Best Time to Send Emails: Insights from 4 Years of Data

Have you ever spent hours crafting an email marketing campaign, only to wonder when to send it for the highest open rates? I have been there too. It feels like cooking a delicious meal, but serving it after your guests are already full. The timing of sending an email might seem minor, but it can make a massive difference in campaign performance.

Fortunately, Omnisend – an email marketing platform – analyzed millions of emails from January 1, 2019, to January 1, 2023, to find the answer. Their findings are not only interesting but can also help you adjust your strategy today. Let us explore the best time to send emails, and more importantly, how to apply it to your own brand.

What Does 4 Years of Data Say About Email Timing?

Omnisend discovered that people generally read emails on Tuesdays and Fridays, at the beginning of the month. They also tend to open emails in the middle of the day (2 PM), at the end of the workday (5 PM), or before going to bed (8 PM). These are considered effective timeframes for businesses to send emails to customers or prospects.

“Knowing the right time to send emails can help businesses achieve the best results from their carefully invested email campaigns. Because companies are always competing for consumers' time, paying attention to every detail is crucial.” – Greg Zakowicz, Senior Email Marketing Expert at Omnisend.

He also emphasized: “Email send time is just one of many factors that can impact campaign performance. A well-written email sent at the wrong time can still yield better results than a rushed email sent at the right time.” This reminds us that content quality remains foundational.

Which Day of the Week is the \"Golden Hour\"?

When analyzing email open rates, Tuesday leads with 11.36%. Wednesday and Thursday follow closely at 11.33% and 11.29%. Friday is slightly lower at 11.07%. But do not rush to conclude that Friday is ineffective. When considering conversion rates, Friday significantly outperforms other days, reaching 5.74%.

This means that while people open emails more frequently in the middle of the week, they are more likely to make a purchase on Friday. Therefore, if your goal is sales, Friday might be a strong contender. Experts still recommend sending emails in the middle of the week for the best overall results, but they also note that every brand has unique characteristics.

Greg Zakowicz suggests: “Experiment to see which day works best for your brand. Some companies are succeeding by sending emails on less competitive days like Sunday.”

What Time of Day Has the Highest Open Rates?

According to Omnisend data, the three golden timeframes of the day are 2 PM, 5 PM, and 8 PM. 2 PM is typically when people take lunch breaks, relax, and browse their inboxes. 5 PM is when many finish work and check their emails one last time before leaving the office. 8 PM is relaxation time before bed, when they have more time to read content.

However, do not forget that your audience consists of real individuals. If you sell to younger demographics, a 10 PM email might still work well. If your customers are busy parents, 8 PM might be their freest moment. The key is to understand their habits thoroughly.

Early in the Month – An Unexpected Sweet Spot

Another interesting finding from Omnisend is that the beginning of the month is a time when people tend to read emails more. This may be because early-month periods are associated with planning, new budgets, or simply a “fresh start” mindset that draws more attention to the inbox. This is a great opportunity to send important emails such as newsletters, monthly promotion announcements, or new product updates.

However, do not overdo it. If all brands send emails at the beginning of the month, customers' inboxes will become overloaded. Consider combining this with other factors like personalization and appropriate delivery frequency.

Do Not Just Look at Timing: 3 Key Factors

As Greg Zakowicz noted, timing is only part of the picture. To make your email campaigns truly effective, you need to focus on three key factors:

• Reasonable Email Frequency: Sending more emails does not equal more orders. For most newsletters, a frequency of once a week is a good starting point. But the only way to optimize is to test different strategies over time.
• Understand Your Target Audience: This is the most crucial factor in any marketing activity. If you sell to people in their 20s, a 10 PM email might not hinder engagement. But if your audience consists of early risers, 10 PM might be too late.
• Leverage Email Automation: With marketing automation, you can schedule emails at specific times and focus on other tasks. For example, you can trigger an abandoned cart reminder email 24 hours after a user leaves your site. Include the customer's name and product recommendations based on their browsing history.

How to Find the Best Time for Your Brand?

There is no one-size-fits-all answer. The ideal time depends on your industry, audience, and customer behavior. The best approach is to start with available data – such as Tuesday, Friday, or the beginning of the month – and then run controlled tests.

You can split your email list into smaller segments, send campaigns at different days and times, and compare open rates and conversion rates. Be patient, as results may take a few weeks to become clear. Do not forget that less competitive days like Sunday can also be a “goldmine” if your audience has unique habits.

Finally, remember that a poorly written email sent at the right time still loses to a well-crafted email sent at the wrong time. Therefore, never sacrifice content quality just to chase a golden hour.

Have You Tried It Yet?

I used to be very surprised when my email open rates changed dramatically just by shifting my sending day from Monday to Wednesday. But I also know brands that achieved explosive success by sending emails on Sunday nights. This shows there is no universal formula, only understanding and continuous testing.

Have you ever tried changing your email sending time and seen different results? Or are you still sticking to a fixed time slot? Share your story in the comments below. I would love to know whether Tuesday or Friday is the true “golden day” for SilverZ readers.

And if you are looking for a place to start your email marketing optimization journey, do not hesitate to test today. A small change in timing can open big doors for business performance. Wishing you success in finding your own “golden hour”!