With all the talk of social media marketing these days, you may think Email marketing is in deep water. But a study by a predictive analysis firm Custora says otherwise.
Email marketing has proven to be more effective than both social media marketing, as well as direct mail and banner ads. But the success of an email marketing campaign depends on a lot of factors, one of which is the time at which an email is sent.
You may not think it is that important at first glance, but emailing during the client’s top engagement times may increase the Email open rate by as much as 6%. Since an average email open rate is around 20-30% this is a big deal.
The time a marketer sends an email to a client may become the deciding factor between the success or failure of an email marketing campaign. Which is why a considerable effort should be put to figuring out the best time to send emails.
So What Are The Best Times To Send Emails?
The simple answer to that question would be when the receiver checks his inbox. But how should an email marketer know what time his client’s check their emails. Research shows that the best time to send an email is between 8 am-10 am and 3 pm-4 pm as that is the time that a client is most likely to check his inbox.
In actuality however, there is no specific ideal time to send emails as it depends on various factors, such as the type of clientele you are catering to. Sending an email entirely depends on the client’s engagement time, and when he checks his inbox.
There is no surefire way of knowing when that happens. And the problem extends further, as each client’s top engagement time might be different. For a company like Creately which I work for this is even harder because we cater to an international audience spread all over the world.
Email Trends about Best Time to Send Emails
However, there are some generalized trends that can help you decide what time you should send your emails and to ensure a high success rate. A study conducted by sending 50 million emails everyday has some interesting results.
The study shows that most people are likely to open newsletters from 12 to 5 pm. However, it is interesting to note that people tend to open more emails during the night than they do during the morning. Emails that are sent in the early afternoon have the best chance of getting noticed.
The study also shows that emails should be sent during the weekdays as they have a better chance of being addressed than on the weekends.
It would also be helpful to place a link more than once in your email as they have a better chance of getting clicked on according to the study. The newest subscribers have the highest chance of clicking on a link as compared to an older one. This is explainable as the subscriber’s interest dwindles with time.
Other Important Factors
Keeping all these things in mind, it is also important to note a few other things. Most people receive 40% of their email between 6 am till noon. Sending an email should be avoided at that time to avoid it getting lost in a plethora of newsletters and increase the chances of it getting noticed. Also, if the emails reach a worldwide clientele spanning different time zones, be sure to optimize delivery times accordingly.
It was also found out that the CTR rates are highest within a one hour range of the top engagement time of the client, while they show to be almost insignificant after 24 hours. This is explainable as a client is likely to check new emails on top of the thread. After a certain period of time, the email’s fate is doomed as it is lost along with a bunch of older newsletters which might never be opened.
Research alone isn’t enough to answer the complex question of when to send an email. Each marketer’s target market varies, and it is up to the marketer to understand his clients and decide the best time to send emails.