The Best Time To Send Out An Email Campaign

Disclaimer: there's a ton of conflicting information on this topic!

So let's dive in...

What Google tells you

If you google it, this is what the top responses say:

CoSchedule's - Tuesdays at 10 AM

MailChimp - Thursdays, between 8 AM and 10 AM

OptIn Monster - Weekdays, in the morning - Tuesday afternoon

At the beginning of my coaching career, I'd tell my clients to send their newsletters on Tuesdays at 8 AM. Why? That magic timeslot was consistently coming up in my online marketing research.

What outlying research says

But then I saw this graph from Experian, and my mind was blown:


It clearly shows Sunday and Saturday winning in every category.

Another study that backs up weekends being the best time to send email campaigns is from the book The Science of Marketing: When to Tweet, What to Post, How to Blog, and Other Proven Strategies, by Dan Zarrella:


My email campaign results

So I decided to experiment with different times and see how it would go:

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(The blanks are times I sent an email that wasn't typical, so I thought I'd leave it out.)

There are a couple of things you should consider when reviewing this data: there are only nine emails, and I wasn't super methodical about it (but it's still fun to look at). Also, keep in mind that subject lines can make a huge impact on your results (perhaps more than your send time)! But that's a post for another day...

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The photo above represents a month-by-month glance of my newsletter statistics.

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Highest opens: Friday mornings (kinda). My newsletter with the highest opens was in February, on a Friday, 6 AM, at 70.8%. But, that was also my very first newsletter. The second highest was June, also Friday at 6 AM, again at 62.9%. However, the trend breaks — my newsletter with the least amount of opens is July, on a Friday, 6 AM, at 55.6%.

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Highest clicks: Saturday morning. A click is considered after someone opens your email and then clicks on a hyperlink and/or button placed in the email. It's a good indicator of whether or not the content you're putting out resonates with your subscribers and if they're wanting to "buy," "read more," etc. Saturday mornings in October and April are clear winners here.

Future Experimentation For Email Times

Even though Fridays and Saturdays have been pretty good to me, I'm realizing that I've never experimented with Tuesday mornings (because I was so swayed by the other research)! I'll absolutely give Tuesdays a chance next year and see how it goes. Although I do suspect that weekends will still be my jam, I think I'll also experiment more with sending in the evenings, as opposed to mornings. Only once did I send in the evening (September), and that was a top-performing open and click.

Want more of this online marketing goodness? Need to start sending out a consistent email campaign or newsletter? I've got you! Check out my e-course dedicated to setting you up for email marketing success. I go over the more technical details as well as how to brainstorm your unique content in my Newsletters For Creatives e-course.

Would love to hear consistent times that have worked for you and times that haven't. Have you seen any overall trends? Are Tuesday mornings your jam? Tell me below!