How Often to Send Business Emails?

One question I frequently get is about the timing of sending emails. “When do I send emails to get the biggest impact?” is generally the question. Does it make a difference when an email marketing campaign is sent? The short answer is yes.
You will likely see different results based on day of the week, time of day and even seasonally. Of course differing industries will see varying results as well. Let’s look at how when your emails are sent makes an impact.
Time of Day
A MailerMailer’s Email Marketing Metrics Report from last year suggests that emails sent very early in the morning have a better chance to get opened than those sent later in the day. In fact by early, they are suggesting extremely early, like midnight to 3am. Their research, and that of others, strongly suggest scheduling your emails so they are received by the recipient’s first thing in the morning. Emails sent after mid to late morning have decreasing chances of being opened. With that thought in mind you should also consider your particular list. If your list doesn’t contain “normal” 8am-5pm working people, you may wish to try different times.
Day of the Week
When do you send emails? The Email Marketing Metrics Report also suggests that if you want to increase your chances of email success, send your emails out earlier in the week. While not a dramatic difference, success rates gradually drop as the week progresses. Saturday’s are a day to avoid altogether. Some marketers will avoid Mondays, just due to the sheer volume of accumulated weekend mail, but research indicates that Monday is still a good day to send.
Time of the Month
Many marketers believe that sending out emails at the beginning of the month is good practice. Perhaps this is because many government checks go out at that time. It may also be because many emails are themed monthly and with the change of a calendar month there is new reason to send an email. What effect the time of the month that your email is sent will have will depend on your product and your audience.
Seasonally
Traditionally warm weather months see lower response to email campaigns, but I believe this area is the one most affected by the type of business you are promoting. If you have been in business for any length of time you already know your “seasons” for the greatest activity. Keep in mind though, if you give your list the right reasons it can help your seasons!
By Kevin Woodcock