5 Minute Read.
Email marketing is such a powerful tool. It allows brands and companies to connect with prospects and customers, build engagement and increase customer and client loyalty. So let’s get right into it. When is the best time to send marketing emails to your leads or customers?
While it is powerful, it also exists in a world of noise. If your emails aren’t getting to your customers at the right times, there is every chance they could ignore them. For years now, the question of “when is the right time to send marketing emails” has bothered marketers. Is there an actual correct answer? Can it be possible to know precisely when to send an email to give you the best chances of it being opened and engaged with? Well, we thought we would take it upon ourselves and have a look.
It is a big topic, though. Salesforce has managed to carve itself a hefty niche in the world of marketing. One of the critical areas in which it excels is email marketing. Here, Salesforce takes care of all aspects of sending emails to prospects and customers. This is to build and maintain relationships. We would recommend that you also look at craft emails so that they are useful and present the best message to the customer. It also does many other things, particularly for our conversation; focusing on making sure that emails are relevant and timely, which is a massive draw towards customers.
Lets’s face it, it’s all about timing, as open rates could plummet if you send out the email at the wrong time. The emails and messages need to have a big impact to capture your customers and leads in the best way possible. As much as you might think it is a boring answer, the best time is pretty much based on your audience’s best time. You will not send an email to older people or pensioners at 11 pm because they could already be in bed. Likewise, you may not send emails to teenagers at 11 am because they could very well be in school. It’s all about that timing when it comes to sending you’re marketing emails.
First, Let’s Cover The Email Basics
Before we start to go through the more complicated metrics and stats around email opens and targeting your preferred audience, let’s go through the basics.
There is some basic science around sending emails here. As we stated earlier, many people have been involved in searching for the best time to send emails. The best essential point to use is that you send out emails while people are awake. While there could be a debate, “what is the best time?” this splits the schedule into two right away. It does seem a little obvious, we get that, but to read your emails, you need to be awake. If your email sending isn’t sensible enough to give people emails during the day, you need to get on top of that problem. People can’t read when they are knocked out, fast asleep. A lot of people don’t check their emails when they get you right away as well; that’s something you need to think about.
Another thing to consider is that “first time on a Monday morning” might not be the best idea. Everyone is back into work, and the last thing they want to do is sit down at the desk and read your email, harsh, we know, but it is true. Have you ever wanted to deal with emails on a Monday morning? Didn’t think so. Don’t let your email get drowned in the surge of Monday morning emails.
Targeting Email Marketing On The Weekend
The weekend also tends to not be the best time to try and target your audiences.
Weekends are problematic too. People are too busy getting on with not being at work to have time to open up emails. During the week, Tuesday, Wednesday and Thursday are generally the best days to send emails on. People are in work-mode and looking to get things done.
But then, this isn’t always the case.
Strangely enough, the above advice does not always run true for everyone. So it is well worth experimenting, ensuring that you monitor what is working. Testing emails out, and the effectiveness of certain send times and so on is a sure-fire way to get the right approach locked down. Salesforce allows you to do this as much as you want.
You will do well to think about your demographics too. Presuming you have your segmentation perfected, you will know a lot about the audience you are emailing to. Therefore, you will learn about their habits. A younger audience may not be too concerned about receiving emails at any time of the week, day or night. They’re always on their phones as it is, and having an email about a brand they are interested in isn’t something that is necessarily bound by ‘best times’ to email.
Making It Work With Email Marketing
Again, timing is essential, and you need to make sure that you are sending the right content to the right people.
While there are good times of the day and good days of the week and so on, you have to give your emails the very best chance of being opened. So optimising is as essential a timing. The following best practices will ensure your emails have the very best chance of success with open rates:
– The first words of the email have to be carefully chosen. Spend time testing and re-testing until you have a clear idea of what works in this area.
– Keeping emails short and to the point always makes sense. Ensure that they are free of waffle and focused on the most straightforward version of the message you are trying to send.
– Always, always, keep an eye on the times of day that suit the particular segment you are working with. This may change, and there is nothing worse than an immediate drop in engagement due to errors over monitoring send times. Remember they can change, but it’s your job to know when.
While there may not be a cast-iron secret code when the best time for sending emails is, your quality of testing and monitoring will determine how close you get to know when your segments will open their mail. Continue to optimise your emails so it is the best possible messaging you can have, and you should find that email becomes one of your brand’s best tools for building customer loyalty and other sales.
So When Is The Right Time To Send Emails?
Let’s take a look at when is the right time to send marketing emails.
Typically the best time to send emails and marketing emails is around 10 am – 2 pm. This is regardless if it is an email or even an in-app message. The peak time emails are usually open is around 11 am. This is due to people most likely working at there hardest as they have just come into work. Another peak time is between 3 pm – 4 pm; however, at this time people are thinking about going home, and productivity also dips, so that needs to be taken into account. When you think about the day and how it is structured, this does make sense. You miss the people that are out for lunch, and during these times the majority of people are at their desks working or in working environments.
While that is a good indication of where to start, every marketing team and company need to tweak it separately. This could be because of the sector you are in or a B2B company compared to a B2C company.
A good rule of thumb is to follow the following documents based on the sector you are in.
– Email Marketing Benchmarks Report (GetResponse, 2019)
– The Email Marketing Compass (Yes Marketing, 2017)
– The Ultimate Email Benchmarks (Campaign Monitor, 2019)
– A Guide To The Best Times To Get Your Business Emails Opened (Intercom, 2017)
– The Best Time To Send A Email Campaign (Klayvio, 2018)
Is There A Good Day To Send Emails?
Well there very well could be, as 4 billion emails were analysed and we have the results.
Thats right 4 billion emails were analysed in 2019 between January and June to gather information on the best time to send emails. These emails sent to individual email addresses and through various time zones. While there were some anomalies across the results, there was barely any difference when sending emails in the week. Weekends were not a great time to send emails as we previously have stated as people are usually not working and are home. Sunday was better however than Saturday if you did need to send out emails on the weekend. This is most likely because people could be starting to get ready for the week again.
However, Tuesday had the highest open rate and click-through rate, most likely due to being the most popular day when people are at work. It’s not a Monday, and most likely people’s productivity is still quite high.
To learn more about email marketing and how Gravitai can help with both your processes, Salesforce applications and conversion rates with customers and leads, visit our Marketing Cloud hub to learn more about the next steps. We offer a range of services and options with Salesforce applications.
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