What’s the best day (and time) to send your email newsletter?
Email newsletters, as part of your email marketing strategy, are a great way to build trust in your business, drive leads and conversions, and strengthen your brand’s image.
But when exactly do you send one?
A quick Google search for the ‘what is the best day to send your email newsletter’ will give you about 85 million results. Wowzers, and there’s only seven days in a week! How do you sort through that amount of information? Answer – you don’t. You’re already reading this blog post (yay you!), which will answer all your questions when it comes to what day and time is best to be sending your email newsletters.
But first, a quick word on open rates.
An open rate is simply the percentage of people who have opened your email. Everyone wants the highest open rate possible, as this means maximum eyeballs have seen and hopefully engaged with your content. Yes, in an ideal world everyone would open it. But not everyone will. According to HubSpot, the current average open rate for email newsletters across all industries is 32 per cent, so just make sure you set realistic expectations when you send your newsletter. The best part is that by sending your email on the right day and at the right time for your audience, you’ll be giving those newsletters their best chance for a decent open rate.
Ok ok – so what are those days?!
In the majority of research conducted, all signs point to Tuesday, Wednesday and Thursday being the best days to send email newsletters, with Tuesday being the most common. But ‘most common’ does not equal most successful.
Why is everyone so intent on this mid-week send? Somewhere along the way, everyone decided that these three days were the best because Mondays are too busy and Fridays are too slow. And it was deemed pretty inappropriate, or a waste of time, to send email newsletters on a weekend.
But this was all before consumers started getting huge amounts of emails every week and their inboxes were becoming oversaturated and overwhelmed. Nowadays, you’re more likely to find success and create cut-through by sending your email newsletter on a random day, like a Friday or Saturday. Heck – even Sunday!
As always, it will come down to your industry, your audience and who you intend to be opening the email. If it is a fairly professional or corporate email then yes, common sense says you would send that on a weekday, but it doesn’t have to be one of the middle three. If what you’re sending is a little more casual or consumer focused then by all means play around with the days and see what works!
Again you need to ask yourself who your audience is. Are they office workers who are likely to be at their desks between 9-5? Or are they tradespeople who are unlikely to be checking email throughout the day? Are they a demographic who might be online really early in the morning or late at night?
By narrowing down on who your target audience is, you will have a better idea of when an optimal send time might be.
All together now
If you go by the general rule of thumb, the best day and time to send your email newsletter would be Tuesday at 10am.
But remember that while the research might suggest that ‘this day and that time’ is the best, it also means that most other people are taking that advice too and sending their emails then. So you’re competing with a lot more noise at the other end.
Why not test it out for yourself? Our advice would be to experiment with sending your emails on different days of the week, and at different times. It won’t take long for you to get a good idea of what works for your business and your audience.
It’s what’s inside that counts
Ultimately, a decent open rate comes down to the quality of what you’re sending out. You could send your email at THE best day and time for your target audience, but if what you’re sending is of zero value, they’re not going to open another one of your emails. In fact, they’ll probably unsubscribe right then and there.
Ensure that what you’re sending out is full of rich and relevant content, with a purpose or goal in mind for why you’re sending it. If you don’t know what your goal is, your audience won’t either.
Not sure what to send? Check out our blog post where we give our top seven things to include in your emails.
Want us to setup quality email newsletters for you? Get in touch with a marketing consultant at Green Door Co today.