When Should You Send Email?
One of the most asked questions by marketers who send email regularly is, "What's the best time of day to send?" While it's a difficult question to give a definitive answer to (a lot depends on industry and audience), it's helpful to look at what's being sent regularly and determining whether you want to send during a popular time slot or maybe some time that's a bit quieter — which can often mean a less crowded inbox.
Using exclusive data from Who's Mailing What's (WMW) email campaign database, which covers 220 categories ranging from B-to-B to retail to technology to insurance and more, and receives more than 22,000 emails monthly, 2013 and 2014 yearly data can be used to assess email volume by time of day.
The 10 a.m. to 11 a.m. hour continues to be the sweet spot for email marketers, as 10.8 percent of emails received by WMW in 2014 were sent during this time. Retailers (consumer catalogs, retail traffic builders and child/teen catalogs), special interest magazines and political emails accounted for more than 50 percent of those sent in 2014 during this time slot.
The 8 a.m. to 9 a.m. slot increased in popularity in the last year, from 9.2 percent of email in 2013 to 10.3 percent in 2014. The hours immediately around the 10 a.m. slot saw slight dips in percentage (even though actual counts were higher): 9 a.m. to 10 a.m. went from 9.9 percent in 2013 to 9.6 percent in 2014; while 11 a.m. to noon slipped from 9.3 percent to 9.2 percent year-over-year.
A shift away from sending emails later in the evening was visible. Emails sent between 11 p.m. to 1 a.m. decreased slightly, from 1.2 percent in 2013 to 1.1 percent in 2014.
For more information about email marketing trends, check out Direct Marketing IQ's newest report, Email Marketing 2015.
Cheryl Cagle is database/affiliates director for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Cheryl can be reached at email@example.com.