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Following
on from last months article on the best day of the week for
sending email we will now look at the best time of day for
sending.
What
is the most popular time for sending?
It is no surprise to see that most email campaigns are sent
between 10am to Midday and between 2pm till 5pm. Marketers
often think that lunchtime should be avoided, as people are
less likely to be in front of their PC.
What
is a surprise is that 3pm till 4pm is the most popular hour
with 14.17% of emails sent. The normal assumption by marketers
is 10-11am and 2-3pm for B2B emails with B2C performing best
4pm onwards.
How do open and click-thru rates vary across the day?
On
the whole the research shows there is little impact upon performance
depending on when the email is sent. This helps to dispel
the idea that a campaign will be a disaster if sent an hour
late.
Marketers
though will insist campaign success will vary according to
the time the email was sent and at Emailcenter we would agree
it does make a difference. What we would say is each organisation
will find their optimum time for sending an email and this
is likely to be different to the next organisation.
For
the record the best open rate is emails sent at 8am as you
imagine a lot of people look at these emails as they arrive
for work. However the click-thru rate is proportionately low
which suggests recipients do not have the time to read these
emails.
The
best click-thru rates are for emails sent around lunchtime
which makes sense as it is a time people can spend reading
their emails.
Once
again though I re-iterate that each company will find their
own optimum time so its always best to test, test, test!
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