Timing is everything in marketing, and email is no exception. No matter how well-crafted your message is, if it lands in your subscribers’ inboxes at the wrong time, it could easily be ignored—or worse, deleted without being opened. That’s why understanding the best time to send emails is critical for maximizing your open rates, click-throughs, and overall engagement.
In the following, we’ll break down the research, strategies, and more to help you optimize your email send times.
Whether you’re sending newsletters, promotional blasts, or automated campaigns, the right timing can make all the difference.
Why timing matters in email marketing
Think about your own inbox. The time of day you check email likely impacts which messages you open and which you scroll past. If an email arrives when you’re busy, sleeping, or simply not in the mindset to engage, the opportunity is missed.
Here’s why email timing is so important:
- Inbox competition: The average office worker receives more than 120 emails a day. Timing can determine whether your message rises to the top or gets buried.
- Behavioral patterns: Subscribers tend to check emails during specific times of day, depending on habits, work schedules, and even industry.
- Deliverability impact: Sending when subscribers are more likely to engage can improve your sender reputation and inbox placement.
Even small changes in timing can translate into meaningful improvements in your results.
General research: The best time to send emails
Numerous studies have explored email send times across industries. While results vary, some patterns consistently emerge:
Best days of the week
- Tuesday, Wednesday, and Thursday: These midweek days tend to generate the highest engagement. Monday inboxes are usually crowded, while Fridays often see lower attention spans as people head into the weekend.
- Sunday evenings: For some industries, Sunday evening works well as subscribers prepare for the week ahead.
Best times of day
- Morning (9 a.m. to 11 a.m.): Many people check their inbox during or just after starting their workday.
- Afternoon (1 p.m. to 3 p.m.): After lunch, subscribers often catch up on emails before diving back into tasks.
- Evening (around 7 p.m. to 9 p.m.): For B2C brands especially, evenings can be effective when people are relaxed and browsing casually.
These trends are helpful starting points, but they’re not one-size-fits-all. The best time to send emails ultimately depends on your audience.
How industry affects email timing
Different industries see different engagement patterns. For example:
- B2B companies: Business audiences are most active during weekday work hours. Mid-morning and early afternoon typically yield the best results.
- E-commerce and retail: Evening and weekend sends often work well, especially for sales and promotions when shoppers have more free time.
- Nonprofits: Donation appeals may see stronger performance midweek mornings, while awareness campaigns may benefit from weekend sends.
- Health and fitness: Early mornings (before work hours) can be ideal for motivating subscribers with wellness tips or class reminders.
Understanding your audience’s daily routines is essential.
Factors that influence the best send time for your emails
While research provides useful benchmarks, you’ll want to test and refine your timing based on these factors:
Audience demographics
Younger subscribers may be more active late at night, while older professionals might engage during traditional business hours.
Geography and time zones
If you’re sending globally or nationally, time zones can drastically impact performance. Consider segmenting by region to deliver at the right local time.
Type of email
- Newsletters may perform better in the mornings.
- Promotional offers often see higher clicks in the evenings.
- Urgent updates (like event reminders) should be sent closer to the actual event time.
Device usage
Mobile-heavy audiences may be more responsive outside of work hours, while desktop users might engage more during the day.
How to find the best time to send emails for your audience
The key to mastering timing is experimentation. Here’s how you can identify what works best for your subscribers:
Start with benchmarks
Use the research mentioned above as a baseline. Begin by testing midweek mornings, then expand your experiments.
Run A/B tests
Most email platforms, including DailyStory, allow you to A/B test subject lines, content, and timing. Send the same email at two different times and compare the results.
Analyze past campaigns
Review your own campaign analytics. When do your subscribers historically open and click the most? Look for patterns by day, time, and email type.
Segment your audience
Not all subscribers behave the same. Segmenting by demographics, geography, or past engagement can help you deliver more relevant timing.
Leverage automation
Tools like DailyStory can automatically optimize send times relative to when each subscriber is is engaging in various ways through automations.
Personalized timing can drastically improve results compared to a one-size-fits-all approach.
Best practices for optimizing email timing
- Don’t overwhelm subscribers: No matter the time, too many emails can cause fatigue. Focus on quality over quantity.
- Monitor seasonal shifts: Engagement patterns may change during holidays, summer months, or back-to-school season.
- Track long-term performance: Look beyond open rates. Track conversions and revenue to measure true effectiveness.
- Stay consistent: Once you’ve found the best time, consistency builds anticipation and trust with your subscribers.
Conclusion
Finding the best time to send emails is part science, part art. While research highlights general trends, your audience’s unique behaviors ultimately determine success. By testing, analyzing, and refining your approach, you’ll uncover the optimal send times that boost open rates, clicks, and conversions for your brand.
With the right timing strategy—and tools like DailyStory to make testing and automation simple—you can ensure your emails land in inboxes at the moment your subscribers are most ready to engage.
