When it comes to an email marketing campaign , there is one recurring question: When should you send them? Which days will provide you with the highest opening, click-through or conversion rates?
In short: Which are the best days to send an email marketing campaign?
Until recently, the answer was relatively simple. In fact, we were helped by studies that analysed mass mailings and indicated the most common ratios. However, there are 2 variables that have modified the ecosystem in which email marketing campaigns are managed:
The emergence and massive adoption of smartphones is causing a change in email consumption habits. The opening of emails from mobile phones has grown considerably, which increases the range of optimal days to send our email campaigns and obtain a good opening rate.
The need to differentiate from brands that try to reach subscribers at times when they receive fewer messages. Instead of following what the studies say and trying to stand out at times when more messages are received, the choice is to reach users on days that are less conducive to conversion but when there is less competition.
Furthermore, when deciding which day is best to send your email, it is important to take into account the content itself, the message . Sending a newsletter that must be sent at a certain frequency on a set number of days is not the same as sending an urgent notice or a last-minute promotion, which require immediacy that breaks all conventions.
The dilemma of email campaign sending day
Deciding on the right day to launch an email marketing campaign is a determining factor in its success if we take into account that the chances of an email being opened after 24 hours have passed since it was sent are less than 1% . Therefore, you have to know how to choose the right moment.
Furthermore, the results of different studies in recent years have been inconsistent. Most of them agree that the best days to send emails are Tuesday, Wednesday and Thursday . What is not so clear is whether the best day is Tuesday or Thursday, since some reports indicate that the former is the best day of the week to send an email marketing campaign, while others identify Thursday as the best day of the week to send an email marketing campaign.
However, they all have in common that Monday is one of the worst days, since it is the day when most people start their work week and not only is it dedicated to planning, but also to the accumulation of emails not checked during the weekend.
On the other hand, since users' inboxes become saturated during the middle days of the week, some brands are choosing to look for other days that are more conducive to their email opening rate. And they are finding it, curiously, on Saturdays and Sundays. For example, some studies show that Sundays are being used by many users to check their emails and even to buy, so they have become the best time to send some emails .
Finally, regarding Fridays, it seems that it is a day in which not many openings are achieved, but, on the other hand, the conversion rates achieved are high, which makes it worth a try.
An analysis of your own mailings will determine which day is best last database to launch your email marketing campaign.
What is clear is that each company has an audience that has different characteristics when it comes to opening emails and making conversions . Therefore, an essential factor that will help you make the final decision is the analysis of the statistics of your own email marketing campaigns . From the results you can obtain the data to establish the following mailings.
It's clear that testing and analysis is more difficult work than reading the latest reports with global recommendations. However, if you want to achieve results, there's no better way than to get a grip on how your deliveries work.
To avoid other factors affecting the results, it is ideal to plan A/B tests in which the variable is the day of the week on which the message is sent .
Another interesting way to obtain data is to segment the list of records and analyze the behavior of each of the segments to which emails are sent on different days.