When is the Best Time to Send an EDM?
When it comes to what time and day you should send an email and days, we found some researched-backed best practices.
These numbers are from GetResponse, an email marketing software that combed its data to compile a report of email marketing benchmarks. They analyzed 4 billion emails from 1,000 active senders.
In general, the highest click-to-open rates are 10 AM, at 21%, 1 PM, at 22.5%, and have seen a spike at near 6 PM. The data reflects when most audiences begin or conclude their day and have the most time to check their emails.
The highest line of the graph represents the open rate. The purple line (i.e., the one below it) represents the click-to-open rate. Below that, the dark blue line, represents the click-through rate. The almost transparent data counts the number of messages sent in percent value.
Keeping your audience in mind is a good tip for figuring out the time to send your emails. If your buyer persona is a professional with a nine-to-five job, sending emails during their ideal downtimes are the best. For instance, HubSpot sends emails between 8-9:30 AM ET to match their audience’s daily routines.
If you’re sending emails that include a sale or promotion, try sending them during the times your audience tends to take their lunch breaks.
Just keeping up on daily routines isn’t the only metric that factors into marketing emails. Others, such as click-through rate (CTR), click-to-open rate (CTOR), and open rate (OR) are also helpful to look at when creating emails.
Click-through rate refers to the number of people who open a link or image in an email. This number will always be smaller than the total number of emails opened, since some people will open your email but then abandon it without engaging with it any further.
When comparing the number of people that opened your email and the number that clicked on any links, that data is called click-to-open rate. This metric helps you identify which information in your emails is relevant to consumers. Finding CTOR is done by diving CTR by the open rate and multiplying it by 100%. For example, if your email receives 200 clicks and 120 opens, your click-to-open-rate is 60%.
The open rate, then, is the percentage found from the number of subscribers who opened your email campaign. Emails that have great open rates have short, effective subject lines. Plus, they’re optimized for previews and preheader text.
This gets into the best day to send through an email. CampaignMonitor collected data from millions of emails used on their service. They put together the best day as it pertains to data collection.
From this data, it looks like the best days for seeing a good blanket of success fall during the workweek. People are mostly opening and reading through emails in the middle of the week. It’s also good to keep in mind the lowest unsubscribe rate: during the beginning of the week.
CampaignMonitor also reported that Marketing and Advertising is one of the top industries that see success with email marketing, so making sure those emails are memorable is key to delighting customers.
Email marketing can be a tricky subject. There are so many industries taking advantage of it in their own way and making an impact. How do you measure up? Your subscribers are already interested in your content. They appreciate what you are offering as a company, and as long as you’re sending them emails that relate to that, you have a good chance of obtaining great metrics.