To increase your ecommerce business revenue, email campaigns are not all you will use. Sometimes, you will need to send email blasts, whether it’s for promotional purposes or to share important information with your customers. To ensure maximum engagement, you must know the best time to send email blasts. Check out this piece as it explores when is the best time to do so.
Factors To Consider When Determining The Best Time To Send Email Blasts
Unlike email campaigns, email blasts are not automated emails. Therefore, they are sent on a one-off, on-demand time which makes it impractical to set a standard best time to send email blasts. These types of emails normally contain important data that is to be sent during a particular period. Thus, you must examine the right factors to determine the best time to send them.
Some of the common factors to look at are;
- The topic or type of email blasts
- The audience
Email blasts come in many forms – newsletters, product launches, new social media introduction – are all part of email blasts and never bear the same content. Some of the common topics for email blasts may be seasonal sales, item promotions, business newsletters, or the introduction of a new social media page, just to mention a few.
As mentioned above, email blasts are a one-off email sent to your subscribers. However, depending on the email blast topic, your audience pool may vary. This means that your email blasts may be sent to the whole list or a segment. Some experts even refer to email blasts as broadcasts used to promote sales, products, or new content rather than classic automated emails or drip sequences.
For example, you may have a large store that carries a wide selection of products and services. However, you want to introduce one particular product that doesn’t necessarily draw in all your subscribers. Thus, to introduce the product, the email blast is sent to a segment list of subscribers who are relevant to that product.
Remember, even before you decide the best time to send email blasts, you must know the audience pool or risk sending content to people who will not have an interest in the product or the news.
The Best Day Of The Week To Send Email Blasts
Most email marketing platforms advise marketers that the favorite days to send emails are Tuesday, Wednesday, and Thursday – Tuesday and Thursday being the top best. Furthermore, they advise against sending emails on Mondays and Fridays and only sending email blasts during weekends if you really have to.
According to MailChimp, Tuesdays and Thursdays are days that people have already settled in the week – whether your targeted audiences are students, business owners, corporate people, or even stay-at-home moms.
Mondays are the start of the week. Therefore, you will find people scrambling about to get their affairs in order so they can begin the week – whether it’s attending multiple meetings, or wrapping up on the unfinished report. Fridays on the other end are the end of the week for most people.
On Fridays, people pay very little attention to their correspondence and rather focus on wrapping up the lingering business so they can head out to the weekend. Whilst some of your email blasts will be read, you will not receive many open rates and not much attention will be paid to your emails.
During the weekend, you will encounter two types of people. You have those that are running their errands or going out for their weekend activities. Therefore, you will experience very little to no open rates from such individuals. Then, you have a very few percentage of those who opt to check their emails from time to time as the weekend is when they don’t receive an influx of emails.
However, even if you send your email blasts, you will still receive low open rates because a few people are like to do so. According to MailChimp, many marketers tend to avoid sending email blasts on weekends like it is a disease.
However, if your email blasts are time-capped or are intend to share about an event that will happen in the next few days – make it a point to send out the blast at least 3 to 5 days in advance.
The Best Time Of The Day to Send Email Blasts
According to MailChimp, the best time to send email blasts is between 1 and 3 pm. In fact, based on their data, MailChimp recommends 2 pm as the optimal best time to send email blasts. During this time, people have gone through the tough morning routines and are probably resting for a bit or have time to go through less urgent matters.
However, this outlook may be different for some email marketing platforms such as WordStream. This particular platform, suggests that the best time to send email blasts is between 8 and 9 am. Remember, some people have different morning routines. Before jumping into serious and demanding affairs, they take some time to have coffee, browse through their inbox, and even squeeze in some morning casual chatter.
According to WordStream, their email blasts during this time receive over 25% open rates.
Furthermore, during the day, expect your subscribers to use desktops to access emails and mobile phones to access emails in the evening. Thus, to encourage more open rates, you must ensure your email blast is desktop and mobile phone friendly.
What Does Existing Data Say
Based on data from MailChimp’s “best time to newsletters” and Hubspot’s “the best time to get business emails opened”, the best time to send email blasts is between 1 and 3 pm, Tuesdays and Thursdays. WordStream’s study on “the best time to send newsletters” on the other end boasts a separate recommended time of between 8 and 9 am, Tuesdays and Thursdays.
Nevertheless, both timings are valid depending on your audience. Yet, these platforms also reiterate that the absolute worst time to send emails is on Monday, Tuesday, and Wednesday between 8 and 10 am. According to a study by WordStream, for example, most email blasts received only 5% open rates.
Conclusion
In addition to identifying the best time to send email blasts, you must remember that many elements play a role. For example, if you are targeting a younger and tech-obsessed audience, tips that suggest not sending emails in the evening should not be taken seriously. Another example is the topic and your business niche.
If you are in the entertainment or food/beverage industry, Friday mornings and afternoon may be the best time to send email blasts. Furthermore, you also want to remember other factors that increase your open rates such as eye-catching subject lines and keeping the number of emails to subscribers to a minimum.
