Best Time to Send a Blast of Emails #infographic

Best Time to Send a Blast of Emails #infographic

When asked about the best time to send emails, email marketers often responded, "Tuesday through Thursday morning, between 8 a.m. and 10 a.m .." It was common knowledge across the industry that people tend to open their emails in the morning. But as consumers become more and more mobile, on all computers, email opens happen at all hours. Let's visit some current trends in email marketing that create open rate shifts, and how they will impact your next email send.

A benchmark study of Experian email marketing across all industries found recipients to be surprisingly active late at night. Specific open rates ranged 21.7 per cent between 8 pm and 11:59 pm, and 17.6 per cent between 12 am and 4 am. In addition, this late-night group was more likely to click through, with open rates of 4.2% and 3.2%, respectively. These night owls also had the highest rates of clicking-through for all times of the day. Income per email was also the highest in the group between 8 pm and 11:59 pm

Moreover, more than 54 per cent of emails on a mobile device are now opened. A 2016 Deloitte mobile user survey showed that within five minutes of waking up, 40 per cent of consumers check their phones. About 30 per cent of consumers test their devices five minutes before going to sleep after the day is over. And in the middle of the night about 50 per cent test their computers. With consumers constantly active on their mobile devices , particularly outside of the standard nine to five working hours spent at an office desktop, it is essential to test sends outside the traditional morning hours.

Best Time to Send a Blast of Emails #infographic

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