In my research to discover the exact, best moment to send a marketing email to clients I have discovered that everyone has a different opinion. Some say between 9am and 10am is the prime time, while others argue that noon to 1pm is a good time. To answer my question I decided to take a closer look at the email campaigns that we at a2z have sent in the past.
I compared four email campaigns that all spanned 2-3 months and consisted of more than ten emails. These campaigns focused on similar topics and the audience consisted of attendees and exhibitors, but the industries varied.
Out of the 4 campaigns I found that emails sent between noon and 5pm received on average higher open rates. The second campaign showed a tie in average open rates between 8am to noon and noon to 5pm. Also, 3 of the 4 campaigns saw higher on average click-through rates for the noon to 5pm time frame. However, I should mention that the greatest difference between the earlier mailing group and the afternoon group for any of the four campaigns was only 2.75%.
Therefore, one could argue that afternoon emails perform slightly better than morning emails. Would I go so far as to say that if you send an email out in the morning then you have ruined your chances of a good open rate? No.
As always, you must keep in mind these other fundamental factors when sending your email: know your audience, use a clear and succinct subject line, design for mobile and offer engaging content. Testing different times, subjects, and content will give you more insight into what works best for your audience.