The best time during the day for email

Broadcast Time

As a rule of thumb marketers should adapt their campaign to suit the recipient’s individual needs. Research has found that over the course of the working day there is a shift among consumers regarding what type of emails they are likely to open. These patterns in consumers’ responses to different email marketing promotions throughout the day are detailed below:

9.00AM – 10.00AM – Promotion Time

This is the second most responsive time of the day for marketing emails, with consumers being distracted by clothes offers, live events, restaurants and other recipient goods. 16.5% of all emails are opened in this period!

Midday – 2.00PM – Lunchtime News

Contrary to popular belief the lunchtime period is not a great time to send promotional emails. With only 9% of emails sent during this time being opened, this is the least responsive time of the day. However this is a great time for news and magazine alerts, with over 62% of these being opened.

2.00PM – 3.00PM – Work Time

Whilst not a great time for emails in general due to the work levels during this time period, emails related to financial services tend to do well.

3.00PM – 5.00PM – The Afternoon is for Life Changing

Thoughts turn to your personal situation in the afternoon and therefore emails relating to this are more likely to be opened. These include emails around your financial situation, holidays, property, or finding a new job.

5.00PM – 7.00PM – Working Late

The late working hours see the best open rates for holiday related emails, as well as any B2B promotions.

7.00PM – 10.00PM – The Work / Home Myth

Recipients of marketing emails are more likely to open these in their own time rather than at work! Content such as clothes offers, sports and gym promotions work particularly well at this time. Nearly 50% of all marketing emails sent are opened outside of office hours.

10.00PM – 9.00AM – The Black Hole

Emails are highly unlikely to be opened during this period, however those of particular interest such as clothes offers or live events etc. may be opened between 9.00am and 10.00am, assuming there are no other more important work related emails in the way.