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What is the best time to send an email campaign? [Infographic]

By Dave Chaffey 15 Oct, 2012
Essential
Email communications strategy

Getting campaign timing right to boost your email open and clickthrough rates

GetResponse analysed over 21 million email messages sent by US companies in the 1st quarter of 2012, and the results clearly demonstrated the optimum times for open and click-through rates for email campaigns. The infographic below provides clear evidence of when to schedule your email campaigns to improve engagement:

One of the most important conclusions is that sending newsletters during readers’ top engagement times of 8 a.m. – 10 a.m. and 3 p.m. – 4 p.m. can increase their average open rates and CTR by 6%

Be careful! You also need to consider time zone differences, subscribers daily routines and other best practices for email marketing.

 Highlights of the research:

  • Emails have the best results within the 1st hour after delivery. This is when 23.63% of all emails are opened. But 24 hours after delivery, the average open rate is close to zero.
  • Almost 40% of all messages are sent between 6 a.m. and noon. This can result in inbox clutter, and significantly decrease results for these emails.
  • Messages sent in the morning and early afternoon have a better chance of being noticed and consequently achieve better results: up to 10.61% open ratio and up to 2.38% CTR.
  • Subscribers’ top engagement times are 8 a.m. – 10 a.m. and 3 p.m.- 4 p.m. with up to 6.8% average open rates and CTR.

Other email marketing statistics for benchmarking

Of course, testing timing for your own audience is the best way to optimise response. These related posts show further stats and approaches for testing the impact of timing:

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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