There is never a good time to send bad marketing emails, and there is no “witching hour” to send good marketing emails, states marketing strategist Paul Talbot in an article penned for Forbes.com.
Research from email monetizer PowerInBox shows there is a significant difference in the days and times when people most often open emails versus when they actually interact with the content in the newsletters. Where the most popular days and times for opening are weekdays around mid-morning, the weekends are when people are more apt to engage and take action, by clicking on content in those emails.
“The theory is that people not only have more leisure time on the weekends to actually read emails, but also there are fewer emails sent on the weekends because most publishers plan their sends based on the most popular open times, during the workweek. This data shows that they should be rethinking that strategy,” says PowerInBox CEO Jeff Kupietzky.
Wondering when to send an email is probably not as important as looking for ways to improve the email content, Talbot writes.
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