Eric Dezendorf says, “In my last column, I spoke a bit about achieving the best results for your email program through testing. Now, let’s take a deeper dive into one of those tests. This month, I want to help answer the age-old question: When’s the perfect time to send an email?

Remember, timing is everything. An email has its greatest potency in the first few hours after it is sent, and content becomes stale after about 24 hours. Though for any client results may vary, here are some helpful hints to get you started.

One client of mine in the hotel industry sent 13 different messages in the month of June at various times. The best-performing messages by opens had rates of 24.6 percent or greater and were sent on a Tuesday at noon, a Friday at 11 a.m., and a Monday at 3 p.m. Their worst-performing emails, with an open rate of 15.8% or less, were sent on a Tuesday at 11 a.m., a Thursday at 4 p.m., and a Wednesday at 1 p.m“.

For Potent Email Campaigns, Timing Is Everything

Marketing Land

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