Infographic credit: AdWeek Infographic based on Experian study

What are the best days and times to send your email marketing campaigns?

According to research from an Experian email marketing benchmark study, the best open rates tend to be in the evenings Tuesday though Thursday, but these are only general guidelines. When working with our client’s specific email lists we test different times and compare open rates. But if there is a call to action including a phone number to make an appointment we won’t send an email after closing time. For example, one of our clients best open and interaction rates comes with launch at 8pm, but the campaigns generate phone calls, and they are closed at 8pm, and so they can’t launch most campaigns at the peek time. So as with so many things in life, there’s no clear-cut answer–“It depends!”

From the study: “…recipients are surprisingly active late at night. Unique open rates averaged 21.7 percent from 8 pm to 11:59 pm and 17.6 percent for 12 am to 4 am. Moreover, this late-night group was more likely to click through, with open rates of 4.2 percent and 3.2 percent, respectively. These night owls also had the highest click-through rates for all times of the day. Revenue per email was also the highest in the 8 pm to 11:59 pm group. Additionally, more than 54 percent of emails are now opened on a mobile device.”

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