What is the best time of day for email marketing? Here’s the data-backed answer

 
You’ve crafted the perfect email. Great subject line, compelling CTA, and stunning visuals. But if it lands in your audience’s inbox at the wrong time, it risks being buried under other emails or opened when engagement potential is low.
 
Timing can make or break an email’s impact. Research shows that 23.8% of email opens happen within the first hour of delivery. After that, engagement drops fast. Each hour that passes reduces the likelihood of your email being seen or clicked.
 
So, how do you make sure your email reaches subscribers at just the right time?
 
Let’s find out.

Analysing your audience

 
Sending an email to your entire list at the same time is going to result in missed engagement opportunities.
 
A 10am email might catch office workers during a coffee break, but most B2C shoppers are more likely to engage in the evening while relaxing and browsing on their phones.
 
You want your message to land when the recipient is most likely to check their inbox. Targeting peak open times can lead to consistently higher engagement across your email marketing campaigns​.
 
Different audiences also have different routines. B2C audiences often check emails after work hours and on weekends, making later-in-the-day sends more effective.
 
On the other hand, B2B subscribers are typically most active in the mornings, so early workday emails tend to perform better.
 
Using email marketing segmentation to optimise send times can significantly boost open rates.
  In fact, segmentation alone can improve open rates by up to 14%​.
 
By aligning your send times with audience habits, you’re setting up each campaign to reach the right people at the right time.
 

What the data shows: When is the best time to send marketing emails?

 
If you’re wondering when to hit “send” on that perfectly crafted email, data-backed insights offer a great place to start. Here’s a breakdown of key findings across industries and regions:
 

Best days to send marketing emails

Tuesdays and Thursdays are consistently top-performing days for email opens, regardless of industry.
 
A recent survey found that 27% of marketers favour Tuesdays, followed by Mondays at 19% and Thursdays at 17%.

These trends tend to reflect B2B patterns. For B2C, late evenings, Fridays, and weekends are often prime times, especially for younger audiences.
 
However, the “best day” to send emails is ultimately brand-dependent. Relying solely on industry surveys can overlook unique audience behaviors.
 
The key is to analyse your own customer data to uncover when your subscribers are most likely to engage.
 

Best times of day to send marketing emails

Late mornings are among the top times for email engagement. Studies indicate that 10am is a key time for open rates, as subscribers often catch up on emails during their coffee break at work​.
 
Around 1pm also shows high engagement as people check their inboxes during lunch.

Late afternoons (4-5pm) are also suitable for B2C audiences, as recipients check their emails after wrapping up the workday.
 
These general trends are a solid starting point, but every audience is different. Testing different times and days with your specific audience is essential to find the timing sweet spot that works.
 

Testing to find your optimal send time

 
A/B testing allows you to uncover the best timing for your specific audience. Here’s a structured approach to uncover the best time of day for email marketing:
 

Establish a baseline

Start by reviewing your current email metrics – open rates, click-through rates, and peak engagement times. This baseline provides a reference point, allowing you to measure improvements as you test new timing strategies.
 

Experiment with different send times

Use A/B testing to trial different send windows. For example, compare early mornings (8-10 AM) with early afternoons (1-3 PM) to see which time consistently yields the highest open and click-through rates. This will help you uncover timing preferences specific to your audience.
 

Track key metrics

Monitor performance indicators like open rates, click-through rates, and conversions to identify which times lead to the most engagement. Testing over multiple campaigns helps reduce the impact of any anomalies, giving you more accurate insights.
 

Analyse and refine

As patterns emerge, adjust your send times to prioritise high-performing days and time slots. If certain days (like Tuesdays or Thursdays) or times (such as mid-morning) consistently show strong results, incorporate these into your regular strategy.
 
If this sounds like a lot of manual tweaking, RedEye’s Send Time Optimisation (STO) tool can streamline the process. STO uses six months of engagement history to predict each subscriber’s best time to open, click, or purchase
 

 
The feature also includes hourly distribution graphs, providing a clear snapshot of email sends scheduled across a 24-hour period. This visualisation helps you refine your timing strategy and adjust delivery windows as needed.

You can save time on manual testing while improving engagement by sending at each subscriber’s peak time.
 

How to implement timing insights into your strategy

 
Once you’ve pinpointed the best days and times to send your emails, the next step is to fine-tune your approach. Going beyond basic timing segmentation can help you reach your audience when they’re most likely to engage.
 

Use dynamic segmentation

Rather than segmenting solely by time zone, create audience groups based on engagement history. You can experiment by sending emails to your most engaged readers at less common times, like mid-afternoon or late evening.
 
This approach can help you capture attention when inbox competition is lower, potentially leading to stronger engagement.
 

Leverage micro-segments

Break down your list into smaller segments based on factors like interests, behaviour, or device preference.
 
For example, mobile users may engage differently than desktop users, so consider customising send times for each group. You can also optimise your email creative for each group to boost the relevance of your messaging.
 

Balance timing with frequency

Consider how often you’re sending emails in addition to when they’re sent. Experiment with different timings for different types of content.
 
You might find that educational emails perform best mid-week, while promotional offers benefit from a Friday afternoon send. Balancing timing with frequency allows you to keep emails fresh and avoid overloading your subscribers.
 

Adapt for seasonal and event-based timing shifts

Seasonal events like Black Friday, Christmas, and January travel sales often require a shift from traditional email timing strategies.
 
During these peak periods, audience behaviour changes. Many consumers check emails late at night for early sales or first thing in the morning for exclusive deals.
 
You might need to adjust your send times to align with these habits. Midnight launches and early-morning announcements can help your emails stand out and drive action during high-traffic periods.

Make every send count: fine-tune your timing

 
There’s no one-size-fits-all best time of day for email marketing. Each audience has its own habits, and data-driven testing is the only way to find your perfect timing.
 
Using tools like RedEye, you can analyse real engagement patterns to send emails precisely when subscribers are most likely to open, click, and convert.
 
Looking to maximise email engagement? Discover how RedEye can pinpoint your best send times. Book a free demo to see the impact it can make on your campaigns.
 

FAQs

What time is best to send email marketing in the UK?

In the UK, 8 to 10pm can be effective for B2C audiences as people check personal emails in the evening. 9 to 11am on weekdays is ideal for reaching B2B audiences, aligning with the start of the workday. Start with these times and refine your strategy based on your audience data.
 

Why does the time of day matter for email marketing effectiveness?

Timing directly affects how likely people are to open and click on your email. Emails sent in the morning or early afternoon often see higher engagement, as they land at the top of the inbox when recipients are active.
 
Inboxes are often flooded at the top of the hour, as many marketers schedule emails for exactly 9:00 or 10:00. To stand out, consider sending at less conventional times, like 8:43 or 9:23.
 
This allows your email to arrive ahead of the rush or after the initial flood has cleared, increasing the chances of being opened and engaged with.
 

How does audience behaviour influence the best time to send emails?

Audience habits play a big role in finding the best time of day for email marketing. For example, B2C audiences often check emails in the evenings or on weekends, making these times ideal for reaching consumers when they’re relaxed and browsing.
 
On the other hand, B2B audiences are typically more active in the mornings during work hours. Segmenting by behaviour, like time zone or past engagement patterns, lets you tailor send times to match each group’s routine.
 

How can I adjust my email send times for different time zones?

To effectively reach a global audience, segment your list by time zone so emails arrive at optimal times for each region. Alternatively, tools like RedEye’s STO can automate this process by analysing each subscriber’s location and engagement history to determine the best send time.
 
This ensures emails are sent when recipients are most likely to engage.
 
 

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