The Right Time to Send 9 Types of Promotional Emails - Part 3

Emails are widely used in promotional campaigns, and the success of this strategy depends on the timing of sending promotional content.

The second part of the article provides detailed information on the right time to send various types of promotional emails to increase open rates, click-through rates, and conversion of mailing list subscribers into clients.

The third and final part looks at the metrics used to evaluate the effectiveness and feasibility of an email marketing strategy.

The right time to send mass emails by day of the week

The open and engagement rates of emails during workdays are estimated as follows:

• Friday: Friday has the highest open, click-to-open, and click-to-link rates in an email.
• Wednesday: Wednesday is the second-best day of the week to send emails.
• Monday: Monday has the highest open rate after Friday, but it records lower click-to-open rates than Wednesday.

Data shows that open and click-to-link rates increase after 11 p.m. on all days of the week, confirming the tendency of individuals to overuse their mobile phones before going to bed when the opportunity to send promotional content is ripe.

• Friday: Friday has the highest open rate (18.9%) and click-to-open rate (14.5%), so it is recommended that you schedule your marketing emails on Friday. It is best to send your content between 10:30 pm and midnight or between 3 am and 7 am.
• Thursday: Research has shown that Thursday is a good day to send marketing emails, with an open rate of 17.9%. The best time to send promotional content on Thursday is between 2:30 a.m. and 5 a.m.
• Wednesday: Wednesday is a good day to send promotional emails. It has the same high click-to-open rate as Friday. It is best to send your emails between 10:30 p.m. and 4 a.m.
• Tuesday: Compared to other days of the week, Tuesday has the highest open rate but the lowest click-to-open rate. If you want to increase your click-through rates, it is best to avoid scheduling your marketing campaign on Tuesday.
• Monday: Monday has close open rates to Friday, but click-to-open rates are lower, reducing the chances of converting leads into clients. It is recommended to schedule emails between 11 p.m. and 4 a.m. on Monday.
• Saturday: You can send promotional content via email on Saturday, but don’t expect to get the required engagement. Saturdays do well in terms of clicks, but email open rates are lower than on other days of the week. You should consider these factors before scheduling emails on Saturday.
• Sunday: Sunday is better than Saturday in terms of open and click rates, but people are at rest and not ready to purchase.

Evaluating the performance of your email marketing campaign

Consumer behaviors change significantly over time, and experts’ opinions differ on the right time to send promotional content for email marketing campaigns.

The optimal solution requires calculating performance metrics and analyzing the results to evaluate and improve the effectiveness of marketing campaigns. Here are some of the most prominent metrics used to evaluate the effectiveness of marketing campaigns:

1. Email open rate

This metric calculates the number of subscribers who opened the email message.

Open Rate = Number of Emails Opened / Number of Emails Sent

You should have high open rates when you successfully reach your subscribers’ inboxes, use a catchy subject line, and pay attention to the text that appears before they open the email.

2. Click-through Rate

Click-through rate refers to the number of people who clicked on the links, images, or invitations in your email.

Click-through Rate = Total Clicks / Number of Email Opens

This will be less than the total number of emails opened because some users open the email but ignore the links and invitations in it.

3. Click-to-Open Rate

This metric compares the number of people who opened your email with those who clicked on the links in it. It is important because it helps you evaluate the usefulness of your email content and its effectiveness in converting subscribers into clients. If the percentage is low, this means that the messages are not having the desired effect on subscribers. In this case, it is recommended to modify the message design, text, content, or call to action and compare the results.

Click-to-open rate = Click-through rate / Open rate

Calculating the above metrics and using the dashboard results can evaluate the effectiveness of your email campaign. If you are not achieving your desired goals, you can try changing the timing of sending your email promotional content. You should keep experimenting until you achieve the desired results.

Using the experimentation method to determine the right time to send your email promotional content

No specific timing guarantees the success of your email promotional campaign, as the results depend on several factors, such as the type of company, consumer behaviors, and the nature of the brand's products/services.

Gathering information about consumer needs and desires and designing emails based on them can improve the results.

Frequently Asked Questions

1. What is the best time to send cold emails?

Cold emails are more likely to be clicked when they appear at the top of the inbox, which is why it is recommended to send them early in the morning, between 5:00 and 9:00 a.m. At this time, the individual is ready to read business messages, which increases the likelihood that your message will be opened and responded to.

2. What is the best time to ensure a customer response?

If you plan to get a specific response from your clients, it is preferable to send promotional content when the click-through rate on links is at its highest. Recent studies confirm that 10 a.m. on Tuesday morning achieves the highest engagement and response rate from subscribers.

3. When is the best time to remind clients of the products they have selected and added to the shopping cart?

There is no specific day or time to contact the customer. Still, sending the first message after a full hour has passed since the end of the shopping is preferable to ensure that the customer responds before he moves on to the next task, exits your website, or forgets about the products.

In conclusion

Here are a set of ideas that summarize the topic of the right timing for sending emails:

• The timing of the email is one of the most important factors to consider in your email marketing strategy.
• There is no right timing for all companies and audiences.
• The results depend on several factors, such as the type of company, consumer behaviors, and the nature of the brand's products/services.
• It is advisable to use the experimentation method, based on the analysis results, the type of target audience, and the promotional campaign timeline, to determine the appropriate timing for sending promotional content via email.
• Conducting an A/B test to choose the appropriate timing for sending emails is advisable.