What Is the Best Time to Send Newsletters as per Your Audience?

🔍Insights

Hanu Agarwal, Muskaan Kapoor

May 17, 2022 — 8 min read

Everyone must have heard that timing is everything. It's not everything, but it is critical, specifically when it comes to getting subscribers to notice and open newsletters. Businesses and organizations use newsletters to convey important information to their range of clients, prospects, and subscribers. Newsletters provide direct access to an audience's inbox that allows sharing of compelling material, promotion of sales, driving traffic to a website, etc.

Furthermore, newsletters are simple to track and alter, which allows for tracking progress and making meaningful changes for better efficiency. The success of a campaign and its click-through rates are heavily influenced by its timing. To create a huge impact, it's critical to send newsletters when most individuals check their inboxes. However, because each organization is unique, a fixed timing may not be suitable for all. That's why it's crucial to figure out the optimal times to send newsletters for a specific company. This article will provide the optimal timing to send newsletters based on recent market research.

What is a Newsletter?
Best Time to Send Newsletters
Modification of Time As Per Your Audience
Why is The Time of Sending a Newsletter Influential?
Essential Tips for Sending Newsletters

What is a Newsletter?

A newsletter is an email sent as part of a marketing effort. It includes essential news and updates about a brand and its products and other relevant data. It's a low-cost method of increasing business. For some, newsletter marketing is a thing of the past. Many companies believe this is due to significant improvements in social media marketing, such as Instagram hashtags, stories, live videos, and voice search. But newsletters are still one of the most effective ways to market and showcase a new product or service to the people.

Best Time to Send Newsletters

Most people open the newsletters between 10 am and 12 pm (depending on the subscriber's time zone). Many industry analysts have lauded these times as ideal for sending newsletters because the subscribers have settled into their day and aren't too preoccupied with their regular duties to ignore their inboxes. According to the statistics, higher open rates are also seen around 5–6 pm. Now, let's glance at each weekday to see when the most people open their newsletters.

● Monday- On a Monday, the peak time for people to check their newsletters is 10 am, with a nice little bump between 5–7 pm, according to the data. Open, and click-through rates decline slightly in the mid-afternoon, maybe when individuals shake off the "Monday blues" and get back to work.

● Tuesday- Newsletter openings peak around 10 am, remain relatively stable throughout the afternoon, and decline after 6 pm. This could be because subscribers have developed a weekly ritual of reading their emails and then logging off at the end of the day.

● Wednesday- Wednesday's open and click-through rates follow a trend identical to Tuesday's, with a sharper drop after 6 pm as individuals turn off their devices, begin their drive home, and spend time with family and friends.

● Thursday- Although 10 am remains the best hour for open rates, there is also a slight surge between 1–3 pm on Thursdays. This could be because people spend their lunch hour searching for something to do as the week draws to a close.

● Friday- Open rates are typically high from 10–11 am, with another increase around 2 pm. This is a fun day to send a newsletter since it catches the folks right before they leave for the weekend when they're most likely to buy something new or start something different.

While open and click-through rates are consistent across all weekdays, research shows that Tuesdays and Thursdays top the pack. Also, 10 am appears to be the best time to send newsletters for optimum open and click-through rates. According to these statistics, the worst time to send a newsletter is on weekends, 9 am or 9 pm when subscribers are hustling to be ready for the new day, shutting off for the evening, or sleeping.

Modification of Time As Per Your Audience

Knowing and understanding the audience demographics is one of the most critical steps to achieving newsletter marketing success. Almost every company globally wants the same thing regarding newsletter marketing. It is the ability to send the appropriate message to the appropriate person at the appropriate time.

Subscribers have a variety of interests, habits, and requirements. Sending out mass communication newsletters simultaneously to everyone can never satisfy those needs. Knowing the demographics of the audience helps to send more relevant campaigns. Open rates and click-throughs will skyrocket if a company's newsletter marketing efforts become more audience relevant.

Here are some illustrations of how demographics can overrule typical "best time to send" recommendations:

● If a business tries to reach a young, tech-savvy audience, it will undoubtedly disregard the standard rule about avoiding sending emails late at night. Evening emails may be appropriate for younger audiences.

● The much-maligned Friday can be a terrific pick for a business in the entertainment industry because people are always looking for entertaining things to do over the weekend.

● Weekends don't have to be off-limits. If a business wants to reach out to tech-savvy audiences, entrepreneurs, or students, weekends can be a good time.

Understanding the behavior, preferences, and time zones of the target demographics can assist in determining the optimal day and time to send a newsletter. It is also important that a business should tailor newsletter sending times based on the location of the subscribers for best results.

Why is The Time of Sending a Newsletter Influential?

When a company works hard on a campaign, it comes up with valuable content, a compelling headline, and clear calls to action. Looking at all this, even the biggest companies like Amazon indulge in newsletters for their marketing. However, sometimes the newsletters do not get opened or clicked through. This is when the importance of good timing comes into play. An inbox is crowded, and newsletters at the top of the box tend to receive more attention than those at the bottom. So, posting time is crucial when creating major newsletter marketing campaigns. The timing of sending a newsletter is influential because of the following reasons:

● Increase the number of people who open the newsletters: The ultimate aim of newsletter marketing is to have increased open rates. A prospect or a subscriber is more likely to open a newsletter if it is at the top of their inbox; therefore, sending it at the right time is crucial.

● Increase the number of people who click on the links: Even if all the subscribers read a newsletter, there is no possibility of having a good return on investment (ROI) if no one clicks on it. If it is sent at the wrong time, the subscribers may not have the time to read the email or respond to the CTAs. Thus, another reason why the timing is influential.

Essential Tips for Sending Newsletters

The newsletter marketing community generally accepts broad newsletter sending time recommendations. They're lovely for getting started, and they work most of the time. The following are some of the tips to keep in mind while sending newsletters:

Monday's mess: On Mondays, it's generally agreed that a business shouldn't send out newsletters. Why? People are already dreading the weekend's getting over. Usually, they march into the office, where they are overwhelmed with a deluge of emails accumulated over the previous few days. Inevitably, business emails will take precedence over promotional newsletters. This is why Monday is one of the worst days to send a newsletter.
Day vs Night: While this may seem self-evident, sending newsletters during the day is usually preferable. When people are awake, there is a much better chance of people opening the newsletter.
Weekends: Weekends are traditionally the days when people go for shopping and indulge in fun activities. Due to this, weekend open rates and click-through rates are notoriously low, and newsletter marketers should avoid it.
Early post: Some newsletters are opened within 60 minutes after being sent. Certain lingerers may not open the newsletter for another day or two. If the newsletter contains event-related information, it should be sent 3-5 days before.
The favorites: Marketers have usually avoided Monday's anguish and Friday's itchy feet by sending email campaigns on Tuesday, Wednesday, and Thursday. The most popular days for sending email newsletters are Tuesday and Thursday.
Traditional Strategy: The tested traditional strategy of sending out newsletters in the middle of the day works effectively. Subscribers are settled into their routines and regularly check their inboxes in the middle of the week. According to the general perspective, emails should be sent between 10 am and 12 pm.

Conclusion

Newsletter marketing can be a complex topic to grasp. So many industries are using it and making a difference in their unique ways. The general takeaway is that a business should segment its audience, possibly by job function or seniority, to accommodate diverse behaviors and working styles. It should also consider alternative times that are more suitable for subscribers. Remember that research varies, customer behavior is constantly changing, and performance differs depending on the benchmark of a business.

A business should experiment with different approaches to see what works best for a particular audience. It should also make sure that readers are already engaged in what it says. They value what it has to offer as a business, and as long as they send them newsletters about it at the right time, there is a decent chance of getting positive results.

FAQs

Newsletter marketing is sending informative and valuable content to a member list of future and established consumers through an email letter.

Is sending newsletters a successful marketing strategy?

As a marketing strategy, newsletters have endured the test of time. As per McKinsey analysts, newsletter marketing is 40 times more likely to bring in new clients than social media.

A maximum of 20 lines should be included in an email newsletter. For most industries, 20 lines of text or around 200 words results in the highest open and click-through rates.

Which are the best days to send newsletters?

In general, the best days to send newsletters are Tuesdays and Thursdays.