The Biggest Email Day: The First Of The Month In The UK

The most popular time to send an email — at least in the UK — is at the beginning of the month, according to a study compiled by Beetle for Internet Retailing.

Of 126,652 emails sent by IRUK Top500 and received by Beetle, 3.5% landed on the first, 2.98% on the 29th, and 2.9% on the 30th.  

The reason is that the first coincides with many consumers’ paydays, guesses Martin Shaw, Head of InternetRetailing’s research arm RetailX.

But he adds that brands can get a jump by emailing a day or two earlier. And in general, brands would do well to avoid the peak times. 

Email volume fell between 1 p.m. and 3 p.m. But it rose between 4 p.m. and 6 p.m., when 5.5% of the emails were received. Then it dropped again, with only 3.3% of all emails hitting between 8 p.m. and 4 a.m. 

Shaw notes that “night emails received relatively low open rates in the UK and France compared to Germany, while morning emails were 11% more likely to be opened by consumers in the UK than their peers on the continent,” according to Internet Retailer.

Thursday saw the biggest traffic — at 18% — followed by Friday with 15.5% and Wednesday with 13.97%.

In addition, 9.6% was received on Saturday, and only 0.005% on Sunday. 

An earlier study by SmartFocus found that Tuesday has highest email open rate, at 19%. But it also determined that men respond best between 4 p.m. and 5:30 p.m., and women between 8 and 9:30 p.m.

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