The optimal time for sending email newsletters — those that contain retail offers — is at 8 a.m., just before the workday starts, according to The Best Time to Send Emails (for Better Sales) a study by Omnisend.
Newsletters sent at that time earn an average open rate of 20.32% and a click-through rate of 7.79%. They also drew an average of eight orders per campaign.
However, newsletters sent between 4 p.m. and 5 p.m. have the highest click-through rates and orders. Campaigns sent around 1 p.m. also perform well.
In general, newsletter campaigns are most effective when sent around the work schedule.
“While customers might be ready to open and engage with emails at several points during the day, they are more susceptible to purchase around their typical work schedule,” statesRytis Lauris, CEO and co-founder of Omnisend.
Other successful times for newsletter campaigns were sent around the work schedule.
As for the time of month, newsletters sent in the first two weeks perform better than those that hit later in the month. The best days are the 5th (19.15%), the 12th (19.03%) and the 7th (18.54%).
On average, campaigns sent during the first 10 days pull an average open rate of 18.56%, click-through rate of 5.59% and 7.16 orders. In contrast, newsletters sent from the 21st to the 31st draw an open rate of 17.87%, a click-through rate of 5.24% and 6.67 orders.
Thursday is the best day of the week to blast out newsletter campaigns, followed by Tuesday and Wednesday.
Omnisend analyzed over 2 billion promotional campaigns sent via its automation platform in 2018.