Timing is everything in marketing, especially when it comes to email. You could write the perfect subject line, include a beautifully designed template, and provide real value in your email, but if it lands in your subscriber’s inbox at the wrong time, it may never even get opened. That’s why one of the most frequently asked questions in email marketing is: What is the best time to send an email?
Marketers have studied this topic for years, looking at metrics like open rates, click-through rates, and conversion rates across days and times. Understanding and applying this insight can drastically improve your email campaign performance.
In this article, we’ll define what marketers mean by "best time to send an email," how this timing is used strategically, and share real-world examples of time-based optimization. Let’s get into it.
Definition of the best time to send an email in marketing
The “best time to send an email” in marketing refers to the specific day of the week and time of day when an email campaign is most likely to be opened, read, and acted upon by recipients. It’s not a fixed rule but rather a data-driven estimate that varies depending on the audience, industry, and even the type of message being sent.
In short, it’s the ideal moment when your target audience is most receptive to your message.
Some emails perform better in the early morning hours; others during lunch breaks or in the evening. It all depends on your subscribers’ habits and routines. The idea behind finding the best time is to increase visibility and engagement by reaching recipients when they're most likely to check their inbox.
How marketers use the best time to send an email
In practice, marketers use optimal timing in several ways:
1. To increase open rates
Email timing is often adjusted to align with when recipients are most likely to be online. For example, B2B marketers may schedule emails during weekday mornings, assuming that’s when professionals check emails before diving into work.
2. To boost engagement
If you send an email at a time when your audience is relaxed and not overwhelmed, they’re more likely to read, click, and respond. Knowing the right time helps maximize click-through rates and conversions.
3. To improve deliverability
Sending emails at off-peak times can help improve deliverability. If your ESP (email service provider) notices that recipients regularly interact with your emails, it might help keep your sender reputation high and avoid spam folders.
4. To personalize campaigns
Modern email platforms let you send emails based on each recipient’s time zone. So, someone in New York and someone in London will receive the same email at 9 a.m. local time, for instance. This kind of personalization increases the chance of your message landing at the right moment.
5. To A/B test campaign performance
Marketers often run tests to determine which time slots work best. A/B testing with different send times lets them compare open and click-through rates, allowing data to drive future scheduling decisions.
6. To align with email type
Not every email serves the same purpose. Promotional emails may work well in the morning, while newsletters might get more attention during lunch breaks or after work. Transactional and urgent emails might require real-time delivery regardless of time.
7. To stand out in the inbox
Avoiding the most popular send times can help your email stand out. For example, if everyone sends at 9 a.m. on Tuesday, you might do better at 10:30 a.m. or late afternoon instead.
Tools that help:
- AI and machine learning: Some platforms can auto-optimize send times by analyzing recipient behavior;
- email analytics: Tools like Google Analytics, HubSpot, and Mailchimp provide reports on when subscribers interact most with your emails;
- time-zone sending: Using dynamic sending times ensures your email lands at the best moment for each recipient, no matter where they are.
Wrapping up
Finding the best time to send an email isn’t just a nice-to-have — it's a must for marketers who want to see real engagement. The real key is to know your audience and test what works best for them.
Here’s a quick recap:
- The “best time” is when your audience is most active.
- It can vary by industry, region, and campaign type.
- Use A/B testing and analytics to guide your timing decisions.
- Leverage personalization, time zones, and smart email tools to automate the process.
With the right tools and data, email marketers can stop guessing and start sending emails that get opened, clicked, and acted upon.
Now that you know when to send, make sure what you send is worth it. Great design, strong copy, and perfect timing — together, that’s what makes an email stand out.
