Emails sent around these times will likely get noticed as people check their inboxes first thing in the morning, after lunch and on their commute home from work. However, optimal sending times may differ depending on industry.
Emails related to ecommerce generally receive higher open rates on Tuesday, while emails related to SaaS and non-profits tend to see their highest open rates on Thursdays.
Mid-Week
Email engagement typically peaks during a typical working day, from morning arrivals as people arrive at work through lunch and back from break to prepare for shift closure. Emails sent during this period typically see higher open rates and clicks across industries – though these exact times may differ according to industry.
Research by email marketing platform Moosend indicates that Tuesdays, Wednesdays and Thursdays are ideal days for hospitality brands to send emails out. They analyzed several studies by other ESPs as well and discovered similar data points.
This data supports the trend that midweek emails perform best for most industries, and suggests you avoid sending promotional emails over weekends and early mornings as these may easily get lost or ignored in a sea of other messages.
Studies have also shown that email opens and clicks continue to increase throughout the evening and into the night – this trend especially holds for B2C emails, which reach their highest engagement at 2 AM. A MailerLite study also demonstrated that Mondays and Fridays tend to receive lower engagement, as people finish work-related tasks while planning activities for their weekend vacation.
B2B companies can reap great benefits from email campaigns sent on Tuesdays, Wednesdays and Thursdays as they have proven to have higher open rates. B2C businesses may also find success targeting their audiences on these days for maximum impact.
Although this general pattern holds, it’s important to keep in mind that each audience is unique and may respond differently to email timing. Therefore, it is crucial that you conduct tests at various times and see which works best for your specific business and audience in order to maximize email marketing effectiveness. By taking the time and care necessary to test different times and see which works best, your email marketing effectiveness can be maximized!
Weekdays
Emails sent on Tuesday and Thursday mornings tend to see higher opening rates, although it’s important to keep in mind that each email campaign and audience may respond differently and relying solely on general trends may not yield positive results.
Note that hospitality employees tend not to spend all day sitting in an office and instead often work outside, meaning you can achieve great open rates by sending emails any time of week if the message is relevant and the subject line actionable.
Moosend conducted multiple studies to discover the optimal times to send emails, and found that midweek was typically more successful than weekends across many industries. Tuesday and Thursday were particularly advantageous.
B2B marketers generally experience their highest opens on Tuesdays and Thursdays, while healthcare services, travel agencies, marketing agencies, ecommerce retailers and ecommerce retailers enjoy the highest opening rates on Wednesdays. Furthermore, businesses selling clothing or consumer goods may get increased engagement by sending emails on the last day of every month (aware consumers understand that payday is imminent).
As you compare data from different studies, it’s essential to keep in mind that there will always be some variance among them. That’s why it’s so essential for marketers to gain an understanding of their audience and be open to experimentation; if you need help getting started, try sending emails at different times of the day and monitor metrics over time.
Not only should your emails be sent at an ideal time of day, but it’s equally essential that they’re optimized for mobile viewing. Emails that don’t cater to this medium can be frustrating to read and difficult for subscribers to click on; most email marketing tools allow users to quickly optimize messages for mobile viewing – with custom variables and attributes per recipient for increased effectiveness. Simply make sure you test the results to ensure they’re being opened and read by subscribers!
Weekends
Email marketing is an integral component of hospitality businesses, and choosing an optimal time and date to send emails can have a dramatic effect on engagement rates. Timing your messages perfectly can put your hotel at the forefront of people’s inboxes, increasing click-through rates and ultimately leading to traffic growth and sales increases. When selecting an optimal sending time it is essential that you consider who your target audience members are and their daily habits when selecting an optimal sending time.
Although optimal sending times vary from industry to industry, several studies have found that Tuesdays and Thursdays tend to experience the highest open rates. These days may be when people check their email most often; most likely as part of their work week routine and knowing exactly what needs to be accomplished during that day. Priority messages have likely already been cleared out while Thursday being so close to Friday may make people more inclined to open promotional emails than on other days of the week.
Klaviyo’s research found that Tuesday, Wednesday and Thursday saw the highest open and click-through rates, while Friday produced lower results. While its cause remains elusive, one hypothesis may involve people’s mindset: when emails sent on weekends are seen less as part of a work process versus receiving one Tuesday of any working week where people more readily engage with it as expected business communication.
Moosend conducted an exhaustive investigation of 10 billion emails sent through their platform and other research from multiple ESPs, and discovered that Tuesday and Thursday saw the highest open rates, peaking at 10 AM respectively. Midweek emails also proved more successful than weekend and holiday ones; these results only apply to B2B businesses due to audiences disengaging with professional duties more over weekends and holidays.
Though these results provide an overview of when to send emails, it’s still essential to consider your audience and business goals when making decisions on when is best to send emails. Therefore, testing different send times over time will help find what is ideal for your brand.
Holidays
Email marketing is an invaluable asset to hospitality businesses looking to connect with their customers, promote special offers and build loyalty. Done correctly, email campaigns can also boost sales and conversion rates – but timing should always depend on your goals for each campaign. It is best practice to send promotional emails during weekdays instead of on weekends as this has proven more successful with subscribers engaging more frequently throughout their week.
For instance, if you want to increase bookings during the holiday season, consider scheduling a series of emails promoting seasonal discounts or holiday-themed promotions. Consistency with communications and eye-catching subject lines are keys to increasing engagement with email recipients; creating limited time deals or exclusive offers also can help amplify urgency and engagement levels.
At the core of it all lies email engagement: understanding your audience and their behaviors. While general trends may prove useful, running A/B tests to optimize strategy according to their individual needs.
Studies conducted over recent years have highlighted the significance of industry-specific timing. Moosend conducted an in-depth analysis of over 10 billion emails sent through their platform and discovered that Tuesdays saw the highest overall open rates, but this wasn’t always true across industries – advertising/marketing agencies saw their best open rates on Tuesdays while travel, leisure, and healthcare services saw superior results on Wednesdays.
Klaviyo conducted an exhaustive analysis of 22,000 campaigns and discovered that while traditional business hours may be considered optimal times to send emails, this may not always apply across industries. Instead, when selecting the optimal day and time to send your email blast, take into account your audience’s unique online behavior as this can often play an integral part of success.
Hoteliers may see increased click-through rates with promotional content showcasing last-minute holiday specials and discounts, and by segmenting guests based on demographics or past hotel guest behavior – creating more targeted communications that resonate with each group of guests.