You’ve probably Googled “What’s the best day to send my email?” before a high-stakes email campaign and found that most results say Tuesday is the best day.
You’ve also probably seen these claims backed up with different kinds of data. However, as an email marketer, you should consider the sample size and the industries contributing to the data. Extrapolating the findings of a different industry to your industry might not yield the best of returns.
So if you haven’t completely studied the behavior of your target audience, but you believe that Tuesday is the gold standard, it’s safe to say that you’re entertaining a myth.
In this article, we’ll discuss why the Tuesday preference exists and some tools for cracking the best-time-to-send-email code.
The human psychology factor
Every email marketer wants their emails to arrive in their recipients’ inboxes when they’re inclined to open them. Unfortunately, there’s an element of presumption in predicting how people react to different days of the week.
With Friday being the last day of the work week—when most people are preoccupied with the weekend—and Monday being the getting-back-to-work day, most marketers overlook them. As a result, Tuesday, Wednesday, and Thursday become the natural choices for sending emails. Since Tuesday is followed by two more supposedly high-productivity days, it’s assumed that it will garner higher open rates.
While this theory looks reasonably good on paper, open rates ultimately come down to the sensibilities of your audience. For example, a mobile-savvy person can check (marketing) emails any day, anytime—while waking up in the morning, standing in a queue for their coffee, catching a ride, and more.
In summary, opening an email is a subjective process, and you’ll have to do some testing to identify the optimal sending day and time for your mailing lists.
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