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When is the best day to send out a newsletter?
19 Jun 2017

When’s the Best Time to Send Your Email Newsletters?

Step out of your business hat for a moment. Have a little think about the last few times you acted on an email newsletter that popped in to your inbox. Which ones got your attention? Which ones did you mentally flag to come back to later, and then never did? Which came through just as you were expecting to log off for the day, having finally got on top of your inbox, and so were greeted with ‘click-delete’? More straight forward: How often should you send a newsletter? Best day to send out a newsletter? Best time to send out a newsletter?

There are a range of factors which entice you, and your customers, to click-through to an email newsletter, read, digest, and act. However, one key one is: time. Get the timing right and you’re well on the way to maximising value from your email newsletter.

Timing is Everything, how often should you send a newsletter?

Well, actually, when it comes to email newsletters, it’s not everything. You still need to be savvy about frequency, content, subject lines, segmentation and more. But time does matter. Research proves it. 

That First Click

You can have the best and most enticing email newsletter content, but if you land that email at the wrong time, the majority of your subscribers won’t even see it. Given the average open rate of emails is in excess of 30% depending on the type and size of business, you need to make sure you aren’t missing any potential click-throughs just because you got the timing wrong. There are some general rules of thumb to follow when it comes to pitching the timing of your emails:

  • Monday Blues: Monday hits the working week with an avalanche of demands combined with a feeling of general melancholy that the weekend is over. People sit down at their desks with that first caffeine hit of the week and open an inbox that is already overwhelming. That first caffeine hit is accompanied by a click-delete routine. Farewell email newsletters.
  • Weekend Absence: Weekends are also problematic for email newsletter click-throughs. People generally have lives away from their inbox, and so this isn’t generally a good time to send them either. This also applies to middle of the night: We all have to sleep sometime.
  • Give People Time: Whilst 23% of all email opens happen in the first hour after receipt, you also need to give people a little time. For example, with event reminder emails it’s best to send them out 3-5 days in advance to give them a chance to act.
  • Terrific Tuesday: Tuesday is the best day to send out email newsletters but Wednesday and Thursday can be pretty good too.
  • Mid-morning Reading: Emails are most likely to be read at 10am. Hit the mid-morning sweet spot just before elevenses and you’re really bang on the money.

Beyond the General Rule, best day to send out a newsletter?

The above said, there are of course situations when the general rules of thumb should be thrown out of the window. In fact, there are a whole heap of exceptions to these rules making it a little more complicated than just sending your email newsletters at 10am on a Tuesday.

The reality is you need to ascertain what timing works best for your specific audience. Combine this with the fact that because Tuesdays, Wednesdays and Thursdays have been deemed good for sending emails, and you’re competing with a whole heap of other email newsletters landing in the same time window. Your subscriber may struggle to see the wood for the trees and revert to their trusty click-delete.

Therefore, it can sometimes work in your favour to buck the trend a little bit. Get in first. This might mean that you discover that actually Monday afternoon works for you, or Tuesday at 8am.

Then there’s also the device involved. Again, you need to know your subscribers. Over 50% of all emails are opened on a mobile device. However, that’s an average. Perhaps 80% of your subscribers open their emails on a mobile device, or just a paltry 20%. The device used affects the best time to send. Generally speaking, you want to be entering a desktop inbox in the middle of the day, and a mobile inbox in the evening. Similarly, if your email newsletter is aimed at B2B, rather than personal retail, you suddenly have completely different ideas of when your subscribers will be open to reading your newsletter. Consider age and demographics carefully.

Best time to send out a newsletter?

So the actual answer looks a little more complicated – the best time to send your email newsletters will depend on your specific audience. However, you want to get up close and personal with audience because this will help you in understanding so much more about maximising email newsletter potential so don’t shy away from seeking that knowledge. And once you’ve done that? Test. Test which times and day works best for you, not some generic average of the data.

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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.