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Best day of the week to send a B2B email newsletter?

Is there any trustworthy research on the subject?

   
1:45 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Now, obviously this can vary to some degree on your market, target audience and so on.

However, I just Googled a similar term to the title of this thread and looked at the top 5 results. Most were pretty adamant in their viewpoints, which were as follows;

1. Tuesday to Thursday are best.
2. Monday is best - especially for top executives.
3. Wednesday or Thursday are the absolute only days to send a newsletter.
4. Friday is best. Most people read and act upon newsletters on Fridays.
5. The last one said that either Monday, or Wednesday to Friday was best. But that this had to be decided on a business by business basis.

All of which is as useful as a chocolate teapot.

So, has anyone got any viewpoints or data on this subject?

2:29 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member pageoneresults is a WebmasterWorld Top Contributor of All Time 10+ Year Member



I prefer these days in this order...

Tuesday
Wednesday
Thursday

And then these time frames...

0900/1100
1400/1500

Monday's are "blah" days for most people and a time when email spam is clogging their inboxes. Send on a Monday and you are apt to get deleted with the junk.

Friday's are questionable. If you do send on Friday, do it before 1100. Once lunchtime hits, you've lost a good portion of your audience. Your email will most likely sit in their inbox until Monday morning and get deleted with the junk.

I've found that being in tune with the metrics of the site will give you a good feel for when your email campaigns should go out. For example, if your busiest day is Tuesday between 0900 and 1400, plan to send one during that time. ;)

9:30 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Thanks.
9:42 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member pageoneresults is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Thanks.

Hehehe, don't take my word for it. That's just one man's opinion. ;)

I've done a fair share of "small" email campaigns over the years. The statistics from those email campaigns (the graphs) look almost the same as the website statistics. For example, Tuesdays appear to be a prime day on the Internet. Wednesdays and Thursdays are also prime but Tuesday has the lead.

Remember, these are B2B email campaigns. Depending on your targeted audience will determine when you send that email campaign. I have always found that the website statistics provide telltale signs of when those email campaigns should reach the recipients inbox.

A small number of sites are going to have big Saturdays and Sundays but those are not the norm, not from a B2B perspective.

10:07 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Oh I know. ;) But it's good to get other viewpoints.

Quite frankly my opinion on all the articles I've read is that the were just written to get Google results. None of them have any basis on research.

My own viewpoint is Wednesday.

Monday, everyone is 'hung-over' / p*ssed off from coming back after the weekend and is nursing a strong coffee.

Tuesday is a serious catch-up work day. No time for emails.

Wednesday is as 'normal' a day as is possible. Most of the horrible work has been got out of the way and people are in 'automaton' mode. Work is beginning to get boring so, if it's raining, they may read and act upon a useful newsletter.

Thursday is the day before Friday, which is the day before the weekend. The last serious work of the week is being done then.

Friday morning might be OK for frivolous stuff. But is often the day after a big work night out on Thursday. Especially in the UK, Thursday is often 'pub night', so Friday morning can be a washout. Friday afternoon... forget it.

That's as scientific as I can make it.

11:24 pm on Mar 27, 2007 (gmt 0)

10+ Year Member



Tuesday morning
11:25 pm on Mar 27, 2007 (gmt 0)

5+ Year Member



Interesting question. I'd say stay avoid Mondays and Fridays, for the obvious reasons. I would be willing to bet, though, that any measurable effect exists strictly on the margin, and is totally eclipsed by things that actually matter, like content relevance, opt-in, etc.

Not that marginal advantages don't matter in the real world, but they certainly don't amount to a business model!

11:40 pm on Mar 27, 2007 (gmt 0)

10+ Year Member



I once had a professor who said he would never accept any research data taken on friday afternoons. Students were already "out to lunch" :)

Also, all music releases occur on Tuesday, so apparently people have nothing better to do on tuesday than buy music. This may have changed a bit with digital downloads however.

11:51 pm on Mar 27, 2007 (gmt 0)

WebmasterWorld Senior Member vincevincevince is a WebmasterWorld Top Contributor of All Time 10+ Year Member



It's always so hard to track due to the variable content in the newsletter, however I have found that for an information-based newsletter a Sunday evening works as well as any other time.
12:18 am on Mar 28, 2007 (gmt 0)

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Mondays are always heads above better any other day for my email campaigns. No comparison.
1:03 am on Mar 28, 2007 (gmt 0)

10+ Year Member



I send a monthly opt-in newsletter. If they download graphics, I can see it, and of course I can see it if they click on any of the many enticing links to our site.

We have never sent it on Thursday or Friday (I believe in the US the week-end begins at noon on Thursday.)

It is my observation, based on watching my logs, that Mon thru Wed doesn't make any noticeable difference, but I admit I have not done a formal scientific study.

3:35 am on Mar 28, 2007 (gmt 0)

10+ Year Member



mmmmmmmmmmm, chocolate teapot.

Tuesday 10-11am.

5:09 am on Mar 28, 2007 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Tuesday 10-11am.

That's also my preferred time to email. Second choice is Wednesday around the same time. I want email to reach destination AFTER the B2B reader is hit by his morning deluge of emails. I avoid weekends, Fridays and Mondays. Beware holidays.

Done a lot of emailing over the years. But have little in the way of statistical proof. Too many variables.

8:01 am on Mar 28, 2007 (gmt 0)

WebmasterWorld Senior Member vincevincevince is a WebmasterWorld Top Contributor of All Time 10+ Year Member



How about times? (If that's not too off-topic)

With many of us having hits from around the english-speaking world, what times do you find are the best?

8:39 am on Mar 28, 2007 (gmt 0)

10+ Year Member



Tuesday 10:00am precisely is when mine are triggered to go.

(and I use Campaign Monitor - as I've raved about previously)

8:55 am on Mar 28, 2007 (gmt 0)

10+ Year Member



Tuesday for serious stuff, although Friday's sometimes good if your subject is slightly tangential - people are fed up with work by Friday, and you can distract them more easily!
9:01 am on Mar 28, 2007 (gmt 0)

10+ Year Member



It also helps if the mail is dated some day in November, 2038. That way it stays at the top forever, unless it is read/deleted. So say the spammers who've been targeting my Yahoo mailbox!
10:50 am on Mar 28, 2007 (gmt 0)

5+ Year Member



We have noticed some good newsletter - open rates and responses if done on Tuesday or Wednesday. In regards to Friday, we have had a mix response.
But yes if anyone plans to send mails on Friday, it should be done before lunch hours.
12:10 pm on Mar 28, 2007 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



We find Tuesday and Thursday our the best days as well. Most people, when they take a day off choose either Monday or Friday to make it a long weekend.
12:53 pm on Mar 28, 2007 (gmt 0)

5+ Year Member



eROI publishes quarterly stats for free. Mondays have been hot recently. My gut is that aggregate data like that is a good guide, but not a replacement for testing. I've found Fridays to work well for messages with a single call to action, but items with lots of links, like newsletters to work better mid-week.

I was reading something a couple months ago about mailers who got a huge boost from separating home from work emails - hit the work ones Tue-Thur, but hit the home ones on Sunday and that created a huge lift.

1:18 pm on Mar 28, 2007 (gmt 0)

5+ Year Member



Tuesday through Thursday, gets highest open rates for all my campaigns
Tuesday through Thursday, I can't tell a difference in open rates

Monday, seems to get more spam reports for high-volume campaigns
Monday, the client is usually never ready to send
Friday, nobody opens it

Saturday and Sunday, we've never tried!

When sending on Tuesday, Wednesday and Thursday, I try to shoot for 11AM EST in the US so that East-Coasters read it during lunch and everybody else has it when they get to work and open their email client.

As a recipient of email campaigns, I really wish everyone would just send at 11 EST on Tuesday. That way we'd all get our crap emails at the same time and wouldn't get those obnoxious Outlook reminders all day every day. C'mon yall, do your part!

2:27 pm on Mar 28, 2007 (gmt 0)

10+ Year Member



Tuesday mornings always worked best for us, but we are B2C so keep that in mind.
6:20 pm on Mar 28, 2007 (gmt 0)

5+ Year Member



First of all, you rightly point out that the market niche will factor in here.

Secondly, when posters are including times keep in mind that they'll vary depending on geographic location. Saying that 11:00 is the absolute best time for an email drop is meaningless - if it's sent from Oregon it's already way past lunch in NY. And forget about the rest of the world.

I've had good experience with Wednesday's, but Friday's are surprisingly good depending on the flavor of the newsletter. Sending at 00:01 -8 GMT is our preference, but I know publishers who swear by 10am EST for every email drop.

There's no definitive answer here, and any positive responses to an email campaign will likely fluctuate wildly from season / time / day / moon phase.

12:32 am on Mar 29, 2007 (gmt 0)

5+ Year Member



Tuesday noon-ish has gotten us and our clients the largest open / CTR by far.
 

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