The Best Time to Release Email Campaigns


Your clients might consider using your services to manage their email marketing campaigns if you can show them your expert understanding of the industry. There are optimal days of the week and times of day to release email campaigns. And, it turns out the email subject line should be as alluring as the title of a novel. Here are the details.

Last year’s B2B email open rate in the U.S.  was about 19.9%. Keep in mind that the open rate is calculated on the total of messages that successfully reached the target mailbox. You can help your clients maintain a good mailing list.  Encourage them to remove names and addresses from their lists if three emails in a row haven’t been opened. This practice is a must if the addresses are Gmail-​based, which moves email directly to the Promotions folder.

Businesses that perform in the top quartile of email marketing campaign outcomes report an open rate of over 44%. This quartile is where your clients want to be. The industry stragglers are dealing with an open rate that’s more like 7.8%, according to statistics compiled in a recent Superoffice​.com post by Steven MacDonald.

To ensure that maximum open rate for your clients, release their campaigns on a Tuesday. In general, 19.9% of received emails are opened on Tuesdays. The next best bet is Fridays, which have an average open rate of 19.6%. Time of day matters, too. More recipients open email at 3 p.m. than at any other time of day. Maybe that’s when they’re in the mood to take a break from what’s happening at work. In addition, let your clients know that over 90% of email opens happen within 24 hours of receipt. If their email campaign is touting a promotion, businesses should be immediately ready to handle the demand generated by their marketing efforts.

Email messages must be optimized for reading on mobile devices. There’s no excuse for skipping this step. In the past few years, the rate of opening emails via mobile has jumped from 27% to 55%. If you don’t help your clients format their messages properly, recipients are likely to skip reading them.

Finally, did you know that open rates for email with subject lines that include the recipient's name can be as high 18.3%? Email messages that don't contain the person's name in the subject line average a 15.7% open rate. Share these statistics with your clients and help them start planning their next email campaign.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.