47% of Marketers Test Time of Day for Email Sends [Data]

by Jeanne Hopkins

Date

September 29, 2011 at 8:00 PM

Reaching subscribers at the right time can be the difference between getting your emails clicked and having them ignored. And the only certainty in determining the optimal time to send is by testing.

According to research from MarketingSherpa, if just 47% of marketers test when to send an email to their in-house lists, that means 53% of marketers are not considering that their emails might be opened, clicked through, and convert better with a change in the time actually sent.

During his "Science of Timing" webinar, HubSpot Social Media Scientist Dan Zarrella said that the commonly accepted best practice time of 11 AM Eastern is probably not ideal if you're trying to generate leads, simply because every other marketer is also sending their emails at that time, cluttering the inboxes of the targeted recipients.

Email Campaign Elements Routinely Tested to Optimize Performance

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Marketing Takeaway

As we mentioned, the only way to know when is the best time of day to send your emails is to do some testing of your own. Every target audience is unique, so marketers must optimize their email strategy depending on the behaviors of their specific audience. In your testing, consider trying out times you wouldn't think are optimal for email. Your results might surprise you.

Do you experiment with sending emails based on time zones, non-business hours, holidays, or weekends?

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