Contrary to belief, Fridays are a peak day for webinar registration as professionals focus on self-improvement. Similarly, sending long-form emails on Sunday mornings sees high click-through rates as executives catch up on reading without workplace distractions.
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The concept of a single best day and time to send an email is misleading. Instead, marketers should vary send times throughout the week to reach different segments of their audience. The key metric is the aggregate number of unique individuals engaged weekly, not the performance of a single blast.
Data shows a 75% year-over-year increase in Friday webinar attendance. Marketers who avoid Fridays are missing a key opportunity, as professionals now use this day for content consumption and self-improvement, a trend that accelerated post-COVID.
Generalist World's newsletter achieves a 45% open rate by focusing on consistent utility. Every Tuesday subscribers get curated jobs, and every Friday a podcast. This reliability ensures subscribers see value in every email, rather than relying on unpredictable content.
By framing a marketing webinar as a "date night," a business can increase show-up rates and engagement. This unique angle grants permission for a longer session, allowing for a complete pitch in one sitting rather than over multiple days which suffer from high drop-off rates.
Instead of optimizing for a single "best" send time, marketers should vary sending days and times (e.g., evenings, weekends). This strategy acknowledges that different people within your database interact with email at different times, maximizing overall reach and engagement across your entire list.
The 10-day period from January 20-30 is a prime time for email campaigns. Professionals are past the holiday slump and newly motivated for the year, making them highly receptive to demo requests, content downloads, and purchases before the next holiday marketing cycle begins.
In late January and early February, consumers and business professionals feel pressed for time. Marketers can increase conversions by offering shorter content formats and explicitly highlighting the minimal time commitment, like a '22-minute webinar' or a '9-minute call.'
The idea of a single best time to send an email is outdated. Instead, measure success by the weekly aggregate of unique individuals opening your emails. Sending at various days and times hits different audience segments, maximizing your total reach over time.
Over 80% of marketers send emails on the hour, flooding inboxes in the first 10 minutes. By scheduling campaigns for a non-standard time, like 8:07 AM instead of 8:00 AM, you avoid this clutter and can increase open rates by around 15%.
Obsessing over a single "best day and time" is a flawed strategy. Different subsets of your audience are active at various times, including nights and weekends. Sending emails at varied, unconventional times ensures you reach these distinct segments rather than repeatedly hitting the same group.
