It’s the age-old debate of every email marketing conversation: “when is the best time to send an email newsletter?” The answer is — there isn’t one best time. Yes, you read that right. If you want to increase email engagement rates, it’s not as simple as picking a certain day or time.
And do you know what we’ve found? The best time to send an email newsletter varies by industry, audience, and engagement goals. There is no one-size-fits-all time to send an email newsletter.
The core of email marketing engagement is a newsletter tailored to your product, brand, and target audience. To accomplish this, it’s essential to continually test, analyze, and optimize your email campaigns. What does this look like in real-time? Let’s dig in.
Test your emails
The foundation to perfecting email engagement is testing what works and doesn’t work for your audience in every aspect. This includes testing the time of day you send, subject lines, copy, graphics, and other key elements of the email.
Note that this may be different for each audience segment, product, and type of email (i.e., feature announcement vs. welcome email) you send. It may sound overwhelming to test so many things with multiple segments, but thankfully there’s a systematic way to approach email tests that will simplify uncovering
Segment your email subscriber list
To your subscriber list, divide your email list into smaller lists according to key characteristics, such as demographic, business type, purchase behavior, or location. Segments will allow you to see what has the most impact on each brand audience as well as provide more targeted email marketing in the future.
Ideally, your email marketing platform should have a segmentation tool that will make it easy to do. Here’s how it works on Campaign Monitor’s platform.