Maximising the open rate and engagement of your email marketing campaigns starts with a crucial strategic decision: the timing of your send. In this guide, we explore current trends to help you discover the most effective days and times, and learn how to optimise your strategy to ensure your message is seen, read, and drives conversions.
Sending business emails at the right time is essential to maximise the impact of your campaigns and ensure effective communication with your audience.
In this article, we will explore the best times to send business emails, based on recent studies and AI-driven trends.
Learn how to optimise your email marketing strategy to increase open rates, engagement, and conversions, strengthening your company’s digital presence.
Contents
Why is email sending time important?
The timing of business email sends is one of the most important factors in the success of your email marketing campaigns, as it directly impacts open rates and recipient engagement.
Sending an email when your audience is most receptive significantly increases the chances of your message being seen, read, and clicked, leading to better results for your business. Studies show that the best sending times are usually during the morning, especially between 6am and 12pm, with Tuesday often identified as an ideal day for B2B email sends.
Sending emails outside these time periods, such as late at night or during the early hours, can cause your message to get lost among other communications, reducing campaign visibility and effectiveness.
In addition, the right timing directly influences campaign results, including click-through rates, conversions, and return on investment. Optimised sending schedules help prevent emails from being ignored or marked as spam, improving sender reputation and future deliverability.
Studies and Data on the Best Times to Send Business Emails
Several industry studies identify effective patterns for business email sending, helping maximise campaign open rates and engagement.
In general, the highest open rates tend to occur in the morning, between 6am and 12pm, with a particular focus on mid-morning (around 10am), when most professionals check their inboxes after starting their workday. In addition, the period between 1pm and 3pm can also perform well, especially after lunch, when users return to their activities.
Regarding weekdays, Tuesday is consistently identified as one of the best days to send emails, followed by Thursday, while Mondays and Fridays usually show lower engagement due to the beginning and end of the working week. Weekends, especially Saturdays, are generally among the least effective times for sending campaigns, with lower open and click-through rates.
There are also important differences between B2B and B2C audiences. B2B emails tend to perform better during business hours, especially mid-morning on weekdays, reflecting the professional routines of recipients.
On the other hand, B2C campaigns often achieve higher engagement in the early evening, between 7pm and 9pm, when consumers are more relaxed and available to interact with offers and promotional content.
How Artificial Intelligence Optimises Email Sending Times
A intArtificial intelligence (AI) has revolutionised email marketing by allowing companies to optimise the timing of their campaigns, significantly increasing open rates and engagement. Through advanced automation and predictive analytics, AI analyses contact behaviour to identify the exact moment when each recipient is most likely to interact with an email.
Predictive analytics uses machine learning algorithms to study historical open and click patterns, predicting the ideal sending time for each message. It automatically adjusts delivery based on individual user behaviour, eliminating the need for assumptions and manual testing.
Personalising send times based on user behaviour is one of AI’s biggest advantages. Instead of sending emails at fixed times to an entire list, artificial intelligence adapts the delivery moment for each contact, considering when they usually open emails.
This means João can receive a campaign at 9am, while Maria receives it at 6pm, increasing the likelihood that both will read the message. This personalised approach maximises communication impact and improves the user experience.
At E-goi, two tools help optimise email sending times:
- Send Optimization (SO): The right time for each contact
Send Optimization uses artificial intelligence to analyse individual behaviour patterns within your contact base and identify the best sending moment for each person. This helps ensure that messages arrive when they are most likely to be seen and opened, increasing engagement and campaign effectiveness. - Global Send Time Suggestion: When timing makes all the difference
Based on the last 90 days of opening history, Global Send Time Suggestion recommends the ideal day and time to send email campaigns, helping maximise open rates and communication impact.
See also: How to Use Artificial Intelligence in Digital Marketing
Tips to Optimise Business Email Sending
To ensure your business email campaigns reach their full potential, it is essential to optimise sending strategies. Below are the main tips to improve results, considering segmentation, testing, frequency, and quality.
Contact List Segmentation
Segmenting your email list is essential for sending more relevant and personalised messages. By grouping contacts based on interests, behaviour, location, or stage in the customer journey, you can significantly increase open rates and engagement.
Studies show that effective segmentation can increase open rates by up to 39%, as content becomes more aligned with the needs and expectations of each group.
A/B Testing to Identify the Best Sending Times
Running A/B tests is an essential practice for discovering which days and times work best for your audience. By sending different versions of the same campaign at different times, you can analyse which one achieves higher open and click-through rates. This experimentation helps refine your sending strategy and optimise timing for better results.
Frequency and Consistency in Sending
Maintaining a regular and consistent email schedule creates expectations and strengthens customer loyalty. It is important to define an editorial calendar that includes strategic dates, holidays, and relevant events for your industry.
Avoid sending too many emails to prevent overwhelming your contacts, but also avoid long periods without communication to maintain audience interest.
Deliverability and Content Quality Considerations
Deliverability is directly linked to sender reputation and the quality of the content being sent. To prevent emails from landing in spam folders, keep your contact list clean by removing invalid or inactive addresses.
Additionally, avoid excessive use of images and words that may trigger spam filters, such as repeated use of terms like “free” or “discount”.
Clear, objective content with a good balance between text and images (around 60% text and 40% image is commonly recommended) increases the likelihood of users reading and interacting with your emails.
Common Mistakes When Choosing Email Sending Times and How to Avoid Them
Choosing the wrong time to send business emails can compromise the success of your campaigns. Understanding the most common mistakes helps you avoid them and improve results.
Sending Emails During Low-Activity Periods
A common mistake is sending emails when the audience is less active, such as very early in the morning, during the night, or late in the day. Studies suggest that periods before 10am and after 2pm often show lower performance, with reduced open and click-through rates.
You should also avoid sending emails during distraction periods, such as weekends or holidays, especially Sundays, when engagement is usually at its lowest.
Ignoring Time Zones and Audience Habits
Sending emails without considering your contacts’ time zones can cause messages to arrive at inconvenient moments, reducing the chances of being opened. Ignoring your audience’s habits and routines, such as professionals who mainly check emails during working hours, can also reduce campaign effectiveness.
To avoid this, segment your list by location and adapt sending times according to your recipients’ profiles and behaviours.
Not Analysing Performance Data and Metrics
Another major mistake is failing to track campaign metrics to understand which sending times actually work for your audience. Ignoring data such as open rates, clicks, and conversions prevents the adjustments needed to optimise email timing.
Use analytics tools and run A/B tests to identify patterns and continuously improve your sending strategy.
Conclusion
Choosing the best time to send business emails is a strategic decision that can transform the results of your email marketing campaigns. Sending messages at the right moment increases open rates, engagement, and conversions, ensuring more effective and relevant communication with your audience.
Market studies indicate that mornings, especially between 6am and 12pm, and weekdays, particularly Tuesday, are the most suitable periods for B2B email campaigns.
For B2C campaigns, early evening can be more effective. In addition, artificial intelligence plays a key role by personalising delivery times, adjusting send schedules based on individual contact behaviour, and maximising the impact of your messages.
To further optimise your campaigns, it is important to segment your contact list, run A/B tests, maintain consistency and frequency in sending, and ensure content quality and deliverability. Avoiding common mistakes, such as ignoring time zones or failing to analyse metrics, is also essential for success.
With the E-goi platform, you can rely on advanced automation and artificial intelligence technology that helps identify the best sending time for your business, ensuring emails reach each recipient at the ideal moment.
Want to increase the effectiveness of your email marketing campaigns? Try E-goi and discover how intelligent automation can improve your results. Start optimising your email delivery today and strengthen your company’s digital presence.