Setting up regular newsletters requires regular optimization of their performance. The goal: to deliver the right message, to the right person at the right time. The period chosen for sending the e-mailing is therefore of considerable importance. Many tools also allow the programming of the sending. The goal of this process is to determine precisely what time of the week and / or day readers are most receptive. Depending on the sector and the target, certain niches should be avoided. Others are particularly promising in terms of engagement.
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When to send a newsletter?
According to various studies carried out, it turns out that in general the most opportune time to distribute a newsletter is the heart of the week, from Tuesday to Thursday. In terms of schedules, it is advisable to favor the middle of the morning, at 10 a.m., or the beginning of the afternoon, at 2 p.m.
The days to avoid
In a B2B context, the choice of the moment to schedule the sending of the newsletter must take into account the daily life of the reader as a marketing target, but also as an individual who in fact has his personal constraints.
This is why it is traditionally not recommended to send newsletters on Monday and Friday, or too late in the evening. This is what three studies underline: the Sellinity report, the SendinBlue study, relayed by SiècleDigital and the analysis carried out by Mailjet. But these recommendations are not formally valid for all types of activity. In addition, as with any other marketing action, knowing the target audience is a key success factor.
Monday is a day to avoid for sending e-mailing campaigns, and for a simple reason: back at the office, people generally take the opportunity to sort through the e-mails received since the end of the week. former.
This is probably the time of the week when they will be least receptive to a newsletter, even if they are checking their messages. A mailing sent on that day will have a good chance of ending up in the recycle bin.
In a professional context, prospects are unlikely to check their inbox during the weekend. Because they finish their day early, or have tasks to complete before the end of the week, readers are therefore not in optimal receptivity conditions.
The weekend (Saturday and Sunday)
Despite the increasingly blurred boundaries between private and professional life, weekends remain a time dedicated to family life, household chores or activities with friends or children. In a context where the target is a B2B audience and the newsletter deals with professional subjects, weekend days are those where readers will be the least receptive.
The best time to send a newsletter according to the industry
While these tips on the days to avoid are useful for all types of activities, the ideal time to send a newsletter depends on many factors, including the one related to the target. Indeed, taking into account the potential habits of the recipient is essential to determine the right time to send. A moment to be considered as an opportunity, which therefore depends more on the recipient’s level of receptivity to the message than on a schedule or day of the week.
Certain sectors of activity such as e-commerce or mass distribution are also dependent on very specific niches. SendinBlue has carried out a survey that provides answers to the question “When to send my newsletter?” », While highlighting the notable differences between these different sectors.
e-Commerce: Wednesday at 10 a.m.
In its survey, SendinBlue takes into account two main factors to illustrate the performance of a newsletter at a defined time: the open rate, and the click rate. For e-commerce, the open rate is surprisingly higher on Mondays.
Why then favor Wednesday? Simply, the click-through rate has a much better score: 35% on Wednesday, against 10% on Monday. To define the ideal sending time, the same method is applied. SendinBlue shows that the time when the e-commerce sector has the most e-mail openings is relatively close to the average for all sectors combined.
On the other hand, based on the click-through rate, it is found that the ideal niche for e-commerce is smaller, compared to the overall average. To achieve their conversion goals, e-merchants are therefore advised to send their newsletters on Wednesdays at 10 a.m.
Software: Wednesday between 2 p.m. and 3 p.m.
If Wednesday is the day with the most performance on average, the software sector clearly continues this trend with a click rate of 38% on that day.
After study, the ideal time slot for this sector would be at the beginning of the afternoon, more particularly the 2 pm to 3 pm time slot. It is the best time of day to send a newsletter for the software industry. This is justified in particular by a concentration of openings between 1 p.m. and 3 p.m.
Far from the general average, concentrating 24% of clicks between 4 p.m. and 6 p.m., most of the clicks in this sector alone are around 36% between 2 p.m. and 4 p.m.
Marketing: Wednesday between 2 p.m. and 4 p.m.
For a marketing agency, Wednesday afternoon should be preferred for sending e-mailings. These are mostly open between 2 p.m. and 4 p.m., and 20% of clicks occur between 3 p.m. and 5 p.m. By merging these 2 data, information follows: the ideal time to send a newsletter for a company in the marketing sector is as follows: Wednesday at 4 p.m.
Large distribution: Thursday between 8 a.m. and 10 a.m.
When it comes to the e-mail open rate, mass distribution is closely following the overall trend. Emailings are viewed relatively evenly every day of the week, except weekends when rates are lower than average.
With a click-through rate higher than the average on Thursday, it is interesting for any player in the mass distribution to focus on this day. And since it is more particularly on the time slot between 8 a.m. and 10 a.m. that we see the best click-through rates, this is the right time to send a newsletter. As a result, recipients consider going to the store when the weekend arrives, thus justifying lower than average click rates on Friday and during the weekend.
B2B and professional services: Thursday between 8 a.m. and 10 a.m.
B2B and professional services companies register a significant opening rate on Tuesday, with an average opening time between 7 and 10 a.m. For its part, the click-through rate is maximum on Wednesdays.
However, the 22h-00h time slot accounts for 32% of clicks, unlike the average for all sectors combined, which is concentrated on the end of the afternoon.
According to SendinBlue, B2B and professional service companies maximize the performance of their newsletters by choosing to send them on Tuesday morning, between 8 a.m. and 10 a.m. So now is the perfect time to send out a B2B newsletter and maximize results.
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