When do you check your personal email? Do you let it build up throughout the work week and go through it during the weekends? Do you check it on Monday when you’re also sorting through your work email? Or do you check it while you’re at lunch or on a quick, but much-needed, break from work?
In today’s MarketingExperiments Blog post, we’re going to explore which times of the day and days of the week people are most likely to interact with their emails — two questions of optimal interest for any emailing campaign.
Testing the time of day when people interact with email
In email testing, we focus so much on the content and landing page of the email, but that hard work won’t pay off if email recipients don’t open or clickthrough the email. We wanted to get a better understanding of when people interact with emails to determine the best time of the day and day of the week to send promotional emails.
First, we began testing what time of day people are most likely to open and interact with emails.
Emails were currently being sent out on Mondays and Wednesdays at 7 a.m. EST. We hypothesized that by sending emails at various times throughout the day, we would learn the optimal times recipients are most likely to open and clickthrough their emails.
In an A/B split test, we sent a promotional email at 7 a.m., 3 a.m., 3 p.m. and 7 p.m. EST on a Monday. We wanted to isolate the general times of day people may be interacting with their email.
3 a.m. was tested to determine if people were more likely to interact with their emails as soon as they wake up in the morning and before they start their day, while 3 p.m. would tell us if people were checking their emails in the afternoons.
Lastly, 7 p.m. results would show that recipients were more likely to check and interact with their email in the evenings or later at night.
By sending emails at 7 p.m. EST instead of 7 a.m. EST, we saw a 12% lift in open rate: