Best time to send newsletters

Does your send timing affect whether your newsletters get opened?

Best time to send newsletters

The short answer is yes. When you send your email can significantly impact your open rates. This guide covers general best practices, industry-specific recommendations, and how to find the optimal timing for your specific audience.

Why timing matters

Your subscribers have limited attention. They check email at specific times during the day, and their inbox is constantly filling up with new messages.

Send at the wrong time, and your carefully crafted newsletter gets buried under dozens of other emails. Send at the right time, and you land near the top of the inbox when your subscriber is actively checking.

The difference can mean a 20-50% improvement in open rates.

General best practices

Research across millions of emails suggests some consistent patterns:

Best days to send

Tuesday, Wednesday, and Thursday tend to perform best for most businesses.

  • Tuesday: People have cleared their Monday backlog and are in work mode
  • Wednesday: Mid-week focus is high, good engagement
  • Thursday: Still productive before the weekend wind-down

Avoid:

  • Monday: Inbox overload from the weekend. Your email competes with accumulated messages
  • Friday afternoon: People are mentally checking out for the weekend
  • Weekends: Lower open rates for most B2B content (though B2C can vary)

Best times to send

Mid-morning (9-11 AM) and early afternoon (1-3 PM) tend to work well.

  • 9-11 AM: People have settled into their day and are actively checking email
  • 1-3 PM: Post-lunch email check is common
  • Avoid very early morning: Gets buried by emails that arrive later
  • Avoid late evening: May sit unread until the next morning

Industry-specific recommendations

Different industries and audiences have different habits. Here are guidelines by sector:

B2B services and consulting

  • Best days: Tuesday, Wednesday, Thursday
  • Best times: 9-10 AM or 2-3 PM
  • Why: Professionals check email during work hours, often in morning or post-lunch

E-commerce and retail

  • Best days: Thursday, Friday, Sunday
  • Best times: 10 AM, 8 PM
  • Why: Shopping research happens mid-week; weekend leisure browsing is common

Restaurants and hospitality

  • Best days: Thursday, Friday
  • Best times: 10-11 AM or 4-5 PM
  • Why: People plan weekend activities and evening meals in advance

Health and wellness

  • Best days: Monday, Tuesday
  • Best times: 6-8 AM or 5-7 PM
  • Why: Health-conscious subscribers often check during morning routines or after work

Creative services and entertainment

  • Best days: Wednesday, Thursday, Saturday
  • Best times: 12 PM, 7-9 PM
  • Why: Lunch breaks and evening leisure time work well for creative content

How to test what works for your audience

General guidelines are a starting point, but your audience is unique. Here’s how to find your optimal timing:

1. Start with a hypothesis

Based on the guidelines above and your knowledge of your audience, pick two times to test:

  • A “safe” option (Tuesday 10 AM)
  • An alternative based on your audience’s habits

2. Run an A/B test

Split your list into two groups and send the same newsletter at different times. Compare open rates after 48 hours.

3. Track over multiple sends

One test isn’t enough. Run several tests over different weeks to account for variables like holidays, seasons, or news events.

4. Look at your data

Review your past campaigns. Which sends had the highest open rates? Look for patterns in timing.

5. Consider your subscribers’ time zones

If your list spans multiple time zones, consider:

  • Segmenting by location and sending at optimal local times
  • Using send-time optimization features (if your platform offers them)
  • Picking a time that works reasonably well across zones

Common timing mistakes

Sending at exactly the hour

Many email marketers schedule sends at round times like 9:00 AM or 2:00 PM. This creates competition. Try sending at off-times like 9:17 AM or 2:23 PM to avoid the rush.

Ignoring holidays and events

Major holidays, industry events, or big news days can tank your open rates. Avoid sending during times when attention is elsewhere.

Being inconsistent

Subscribers develop expectations. If you usually send Tuesday mornings, stick with it. Inconsistent timing can confuse subscribers and reduce engagement.

Over-optimizing

Small timing tweaks rarely produce dramatic results. Focus first on writing better subject lines and providing valuable content. Timing is important but secondary.

Time zones and scheduling

If your audience spans regions, you have options:

Option 1: Single send, optimal for majority

Pick a time that works for your largest subscriber segment. Accept that some will receive it at suboptimal times.

Option 2: Segment by region

Create segments for different time zones and schedule multiple sends at locally optimal times.

Option 3: Use smart sending

Some email platforms can automatically optimize send times for each subscriber based on their past open behavior.

Minutemailer’s scheduling features let you choose your approach. Schedule sends in advance and let the platform deliver at your chosen time.

Putting it into practice

Here’s a practical approach to optimize your send timing:

  1. Start with Tuesday or Wednesday at 10 AM if you’re unsure
  2. Monitor your open rates for the first few sends
  3. Test one alternative time and compare results
  4. Stick with what works once you find your optimal window
  5. Revisit seasonally as subscriber behavior can shift

What matters more than timing

While timing is important, these factors typically have a bigger impact on open rates:

  1. Subject lines: The biggest factor in whether emails get opened
  2. Sender reputation: Consistent, valuable content builds trust
  3. List quality: Engaged subscribers who want your content
  4. Email frequency: Finding the right cadence for your audience
  5. Mobile optimization: Most emails are opened on phones

Summary

The best time to send newsletters depends on your audience, industry, and content type. General guidelines suggest Tuesday through Thursday, mid-morning or early afternoon, but testing your specific audience is essential.

Start with research-backed recommendations, test alternatives, and track your results over time. Combined with strong subject lines and valuable content, optimized timing helps ensure your newsletters reach subscribers when they’re most likely to engage.