The Best Time to Send Your Newsletter

Have you ever found yourself wondering, right before you're about to hit that scary send button, if now is the best time to send out your newsletter? Don't worry. You're not alone. I get asked this question ALL the time.

To be honest with you, there's no "one-size-fits-all" answer to this question. There are some general rules you can follow, like don't send on weekends and don't send on Monday's because everyone else sends on Monday. But finding the best time to send your newsletter is very unique to your audience, the type of content in your newsletter and what you're asking your reader to do.

The only way to know the best time to send your newsletter, is to do some testing with your very own audience.

The next time you go to send out a newsletter, instead of sending it to your entire list at the exact same time, split your list into 4 equal and random segments.

Next you'll want to choose 2 days of the week that you'd like test against each other. For example, you might be interested to see if sending your newsletter on a Tuesday (at the beginning of the week just as people are settling into their routines) might get more engagement than sending it out on a Thursday (at the end of the week as people start to check out and get ready for the weekend). 

Now choose 2 different times of the day to test against each other. For example, maybe you want to test a morning send at 7AM to catch people on their way into work and an evening send at 5PM to catch people on their way home.

Once you've chosen your days of the week and times of day, you'll need to send the exact same email (this is VERY important) to each of your 4 segments (Tuesday at 7am, Tuesday at 5pm, Thursday at 7am and Thursday at 5pm) and watch the opens and clicks of each email to see which one gets the most engagement.

When you're watching the results, make sure you give each send the exact same time to soak. For example, jot down the open and click-through rate of the first send exactly 24 hours after it went out. Then wait the exact same amount of time to jot down the final performance of the other 3 sends before making the final call of which email performed best.

There you have it, a method to determine when YOUR audience is most likely to open and engage with your newsletters. Be sure to run this test multiple times while testing various different days of the week and times of day. The more tests you run, the more you'll learn about your audience and the closer you'll get to finding the perfect time to hit that send button.

But whatever you do, hit the button! Sending the email at any ol' time is better than not sending it at all.