Timing plays a huge role in whether people open, read and act on your emails. Even the best designed campaign can fall flat if it lands in an inbox at the wrong time! One question we get asked all the time is “When is the best time to send an email?”

The honest answer is that there is no universal rule. Whilst there are general recommendations and industry benchmarks, every audience is different. The most reliable way to discover what works for your business is to test send times with A/B testing.

Why timing matters

The timing of your emails can affect:

• Open rates: People are more likely to notice your email if it arrives when they are checking their inbox. 
• Click throughs: The right timing can catch subscribers when they have time to engage. 
• Conversions: Sending when your audience is in the right mindset can increase the chance of action. 

Sending at the wrong time can mean your email is buried under newer messages by the time your subscriber next checks in.

Recommended send times for B2C

For consumer audiences, research often shows strong performance in the evening and at weekends, when people are relaxed and browsing on their own time. Commonly suggested windows include:

• Evenings between 6pm and 9pm 
• Saturday or Sunday mornings 

These times often align with when people check personal inboxes or have time to shop online. That said, some B2C brands see better results during lunchtime or mid-afternoon, especially if targeting mobile users.

Recommended send times for B2B

For business audiences, weekdays usually perform better. Professionals tend to check emails during the working day, particularly in the morning. Useful starting points are:

• Tuesday to Thursday mornings between 9am and 11am 
• Early afternoons between 12pm and 1pm 

These times coincide with when many people are catching up on work emails and are more likely to act on relevant offers or insights. Mondays and Fridays can be less effective as people are either starting the week or winding down. Avoid sending emails after 5pm or on weekends!

Why you still need to test

Although these recommendations provide a strong starting point, they are not guaranteed to work for every audience. Different industries, regions and subscriber behaviours all influence the best timing, which is why A/B testing is essential.

Test different days and times by splitting your list and measuring which performs better for opens, clicks and conversions. Over time you will build a clear picture of when your unique audience is most engaged.

Final thoughts

Send times matter, but there is no single answer that suits every business. Use the recommended B2C and B2B times as a foundation, then run your own tests to find the sweet spot for your audience. The more you experiment and track results, the more confident you will be in sending emails that arrive at the right moment and achieve real impact.