What Day of the Week Should You Send Email?

Email Volume by Day of WeekWhat time should I send my email? What day of the week should I send on? What’s the perfect subject line length? To personalize or not? These are just a handful of questions bouncing around in the heads of marketers who are trying to make sure their email campaigns are efficient and successful.

And while there is no silver bullet answer to any of these questions, marketers need to paw attention to trends in their industries, and above all else, test.

The Who’s Mailing What’s (WMW!) email campaign database covers 220 categories ranging from B-to-B to retail to technology to insurance and more, and receives more than 22,000 emails monthly. Using WMW! exclusive data, 2013 and 2014 yearly data can be used to assess email volume by day of the week.

Tuesday was the most popular day for sending emails, with Thursday a close second for 2014 and 2013. A review of emails received by WMW! illustrates both days dipped slightly in 2014 — Tuesday from 17.8 percent in 2013 to 17.4 percent and Thursday from 17.6 percent in 2013 to 17.1 percent — but still held the top overall spots.

This dip in 2014 could be attributed to more emails being sent on the weekends in 2014 (17.5 percent compared to 15.7 percent in 2013) due to the mid-term elections as Fundraising-Politics offers made the t op five categories list in 2014 for both Sunday and Saturday.

Next closest was Wednesday, which took up 16.7 percent of weekly emails in 2014 after being at 16.5 percent in 2013. Monday and Friday also saw lower percentages in 2014. Monday went from 16.6 percent of weekly emails in 2013 to 15.9 percent in 2014; while Friday had 15.7 percent in 2013 and fell to 15.4 percent in 2014.

Email Marketing 2015Retailers seem to send the most emails daily followed by publishers (magazines and newsletters) then nonprofits/fundraisers for politics and social action (causes). For all days, the top three email categories for 2014 were Catalogs-Consumer, Retail Traffic Builders and Magazines-Special Interest.

For more information about email marketing trends, check out Direct Marketing IQ’s newest report, Email Marketing 2015.


Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.
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