With email marketing, timing is everything

Although many marketers work around the clock, data suggest they should pay more attention to the timing of their outreach. Here’s insight on when to interact—and how.

Ragan Insider Content

To reach consumers through email, when you decide to hit “send” is almost as important as the content of your message.

To resonate with busy professionals, survey results from ReachMail suggest taking an in-depth look at when your emails are going out, as some of your data might be outdated. If you want to meet the needs to today’s email-focused consumers, here’s what to adjust:

When you should send your first—and last—email

On average, most consumers are scanning their virtual inboxes when they first wake up and just before they go to sleep at night. For many people, though, those specific times will vary.

Here’s the latest, from ReachreMail:

How about the infamous “first check” of the day—does it happen in bed, at breakfast, on the train, twenty minutes after you’ve arrived at the office and gossiped for a bit? More than 70 percent of Americans check their email for the first time from 5 a.m. to 9 a.m.

New York and New Jersey consumers average the latest first check—just before 9 a.m.—and people in Utah check earliest, just after 6:30 a.m.

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