Timing is everything. From knowing when to ask someone out, to knowing when to send an email to get the most attention. If you send your emails at the wrong time your message could get lost altogether by customers that are simply too busy to read your message at that time. While each of your clients will have different preferred times and days to review your email offers, and they won’t always check their email at the same exact moment each time, you can typically pick a point in which you will get the greatest average open rate to get an overall better response.
Day of Week
If you are targeting professionals on their work email, Tuesday to Thursday is the best time to reach them as they’ve gotten over the Monday blues and aren’t thinking about cutting out early on Friday. If you have mostly personal emails, avoid the business days and focus on Friday to Sunday when they are more likely to be cruising through personal correspondence.
Time of Day
For the most part, daytime (11am to 3pm) is when your professional clients are staring at their computers and have already crossed a few urgent things off their list and out of their inbox and are typically having (or thinking about) their lunchbreak. This time has been proven to have the highest open rates for your professionals, but better open rates are found to personal email addresses when sent 5 to 8 PM.
While these are guidelines for the general population, you should be monitoring and testing your own open rates to find your own ‘sweet spot’ when it comes to timing. For example, you could have more soccer moms than the average salon and therefore they could prefer early morning emails before the kiddos are awake. Start with these benchmarks and then test when you get the best open rates for your email campaigns.