There is no single best time for everyone. Your audience’s habits matter more than general studies.
Starting points to test
- B2B: weekday mornings, around 9–11 am IST.
- Consumers: evenings (7–9 pm) and weekend mornings.
- Restaurants: late morning for lunch, late afternoon for dinner.
- Sales: early in the day so people have time to shop.
See general activity patterns in our best time to post tool.
How to test
- Split your list into two random groups.
- Send the same email at two different times.
- Compare clicks and conversions, not just opens.
- Repeat a few times before deciding.
Calculate results with our email metrics calculator.
Send-time optimisation
Some email tools can send to each subscriber at the time they usually engage.
Consider the content
Time-sensitive offers should arrive early enough to act. Festive emails should go out before the rush, not on the day.
Consistency
A regular schedule helps subscribers expect your emails.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
