If you’ve ever Googled “best time to send an email”, you’ve probably seen wildly confident answers like:
- “Tuesday at 10am is best”
- “Never send emails on a Monday”
- “Friday afternoons are dead”
And while those statements sound reassuring, the truth is a little more nuanced.
There isn’t one perfect time to send emails that works for everyone, but there are patterns, behaviours, and better starting points that can help your emails get opened and read.
Let’s break it down.
Why there’s no one-size-fits-all best time
Email timing depends heavily on:
- Who your audience is (business owners, employees, parents, creatives, etc.)
- What the email is about (sales, reminders, education, nurture)
- How people interact with your brand (quick scans vs intentional reading)
For example:
- A corporate audience may check emails early in the workday
- A creative or wellbeing audience may open emails later, once they’ve slowed down
- Parents often open emails after school drop-off or in the evening
So rather than chasing a “magic hour”, it’s more helpful to understand human behaviour around email.
Generally better times to send emails (based on patterns)
While there’s no single best time, data and real-world experience do show clusters of higher engagement.
Morning: 9am–11am
This is one of the strongest windows for many audiences.
Why it works:
- People are checking emails as part of starting their day
- Inboxes feel more “manageable” earlier on
- Decision fatigue hasn’t kicked in yet
Best for:
- Newsletters
- Educational content
- Announcements
- Thoughtful sales emails
⚠️ Caveat: early morning (before 8am) can work, but only if your audience expects it.
Lunchtime: 12pm–2pm
This window can work surprisingly well, especially for mobile readers.
Why it works:
- People scroll while eating lunch or taking a break
- Less pressure than first thing in the morning
Best for:
- Lighter content
- Personal stories
- Community updates
⚠️ Caveat: this can be hit-and-miss for corporate audiences with busy schedules.
Evening: 6pm–9pm
Often overlooked, but very powerful for the right audience.
Why it works:
- People are out of “task mode”
- More emotional availability
- More time to actually read, not just skim
Best for:
- Coaching, wellbeing, and personal development emails
- Reflective or nurturing content
- Gentle invitations or reminders
This is often a sweet spot for heart-led brands.
Times that tend to be trickier
These aren’t “never send” zones just lower priority starting points.
- Very late at night (after 10pm): easy to miss or forget by morning
- Mid-afternoon (2–4pm): energy dips, meetings, school pick-ups
- Friday late afternoon: people mentally checking out
Again, not rules, just trends.
What matters more than timing (really)
Here’s the part many people skip.
1. Consistency beats perfection
Sending your email at roughly the same time each week trains your audience to expect it. Familiarity builds trust — and opens.
2. Relevance matters more than the clock
A relevant, helpful email sent at a “meh” time will outperform a boring email sent at the “perfect” time.
3. Test your audience
If you can, experiment:
- Send the same type of email at different times
- Track open rates and clicks
- Look for patterns over a few weeks
Your audience will always give you better data than generic advice.
A simple starting point (if you just want an answer)
If you’re feeling stuck and just want a solid place to begin:
- Start with mid-morning (around 10am)
- Be consistent for a few weeks
- Then adjust based on what you see
You don’t need to optimise everything at once.
Final Thoughts…
Email marketing isn’t about tricking people into opening messages, it’s about showing up when they’re most likely to welcome you.
Think less:
“What’s the best time according to the internet?”
And more:
“When would my people most appreciate hearing from me?”
That shift alone will improve your results.