Ever sent an email that just felt right but then checked the open rate and… crickets? Email Send Times could be the culprit. I’d love to give you a one-size-fits-all answer and say every Tuesday at 1 p.m. is the golden hour… but unfortunately, that’s not the case. After working in many Klaviyo accounts, one thing I know for sure is that no two audiences behave the same. So how do you figure out what time your audience is most likely to open that email?
If every audience were the same, email marketing would be a lot easier, right? But here’s the good news: you don’t need a crystal ball to figure out the best send times for your list. With a bit of testing, data, and a few insider tricks, you can pinpoint that sweet spot
1. Leverage Industry Trends To Determine Email Send Times (But Don’t Rely on Them Completely)
Industry research is a helpful starting point, but it’s just that—a starting point. E-commerce brands, for instance, tend to see better engagement in the morning or early evening. However, these aren’t hard and fast rules. Think of these trends as your baseline, and then build from there.
Where to Start Your Research on Send Time Trends
For those just starting out, there are tons of resources to tap into. Klaviyo itself is a powerful place to dig into e-commerce trends. Check out Klaviyo’s Email marketing benchmarks by industry 2024—they’re packed with insights on average open rates, click-throughs, and optimal send times across various industries. You can find their latest report by going to Klaviyo’s Help Center or checking their Resources page.
If you’re looking for additional research, here are some reliable sources:
- Klaviyo’s Performance Dashboard: Once you’re sending regular campaigns, the dashboard will display your engagement metrics, including open times by segment, which can give you tailored insights.
- Klaviyo Community: Head over to Klaviyo’s community forums, where marketers share their findings, industry-specific benchmarks, and best practices that have worked for their audiences.
- General Industry Insights: For broader trends, resources like Campaign Monitor’s Annual Email Marketing Benchmark Report or HubSpot’s Email Marketing Benchmarks can give a snapshot of average engagement by day and time. Just keep in mind, they’re not specific to Klaviyo data, so always test your findings against your unique audience!
Pro Tip: If you’re just starting out, test sending emails on Tuesdays or Thursdays around mid-morning or early afternoon. But remember—this is just the jumping-off point, you need to A/B test and track the results to really learn what works for your account.
2. Analyze Audience Behavior in Your Klaviyo Dashboard
Klaviyo is your secret weapon here. Its reporting and analytics let you track when your audience actually opens emails. Here’s a quick step-by-step to start collecting insights:
- Check Historical Open Times: Look back at your recent campaigns. What patterns do you see in open rates at different times of day?
- Utilize Klaviyo’s Smart Send Time Feature: This feature is a game changer! It helps you automatically test and optimize send times based on engagement data from your specific audience.
Pro Tip: When you notice that certain times perform better, try grouping your sends around those times to maximize engagement.
3. A/B Test Like a Pro To Find Your Sweet Email Send Time Spot
Not sure if Tuesday at 10 a.m. or Wednesday at 2 p.m. will get better results? Let the data guide you. Run A/B tests for different times and days. Here’s how:
- Select a Single Variable: Start by testing different times but keep the rest of your email content identical.
- Monitor Not Just Opens, but Clicks and Conversions: High open rates are great, but clicks and conversions matter even more. This will help you find the time that drives both interest and action.
Example: If your audience tends to be active in the evenings, a test could show that sending at 6 p.m. brings in higher open rates than midday. Also keep a spreadsheet to track this data as it will be much easier to identify trends when looking at it in a Google or Excel Spreadsheet.
4. Create a Consistent Timing Strategy
Once you find a time that seems to work, stick to it! Consistency builds anticipation. Your subscribers start to expect your emails, which can improve your open rates over time.
5. Bonus Insight: Seasonal Timing Changes
Just as people change their shopping habits around the holidays, they also shift when they check emails. If it’s a busy season (like BFCM), your audience might be checking emails earlier in the day or over the weekend. Adjust your send times accordingly, and don’t hesitate to re-test.
Ready to test your timing? Try sending your next email at two different times this week and see how the results stack up. Leave a comment or DM me if you’re seeing trends—I’d love to hear your insights!
Just hit send friend,
Liezle 🦓
