Send-time optimisation — timing email delivery to each subscriber's likely best engagement window — genuinely affects performance, though the magnitude of improvement varies enough that generic 'best time to send' advice should be treated with appropriate scepticism.
General claims about the 'best day and time' to send email are based on broad averages across many different audiences and industries, which may not reflect your own specific subscriber base's actual behaviour at all.
The 'best time to send email' according to a generic industry study is a reasonable starting guess, but your own audience's actual behaviour, tracked over time, is a far more reliable guide than any general recommendation.
This varies by audience, but meaningful improvements are commonly reported — the specific magnitude for your list is best confirmed through your own direct testing.
Both can benefit, though the specific optimal patterns often differ meaningfully — B2B audiences often engage more during business hours, while B2C patterns vary more by specific product and lifestyle context.
Testing one variable at a time generally produces clearer, more actionable results than testing multiple variables simultaneously in the same test.
If you want help optimising your email send timing for better engagement, talk to our team.
Test send-time optimisation against your own specific audience's engagement data rather than relying on generic 'best time to send' advice — individual audience behaviour varies enough that a genuinely data-driven approach consistently outperforms generic timing recommendations.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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