When Should I Schedule My Marketing Emails?

June 1, 2015

Laptop and clock


Email marketing is a fast, easy and efficient way to reach prospects and clients. 2.5 billion people have an email address, which makes email marketing a smart, simple way to expand your client base. The right timing can maximize your efforts and get the highest click-through rate (CTR).

We often get asked by agents about when is the best time to send a marketing email. Here are answers to questions we often get about timing and email marketing.

Q: What's the best time to send an email?

A: Emails sent between 6 a.m. and noon have a lower CTR than ones sent immediately following the lunch hour. While some people check their emails between 9 and 11 a.m., this window can be risky. Most people get to work in the morning, open their inboxes and delete the clutter. If your readers do not recognize your name or email address, it can fall victim to the morning inbox purge.

Because of this, an email sent early in the afternoon has higher open and click-through rates. Emails sent between 2 and 3 p.m. have the greatest chance to get opened and read immediately. It's post-lunch, and the end of the work day is approaching. Also, most people usually check their emails one last time before they go home for the day.

Q: Would it make sense to send an email at 4:30 p.m.?

A: A lot of people are leaving work to avoid traffic, pick up dinner, attend an after-school function for their children, etc. It's better to schedule your marketing email around 2 p.m.

Q: What about my clients who don't work a typical 9 to 5 job?

A: Most people access their emails on a tablet or smartphone. So, there's a strong chance an email sent during normal business hours could be seen and acted upon in the evening.

Q: Do you recommend testing to find the best time?

A: Yes. Doing an A/B testing is a great way to determine what time works best for your clients. Maybe your younger clients respond 9 out of 10 times to emails sent around 1:30 p.m., but your older clients prefer to chat in the morning. You can find this out through A/B testing.

With that said, keep in mind that there really is no one time that is the ideal time for everyone. This is why we recommend using A/B testing to find what is best for your list. For insurance agents who use ITC's automated agency marketing system AgencyBuzz, our predictive send feature does the work for you. The system learns when your list is most likely to open an email and sends it to them at that time. Say for example, your client Jim opens his email at 10 a.m. AgencyBuzz will send his email at 9:30 so it is at the top of his inbox.

The success of your email marketing campaign depends on you and your clients. It's all about creating and maintaining that relationship. You know your clients better than anyone. Figure out what works best for you, and stick to it.

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