Getting your timing perfect can be tricky, maybe you have people on multiple timezones, or you are new to all this and just don’t have the data to reference to know what time is good for you.
As a general rule of thumb, B2B emails work towards the middle of the day, in the middle of the week, and B2C works early morning, evenings and weekends. The thinking is that people are at work and check work emails during work hours, and non-work emails whilst watching TV at home. HOWEVER, take that advice with a pinch of salt. Covid and home working has thrown all that into chaos, and the ‘old way’ of doing things has changed.
The best idea long term is to understand your own audience, and over time find a sweet spot when to send your emails, but if you are new to email marketing, Mailchimp has a couple of sending options that can help you get running…
Send time optimization
Mailchimp calculates the optimal time to send your email, based on your subscriber being in other people’s audiences, and can therefore calculate based on past data, when they are likely to open your emails. Clever AI robot stuff.
This smart feature allows you to send in your recipient’s time zone. Cos you are playing with time, and time only moves forward (sorry Marty McFly), you need to allow 24 hours notice before you want your email to send out.
A word of warning. Mailchimp uses your subscriber’s IP address to determine their geographical location, and since Apple now auto-block tracking in Apple Mail, this is not 100% accurate. Our advice, skip this feature.
Send in batches
If you are sending to a large number of recipients, you can send it out in batches. This is super useful if you are sending an offer or tickets to an event and you only have x tickets on sale.