Permission-based marketing e-mails sent on Mondays have a higher deliverability success rate than any other day of the week, according to a new ReturnPath index.
The index also revealed that the best overall time to send mailings is between 6 a.m. and 10 a.m. ET.
The worst time to send e-mail, according to the index, is on Saturdays and Sundays between 10 a.m. and 2 p.m. ET, when delivery rates fall 10%.
The Index analyzed deliverability rates for day of week, time of day, and time/day combinations to determine whether higher e-mail performance could be achieved considering these factors.
Time of day mailings showed a more dramatic impact than day choice, with a variance of more than 5%, according to ReturnPath. Mailings sent between 6 a.m. and 10 a.m. ET showed delivery rate improvements of more than 2% over normal, while between 10 a.m. to 2 p.m. ET delivery rates dropped by more than 3%. The variance by day of week was nearly 3%, with Monday emerging as the best day of the week to e-mail.
ReturnPath analyzed more than 16,000 campaigns and 3.3 million messages between January and April through the company’s delivery monitoring platform. Campaigns were indexed and normalized across companies, resulting in an Index showing specific improvement potential for each company.
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