Our poll in February 2008 suggested that campaigns broadcast on Tuesdays yield the most opens for b2c campaigns, with 46% of the vote. However, b2b companies tend to broadcast their campaigns between Tuesday – Thursday with Mondays, Fridays and weekends being avoided.

Be wary however, do not use polls or industry reports as a basis for when you broadcast your email campaigns! The day on which you broadcast your email campaigns depends on your business activity and your audience’s email habits. The beautiful thing about email marketing is that is very cheap when compared to other channels, therefore, make the most it and test your campaigns on different days and look at the key metrics when evaluating your campaign success: Open rates, click through rates, response rates and unsubscribe rates.

Other factors to consider when deciding your email campaign broadcast dates include:

• Bank holidays: Not only in the UK. Check bank holidays abroad if you broadcast your campaigns in different countries.
• Holidays: August is traditionally a tough month for marketing in general, however, good weather on weekends affects campaign results.
• Events: If you work for a b2b company, avoid broadcasting messages during major industry events or exhibitions
• Urgency: Don’t broadcast a campaign just to “get it out”, stick to the days that work for your company!