First of all, it must be said that there is no exact science to define the optimal day and time for sending newsletters or the day and time that will ensure you the greatest number of openings and clicks.
This is because there is some variability based on audiences, demographics, internet habits, and more.
For example, a 24-hour supermarket may have insomniacs and night owls among its interlocutors, who will appreciate the 2.00 am newsletter on Thursday which warns them that they can benefit from a 10% discount on the trolley if they go shopping before 6.00 am.
However, it is usually more reasonable to send newsletters during the day. Therefore, if not some mathematical certainties, then at least some basic principles apply to the sending of newsletters: these principles are valid for any theme and at any latitude.
NO: do not send on Monday. especially in case our recipients read us from the office: our e-mail would probably get lost among the too many e-mails to be read on Monday and in the blue mood of the first working day.
NO: the week-end, except in special cases, is as well a time when we are less inclined to monitor our personal e-mail addresses, let alone those of work.
YES: the central days of the week and the central times of the morning (or afternoon) seem to be the most suitable for sending. So ok on Tuesdays, Wednesdays, excellent on Thursdays, the 10.00-11.00 time slot is perfect, but also 15.00-16.00 to maximize openings.
This means that statistically if I send on Wednesdays at 9.00 am, my recipienrts will be more likely to read me than if I send on Fridays at 7.00 pm, although this is not necessarily true in 100% of cases, as already seen for the aforementioned night owl audience. If I send a discount coupon valid for a weekend to my loyal audience of cinephiles, for example, a nice reminder sent on Friday afternoon, after I've already reported the initiative in the previous days, could be useful, especially if you have a direct purchase link.
Optimal days and times are also defined on the basis of the objective of my mailing: do I want my recipients to read me? That they click on a link and open a document? That they buy from my e-commerce?
YES: know your audience better to define optimal sending days and times: these may differ from those defined on the basis of the statistical average.
And how do I get to know my audience? First of all through the statistics of the newsletters sent, which show at what times your contacts actually open the messages.
Then there are the social insights that provide information on the composition and habits of the public. Finally, the navigation statistics of your website, be it an e-commerce site, a website with editorial content or other.
Tracing an identikit of our typical interlocutor may seem a difficult operation, but it actually helps us to refine our e-mail marketing strategy and to focus on all the elements according to the objectives.