Email is the most effective means of reaching your customer base. It’s targeted and direct, and recipients have opted in to your lists (hopefully). For the best results, you’ll want to schedule your blasts at optimums times to ensure the highest open and click-through rates. The two criteria to focus on are 1) Day of the week, and 2) Time of day.

Studies reveal that, in general, mid-week and early afternoon sends achieve the best open rates. Schedule your emails to land in inboxes between noon and 1:00 p.m. on Tuesday, Wednesday or Thursday. These days are more relaxed than Mondays and more focused than Fridays, when peoples’ minds are on weekend plans. Lunchtime is when most people can check their inboxes in a leisurely fashion.

Opens and click-throughs rates are low during weekends and evening hours.You might also want to avoid sending emails right before a holiday. For example, although Wednesday is a prime day to schedule emails, the Wednesday prior to Thanksgiving is one of the worst performing times for email blasts in the USA.

It appropriate to note that timing will depend upon what industry your audience is part of and where they’re located. You will want to test things out with your list. Send on different days and times, and study the analytics of each blast to determine what time is best for reaching your people.