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Key Takeaways

Timely Tuesdays: Sending ecommerce emails at 10 AM on Tuesdays can optimize open rates based on expert insights and industry research.

Thrive on Thursdays: Opening emails on Thursday mornings boosts chances of engagement according to marketing specialists.

The Perfect 10 AM Timing: Experts and data reveal 10 AM as the prime moment to capture recipients' attention.

Expert-Backed Insights: Interviews with 60 experts and studies from leaders like HubSpot back these email timing strategies.

Timing is Everything: Optimal email sending times can significantly improve engagement according to ecommerce research.

The best time to send ecommerce emails is on Tuesdays and Thursdays at 10 AM.

I’ve talked to 60 ecommerce and marketing experts and compiled research reports from industry leaders like HubSpot and Brevo. 

So, if we already have the answer, why bother making a guide?

Consider this: I, myself, am an outlier for ecommerce email blasts. I work remotely as a freelancer, currently based in New Delhi, and usually work late at night.

However, approximately 86% of people are full-time employees in the U.S. right now, working from Monday to Friday. And more often than not, an 8-hour workday between 9 AM to 5 PM.

What does this mean? You have an “optimal” window to capture your audience's attention, and marketers have narrowed it down to a science.

But what about outliers like me? What about your customers who are scattered across continents in different time zones?

And what about different niches within ecommerce? Would a florist have the same success with mid-morning emails on a Tuesday compared to a pet food store on a Saturday?

industry benchmarks best time to send ecommerce emails screenshot
Image: Reddit

This is why you need to understand what the industry benchmarks are—but ultimately tailor your email marketing campaigns to your target audience. 

Because the email list you maintain is as unique as the habits of the people on it.

Why Timing Matters in Ecommerce Email Marketing

I ran my shop on Instagram, and we didn’t have an email marketing strategy

On most days, I’d shoot product photographs well into the night—then edit them, write captions, and update my inventory. 

This was happening behind the scenes—between me and my measuring tape. But what if I shared my excitement about the latest drop through an email blast at 2 AM on a Wednesday?

Here’s why it would be a tragic misstep:

  • My audience is probably asleep, dreaming of electric sheep. This is a mistake a lot of founders and entrepreneurs make—just because my routine is tailored to the night, doesn’t mean my audience is the same. 
  • Their inboxes are a graveyard of unread messages. By the time my bleary-eyed email subscribers wake up and check their emails, my message will be buried under a pile of work notifications and social media updates.
  • I’d be setting the wrong tone. No one I know—including me—fancies being awoken or even disturbed at 2 AM by thrift store finds. So, emailing my customers close to the witching hour shows how much I don’t understand them.

Instead, here’s what I’d do:

  • Wait for the sun to rise (or at least for people to be awake). Aim for a mid-morning or early afternoon email, when people are more likely to be checking their inboxes and have the mental capacity to engage with my email.
  • Build anticipation. Instead of a surprise 2 AM attack, I might tease my upcoming drop on Instagram throughout the day. Create some buzz, showcase a few sneak peeks, and let my followers know when they can expect the email. 

And this matters, why?

How optimal send times impact your metrics

Hitting that “send” button at the right time of the day can make all the difference in your email marketing success. 

Here's how:

  • Email open rates. Sending emails when your audience is most likely to be checking their inbox (like mid-morning or early afternoon) can significantly increase your open rates. 
  • Click-through rates. When your email arrives at a time when people are receptive and have the time to browse, they're more likely to click on those links and explore your offerings.
  • Conversion rates. A well-timed email can be the last nudge a customer needs to make a purchase.
  • Churn rate. Avoid annoying your subscribers with poorly timed emails, and they'll be more likely to stick around.
  • Sender reputation. Internet Service Providers (ISPs) monitor how your emails perform. High open rates and low spam complaints (which often result from good timing) contribute to a positive sender reputation, making sure your emails land in the inbox, not the dreaded spam folder.
sender reputation best time to send ecommerce emails infographic

What’s the Best Time of Day and Best Day of the Week to Send Ecommerce Emails?

This is research I've collected from my pool of experts and other third-party data from industry behemoths.

Ultimately, the data that will matter is uniquely yours.

👉🏼 Methodology 

I sent out quote requests through Help a B2B Writer and Featured and asked 60 ecommerce owners: What’s the best time of day and the best day of the week to send out ecommerce emails for your business?

To make this data more digestible and highlight the most relevant insights, I've chosen to focus on the findings from 30 of those experts

This decision is rooted in the Law of Large Numbers: a fundamental principle in statistics that states that as the size of a sample increases, the sample average gets closer to the average of the whole population.

Among 60 experts, I carefully selected 30 experts from the original pool, taking into account factors such as industry diversity, data relevance, and clarity of their responses.

👉🏼 Findings

The table below is a DIY heatmap—color-coded to represent peak times for sending emails according to different ecommerce store owners in different niches—from fitness to flooring to fashion:

  • High frequency: Red
  • Medium frequency: Yellow
  • Low frequency: Light blue
week calendar heatmap best time to send ecommerce emails infographic

I’ll break this up by general vertical to make it a bit more digestible. And, here’s your rubric for what times are hot and what times—not so much:

  • High frequency: 🔥 
  • Medium frequency: 🔅
  • Low frequency: 💧

Home

Expert Industry/ NicheDay(s)Time(s)Why?
John WilsonHome Services💧 Monday🔥 8 AM-10 AMPeople often think about home maintenance at the start of the week.
Ryan VaughnFlooring🔥 Thursday🔥 10 AMThis aligns with when people are settling into their workdays and are more likely to check their inboxes.
Dan DillonCleaning Supplies🔥 Tuesday, Wednesday,
Thursday
🔥 10 AM-
2 PM
Most of our customers work in offices and are likely to check emails during these hours. 
Jason StelleAir Filters💧 Friday, Saturday💧 4 PM-
6 PM
We align the intent of the message with audience behavior.
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Beauty/Lifestyle

Expert Industry/ NicheDay(s)Time(s)Why?
Loris PetroWellness🔅 Tuesday, Wednesday🔥 10 AMThis timing works because people have settled into their week but aren’t yet overwhelmed with tasks as they might be later.
Jayant SuranaCBD🔥 Tuesday, Thursday💧 4 PM-
8 PM
Our audience, typically working professionals or young adults, tends to check emails more frequently after work or during evening downtime.
Maryanne FiedlerPsychic Readings💧 Saturday, Sunday💧 10 AM-11:30 AMOur data shows that subscribers prefer engaging with our content during their downtime, when they’re more likely to explore services for self-reflection and growth.
Sara MillecamBeauty🔅 Tuesday, Wednesday💧 5 PM-9 PMPeople tend to unwind and engage with beauty content post-work.
Dylan YoungHealth🔥 Tues
day, Thurs
day
🔥 10 AM-11 AMIndustry norms and audience routines (like post-breakfast checks) shape our timing.
Eric SornosoMeal Delivery🔥 Tues
day, Thurs
day
🔥 10 AMOur meal delivery service coincides with when customers are typically planning their meals.
John GrantBidets🔥 Tuesday, Wednesday, Thursday🔥 10 AM-12 PMPeople seem to check their emails once they're settled into their workday, but before they get too busy
Juan GonzalezFitness Equipment🔥 Tuesday, Thursday🔥 10 AMThis timing aligns with when our audience: gym owners and fitness enthusiasts, are most likely to check emails after starting their workday.
Wes WakefieldCoffee💧 Saturday💧 5 AM-8 AMLikely from people looking to start their day with a new coffee machine or accessory.

Tech

ExpertIndustry/
Niche
Day(s)Time(s)Why?
David MathewsTech Accessories🔅 Tuesday, Wednesday💧 2 PM-7 PMRecipients are more receptive to engaging with promotional content during these hours.
Poalo PiscatelliSecurity🔥 Tuesday🔥 10 AMThis timing works well in the security industry because people are often planning their week and are more likely to read emails. 
Roy BeneshTravel Tech🔥 Tuesday, Thursday🔥 10 AM-11 AMThis timing leverages a natural lull in the workweek where people check emails but are not overwhelmed.
Alasdair CherryGaming/Betting🔥 Tuesday, Wednesday, Thursday🔥 10 AM-12 PMWe consistently monitor performance through A/B testing of email send times, subject lines, and content to identify patterns that resonate most with our users.

Fashion

Expert Industry/
Niche
Day(s)Time(s)Why?
Mark AgnewEyewear🔥 Tuesday, Thursday🔅 12 PM-2 PMOur strategy gravitates towards sending emails on weekdays around lunchtime or evenings when customers are most likely to be free.
Ben SchreiberLeather🔥 Tuesday, Thursday🔥 9 AM-11 AMThis timing leverages when people often check emails, usually after their morning routines and before lunch.
Jean CheWedding Attire🔥 Tuesday, Thursday🔥 8 AM-10 AMThis period often sees higher email engagement as people check emails at the start of their workday. 

Entertainment

Expert Industry/
Niche
Day(s)Time(s)Why?
David ZhangPhotography🔥 Tuesday, Thursday🔥 10 AM-12 PMFrom our experience, midweek mornings yield the best open rates as these align with when photographers plan shoots.
George SilagadzeArt🔥 Tuesday, Thursday🔥 10 AMOur audience consists of art enthusiasts who are more likely to engage with emails during their workday. 
Alfred ChristPuzzles🔅 Tuesday, Wednesday🔥 10 AMWe cater to both hobbyists and gift buyers, which means timing emails when our audience is likely thinking about leisure or shopping is key.
Xin ZhangMusic🔥 Tuesday, Thursday🔥 10 AM-2 PMOur niche—musicians—guides this strategy, as these times align with when our audience is likely checking emails during work breaks.

Other

ExpertIndustry/
Niche
Day(s)Time(s)Why?
Angelo SorbelloPet Supplements🔥 Tuesday, Wednesday, Thursday🔥 8 AM-10 AMThese are most optimal for higher open rates.
Kevin LimProtective Equipment🔥 Tuesday, Thursday🔥 10 AMThe rationale behind these timings is that people usually start their day by checking emails.
Andrew FioreVapes🔥 Tuesday, Thursday🔅 7 AM-9 AMGiven the impulsive nature of many vaping purchases, timing plays a big role in catching people when they’re most likely thinking about their next purchase.
Luke SeddonCatering Equipment💧 Monday💧 11 AM-2 PMWe know that our customers generally start their work day at this time and with their busiest time over the weekend, are much more cash-positive and in a position to buy equipment.
Ashima KotharCorporate Gifts💧 Friday, Saturday, Sunday💧Different TimesConsumers are more inclined to shop during their leisure time.
Andrew WilsonConcrete🔥 Tuesday, Wednesday, Thursday🔥 10 AM-12 PMThis timing works because people are usually settled into their week and are more likely to engage with emails.

If you'd rather download all these in one handy table, have I got the PDF for you.

👉🏼 Results

From our first-party research, here are the trends for best send times:

  • Days of the week:
    • Tuesday and Thursday were the most popular days recommended for sending ecommerce emails. This suggests that these mid-week days are when people are most likely to be engaged with their emails and open to making purchases.
  • Time of day:
    • Mid-morning (around 10 AM) was the most frequently cited time. This aligns with when people are generally settled into their workday but haven't yet reached peak email overload.
    • Late afternoon/early evening was another popular option, particularly for those targeting professionals or consumers who may be more receptive to marketing messages after work hours.

In addition to our experts’ insights on why click rates are higher in the mornings on weekdays, we have Redditor “btconsulting” to thank for this astute observation:

btconsulting reddit post screenshot
Image: Reddit

📍Industry benchmark comparison

To see how our expert opinions stack up against the bigwigs of the email marketing world, let's take a look at what some industry giants have to say about the best times to send ecommerce emails:

Brevo

  • Brevo's data aligns with our experts, suggesting that Tuesdays and Thursdays during working hours (10 AM to 3 PM) are prime time for email sends. They also highlight 10 AM and 3:30 PM as peak times across industries.
  • For ecommerce specifically, Brevo points to 7 AM, 10 AM, and 5 PM for high open rates and 6 PM for click-throughs.
email engagement by day of week graph
Image: Brevo

HubSpot

  • HubSpot also agrees with the Tuesday and Thursday trend, recommending sending emails between 9 AM and 3 PM EST on those days.
  • For Mondays, they suggest aiming for early morning (6 AM-9 AM EST).
best day to send marketing emails graph screenshot
Image: HubSpot

Sender

  • Sender throws a bit of a curveball, suggesting that late evenings (after 9:30 PM) on Fridays or Mondays work best for B2C audiences. They even point to high engagement after 11 PM, regardless of the day. This contrasts with the expert and Brevo/HubSpot recommendations to focus on workday hours.

Omnisend

  • Omnisend highlights Tuesdays for the highest open rates and Fridays for the best conversions. They also suggest the first of the month and the specific times of 8 AM, 2 PM, and 5 PM as potentially effective.
omnisend highest open rates and best conversions graph screenshot
Image: Omnisend

Salesforce

  • Salesforce keeps it simple, recommending 8 AM to 10 AM in the recipient's local time zone as the best time to send emails. This aligns with the general expert consensus on mid-morning sends.

⚠️ Take the data with a grain of salt

Keep a close eye on those click-through rates and conversion rates

Are people clicking on your links? Are they signing up for your service, buying your products, or taking whatever action you'd like them to? 

Those are the real indicators of a successful email campaign.

CampaignMonitor analyzed over 30 billion emails and found that while Tuesdays had the highest open rates, they also had the highest unsubscribe rates. Ouch. 

This suggests that people might be opening those Tuesday emails out of habit or curiosity, but they're not necessarily finding the content engaging or relevant enough to stick around.

While some email send times are more optimal than others, there is no one set hour for when you should send emails.

Ros Hodgekiss, CampaignMonitor

Klaviyo's research revealed an interesting paradox: Thursdays generated the highest revenue from email campaigns, even though open rates were lower on that day. 

This could indicate that people need a bit of time to mull things over before making a purchase decision.

Maybe those Tuesday and Wednesday emails planted the seed, and by Thursday, they're ready to take action.

👉🏼 Key takeaways

From the responses and research we’ve seen above, the best time to send ecommerce emails depends on a variety of factors:

  • Your niche. A psychic reading service—run by Maryanne Fiedler from our expert pool, for example, might find success with midmorning weekend emails, while a B2B SaaS company might see better results with weekday morning emails when professionals are at their desks.
  • Your audience’s routines. Early birds might appreciate a quick email with their morning coffee, while night owls might be more receptive to messages later in the day.
  • The type of email you send. A promotional email announcing a flash sale might perform well on a Friday afternoon, while a weekly email newsletter with curated content might be better suited for a Tuesday morning.

How to Tailor Best Email Send Times Based on Your Audience

Benchmarks are a starting point—Tuesday and Thursday mornings are often cited as the holy grail of email marketing, but your audience is unique.

1. Get to know your audience 

Ditch the guesswork and choose the power of data-driven digital marketing. Who’s on your email list, really?

  • Who are your customers? Busy professionals, stay-at-home parents, night owls? Their demographics offer clues about their email habits. Are they more likely to be checking emails on their phone during their commute, or at their desk mid-morning?
  • What are their routines? When are they most likely checking their inbox? Consider their typical day—when do they have breaks, downtime, or moments when they might be thinking about shopping?
  • What are their interests? Segment your list and tailor your timing accordingly. Do your “sale shoppers” only respond to emails on the weekends? Are your VIP customers more likely to open emails in the evening?

Because if you market to everyone, you’re marketing to no one.

2. Deploy segmentation for different time zones

Do you have a global audience? Make sure that your subscribers in Tokyo aren't getting your “New Arrivals!” email at 3 AM, their time.

  • Segment your list by time zone. This allows you to send emails at the optimal time for each region.
  • Use email marketing software with time zone features. Many platforms can automatically adjust send times based on the recipient's location.
  • Find a happy medium. If precise segmentation isn't feasible, choose a send time that works reasonably well across multiple time zones.

And your customers are paying attention, so you might want to keep experimenting with your marketing efforts…

3. A/B test for email send time optimization

Think of A/B testing as your email timing laboratory. Experiment with different send times for different segments of your audience and see what happens. 

Do your open rates skyrocket when you send emails on Tuesday mornings? Do your click-through rates plummet when you send them on Friday afternoons? 

The data will tell you what works best. 

Remember, when A/B testing different send times, make sure to use consistent email templates so that the only variable you're changing is the timing.

🧠 AUTHOR’S NOTE

Your competitors are also likely reading the same blog posts and following the same best practices.

You'll want to take advantage of any additional tools you have to increase performance if you want to keep up.

So, for example, check your subject line performance using an AI-powered email subject line tester like this one by CoSchedule:

CoSchedule email subject line tester screenshot

4. Make email automation work for you

When it comes to optimizing send times, email marketing platforms are your best friend. 

The software can send your emails automatically, schedule them in advance, and even adjust the send time based on the recipient's time zone. 

So, where do you begin shopping? We recommend starting with this list of top 10 email marketing software:

💡PRO TIP

Make full use of the “Send Time Optimization” feature available on email marketing platforms like Mailchimp. 

The Send Time Optimization tool predicts when your contacts are most likely to open your email within 24 hours using data science.

send time optimization tool screenshot
Image: Mailchimp

Your Cinderella Time: Beyond Tuesday at 10 AM?

Let's start with what works. Tuesday and Thursday mornings at 10 AM consistently deliver strong results across industries. 

But here's the catch—treating this timing as gospel would mean missing the real story our research uncovered.

Time isn't just a number on the clock. 

The most valuable insight from our research emerged at the intersection of three critical factors: industry context, audience behaviors, and marketing objectives

Think about it.

A fitness equipment retailer might thrive with dawn emails, catching people at their most motivated. Luxury fashion brands? Their sweet spot often comes during evening leisure hours, when their audience is ready to dream and browse.

So, here's your roadmap:

  1. Review your current timing strategy against our findings. Keep what works. Question what doesn't.
  2. Set up those A/B tests. Let them run. Learn from them.
  3. Got a global audience? Segment by time zone. Now.
  4. Watch your metrics like they're telling you a story. Because they are.

And most importantly, choose a platform that matches your needs today, but can grow with you tomorrow. 

The world of ecommerce moves fast—and so do you. Subscribe to our newsletter with the latest insights for ecommerce managers from leading experts in the industry.

Ecommerce Email Timing FAQs

Still a bit to go.

What are the worst days to send emails?

The “worst” days depend on the metrics you’re tracking and what you hope to achieve with your campaign. According to Omnisend, Mondays are the “worst” days for click-through rates at 13.07%.

But other sources credit Monday as a great day for pushing educational content.

There’s no one-size-fits-all answer here.

What’s the ideal number of emails I should be sending as an ecommerce brand?

Okay, don’t be mad, but this question, too, doesn’t have a one-size-fits-all answer.

So:

  • Start slow and steady. Begin with 1–2 emails per week and monitor your metrics (open rates, click-through rates, unsubscribes, etc.)
  • Segment your audience. Consider sending different types of emails to different segments at different frequencies. For example:
    • Highly engaged subscribers: Might receive 2–3 emails per week.
    • New subscribers: Start with a welcome series, then gradually increase frequency.
    • Inactive subscribers: Send re-engagement campaigns less frequently.

Then, increase the frequency gradually if your metrics are positive!

Brinda Gulati

Brinda Gulati is a solopreneur focusing her efforts on writing people-first content for SaaS brands like Wordtune, as well as working closely with the content marketing agency, Optimist. She has hands-on ecommerce business experience, two degrees in Creative Writing from the University of Warwick, and believes that stories, in all their forms, are a deeply human endeavor.