In today’s world of overflowing inboxes and non-stop notifications, even the best email can get buried–unless it lands at just the right moment. Timing isn’t just a bonus; it can make or break your open and click-through rates.
Unlike B2C audiences, B2B readers don’t scroll through emails over breakfast or browse solicitations at midnight. Their attention is scheduled, structured, and selective. That means your email competes with a mix of internal communications, client emails, promotions, and spam. That noise makes it even harder for marketing emails to break through.
Below, we discuss the best time to send emails so that they are read and acted on.
Why Timing Matters in Email Marketing
Maximizing open rates starts with understanding when B2B professionals are most likely to check their inboxes, often in the late morning or after lunch. Sending emails during these selective times best increases the chances of your message standing out amongst the clutter.
When your email lands at the right time, recipients are more likely to engage with content, boosting click-through rates and driving action. Sending your email during peak work hours can cause your message to get lost among the flood of urgent email requests, risking being overlooked. That’s why respecting your audience’s routines is essential. Don’t forget to consider factors like work schedules, time zones, and even cultural norms.
Keep in mind that email engagement patterns are never static. Different audiences might check their emails earlier in the morning or later in the evening. For example, some leaders use the early morning for a quiet inbox review. Executives might be on in the evening for catch-up and wind-down time. Those who like to prep might check in on Sunday evening before the work week starts.
Many factors can offset your data. The best way to stay ahead of these changes is to let your data guide your decisions. By running A/B tests with different send times and days, you can uncover the right engagement windows for your unique audiences. Over time, this approach allows you to refine your timing, maximize your campaign performance, and ensure your messages continue to reach your audience.
Also read: Five things to expect from your b2b content marketing editor
Best Days to Send Emails
Timing is even more crucial in the B2B world. Inboxes are busy, and attention is limited, so selecting the right day for your email can make all the difference to your campaign.
Tuesdays, Wednesdays, and Thursdays work particularly well because they fall in the middle of the work week, giving the recipients time to handle the Monday madness while still being focused before the weekend comes.
Tuesday is the gold standard, as people have settled into the work week, their Monday backlog is cleared, and their inbox is still manageable.
Thursday is a strong second. At this time of week, readers are more open to tools or insights. This day is best for sending nurturing emails that support longer buying cycles or scheduling calendar requests.
Wednesday is a solid middle choice. It’s right in the middle of the productivity zone. Emails that perform well on this particular day are typically built around educational content, thought leadership, or case studies.
Remember, every audience is unique, so it’s smart to test different days and times to see what resonates best with your subscribers.
Timing Is About More Than Just the Day– it’s About the Hour
The exact hour you hit send can be just as important as the day itself. According to Mailchimp and other studies, sending emails during morning hours (9 AM to 11 AM) or early afternoon (1 PM to 3 PM) aligns well with how professionals manage their inboxes. These time windows catch the recipients as they settle into their workday or return from lunch.
Different times of the day align with different audiences, so choosing the right window can dramatically improve engagement. Here’s how to think about it:
8-9 AM
This slot can be a prime time for the morning inbox sweep. Early birds check their emails with coffee in hand, mentally preparing for the day ahead. If your message lands near the top of their inbox before the busy day starts, it has a better chance of being noticed. But if you send too early, there is a chance it will hit the inbox before they are awake and fully ready to engage.
10-11 AM
As mid-morning approaches, most people have handled urgent tasks and are more open to reacting to new content sent their way. This time can be ideal for engagement-heavy emails that benefit from focused attention.
1-2 PM
The post-lunch lull can often be a good opportunity to boost open rates. Professionals usually check their inboxes before diving into afternoon meetings or projects as they ease back into work mode. This time block tends to be good for lighter content.
4-5 PM
Sending emails later in the afternoon is ideal for less urgent messages. Inboxes may already be crowded at this point, and professionals are mentally wrapping up the day. This time slot could be good for emails that don’t require immediate action but still provide value.
Don’t Forget Time Zone Optimization
Even if you nail the perfect day and time, your email can still miss the mark if it hits the inbox at the wrong local hour. Time zone optimization ensures your emails land at the right time for each recipient—whether in New York, London, or San Francisco. This consideration is critical in B2B, where your contacts may span multiple offices, remote teams, or global markets. Use tools that send emails based on the recipient’s time zone whenever possible instead of a single blanket send time. A 10:00 AM email in their inbox is always more effective than one that arrives at 3:00 AM.
Also read: Content communication is marketing’s lifeblood
When Not to Send Emails
Just as there are optimal times to send emails, there are also times when not to hit send. Low engagement periods include weekends, holidays, or late afternoons (after 5 p.m.). Sending during these specific times can get your emails buried, ignored, or even unsubscribed from.
Weekends
Weekends are generally a dead zone for engagement. Professionals are typically out of the office, focused on personal time, and not checking their inboxes. Sending during this time means your email will likely sit there until Monday, when it’s competing with a flood of new messages.
One notable exception is company leaders and executives, who might use the weekends to catch up on email. If you have an email list of executives, it might be worth testing weekend delivery. However, you risk annoying a busy executive using their precious downtime to catch up and might get overlooked.
Mondays and Fridays
Mondays are typically packed with catching up on emails and tasks that piled up over the weekend. On Fridays, people often see lower productivity as they shift their focus toward wrapping up the week and preparing for their weekend.
Holidays and Long Weekends
Regarding email timing, holidays aren’t just days off—they’re inbox disruptors. In the B2B world, your audience often juggles time off, travel, and irregular schedules–frequently planned around long weekends. That means your carefully crafted message will likely get ignored, lost, or deleted in bulk the next time they check their inbox.
Bringing It All Together
Timing and day of the week can make or break your email campaign. While mid-week mornings and early afternoons tend to perform better, there is no one-size-fits-all approach. The most effective strategy is to test, analyze, and adapt based on your audience. Always be intentional about when you schedule or hit the send button; you will increase your chances of landing in the inbox at just the right time.
Need help optimizing your email strategy?
Whether you’re struggling with timing, engagement, or list performance, Blue Star can help you cut through the noise and connect with your audience. Reach out today to craft email campaigns that get opened—and acted on.
