According to new research from Pure360, the hour between 5pm – 6pm is the optimal time to send marketing emails.

Evening rush

Pure360 released an infographic outlining its findings, which analysed data from 40,000 email campaigns sent from 140 companies between January to December 2012. 

The data revealed emails sent between 5pm and 6pm saw a 26 per cent open rate, up from the nine per cent average. 

Mix and match

Of cours, the data isn't all as black and white.

Pure360 futher discovered that open rate depended on sector, with finance, healthcare and recruitment companies getting most traction before 10am.

While the energy, technology and green issues sectors see their peak from 12pm – 3pm, and travel attracts the most interest between 3pm – 5pm.

Unsurprisingly, emails sent between midnight and 7am see only a 4 per cent open rate. However, B2B marketing emails are most lively between 9am – 2am with an open rate of 45 per cent. 

Spring song

Taking a seasonal view, Spring is apparently the best time to launch a new email campaign. 21 per cent of email campaigns sent between September and November are opened, up from the 17 per cent rate for the rest of the year.  

To find out more visit pure360.com.

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