Turning Leads Into Candidates

What Day of the Week Should You Send Franchise Email?

Eli Robinson
Monday, January 25 2016

Last week, I published a post that was a follow-up on email send times entitled "We Changed Our Email Send Times, Again – Five Graphs That Tell the Whole Story." You can find that article here and the original article we wrote on email send times here.

Days of the Week

Anyway, on the heels of that post, we received an email from one of our readers. Here’s what it said:

Hi        ,

I liked the research you provided on open and CTRs for email opens.

Can you find out if any studies have been done with day of the week?

Thank you.

Well, as we’ve always said, the goal of the lead generation resource center is to provide as much useful information to franchises that we possibly can. On that note, the answer to this franchise’s question was “no”, until now.

For the purposes of this analysis, I took a look at the last almost four years of FranchiseHelp emails. (When you’re trying to tease out something like day of the week bias, it’s important to use an outrageously large sample size to ensure that you tease out anything else that may affect the data.) For those wondering, that’s 160 million email sends.

Here is the breakdown of open rate by day of the week:

FranchiseHelp Open Rates By Day of Week 2011-2016

Here is the breakdown of click rate by day of the week:

FranchiseHelp Click Rates By Day of Week 2011-2016

And here is the breakdown of click-through rate by day of the week:

FranchiseHelp Click-Through Rates By Day of Week 2011-2016

As you see, Monday leads all days in all three categories. I’ve gone ahead and indexed Monday’s statistics to 100 to show you what kind of drop-off we see for the other days:

Day of The WeekOpen Rate IndexClick Rate IndexCTR Index

Based on what we can see here it seems that after Monday, the best day to send email is almost certainly Sunday. After that, however, the signals get a little murky. (Can you imagine that? Murky signals over 160 million pieces of data!)

The only other point I can say confidently is that Friday is the worst day of the week to send email. It shows the lowest performance on all three of the key metrics we analyzed here.

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