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Data: When Is the Best Time to Email Your Members?

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When are your members most likely to open your email? According to the 2017 Association Email Marketing Benchmarking Report  (opens in a new tab) from Informz, which analyzed more than a billion emails sent by associations in 2016, messages sent in the late afternoon had the highest open rate, at 36.5 percent. Meanwhile, messages sent at midday accounted for the largest percentage of sent emails and had the highest click rate.


Email Open and Click Rates by Time of Day

Open Rate

Morning

31.5%

 

Midday

35.4%

 

Late Afternoon

36.5%

 

Night

36.3%

 

Click Rate

Morning

13.9%

Midday

15.7%

Late Afternoon

15.3%

Night

13%

 

[This article was originally published in the Associations Now print edition, titled “Morning, Noon, or Night?”]

Tags: #content timing #Marketing #Member Engagement #Open Rates

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