Guides
The best time to send email: what the data says
In Part 1 and Part 2 we looked at how to think about send times for retail and B2B audiences. This article looks at the numbers. We read the published research from four email platforms and pulled out what their data actually says, with a link to every source.
Every study below is based on the platform's own customers, mostly outside Indonesia, and measures averages across many brands. Read the numbers as a map of general patterns, not as a promise for your list.
The studies
- Omnisend analysed around 26 billion marketing emails sent by ecommerce brands over 12 months (published May 2026).
- GetResponse analysed more than 4.4 billion messages sent by its customers in 2023 (Email Marketing Benchmarks, 2024 edition).
- Moosend analysed 10 billion emails sent through its platform.
- HubSpot surveyed more than 150 marketing and advertising professionals in the US (2023 research).
Best day: Tuesday leads, but the gaps are small
Omnisend's ecommerce data shows how campaigns performed on each day of the week:
| Day | Open rate | Click-to-sent | Conversion rate |
|---|---|---|---|
| Monday | 29.67% | 0.75% | 0.074% |
| Tuesday | 31.27% | 0.81% | 0.078% |
| Wednesday | 30.27% | 0.79% | 0.072% |
| Thursday | 30.42% | 0.78% | 0.075% |
| Friday | 30.18% | 0.77% | 0.081% |
| Saturday | 29.99% | 0.68% | 0.058% |
| Sunday | 30.60% | 0.69% | 0.066% |
Tuesday had the highest open rate (31.27%) and click-to-sent rate (0.81%). Saturday had the lowest click-to-sent rate (0.68%). The difference in open rate between the best and worst day is less than two percentage points.
The other studies point the same way. GetResponse found that average open and click-through rates are highest on Tuesdays, but "they aren't that far different" from other days, with metrics dropping at the weekend. Moosend found Thursday best and Tuesday a close second, with Saturday the lowest. In HubSpot's survey, 27% of marketers chose Tuesday as the best day, 19% Monday and 17% Thursday.
What it means: mid-week is a safe starting point, but the day matters less than many people think.
Opens are not sales
The most useful finding in Omnisend's data is that the best day for opens is not the best day for buying. Look at the last column of the table above: Friday leads on conversions (0.081%), while Saturday is lowest (0.058%).
The single strongest slot for conversions was Friday at 7 AM (0.138%), followed by Monday at 8 AM (0.114%). If your campaign is about sales rather than awareness, test Friday, not only Tuesday.
Best hour: mornings, with a second window later in the day
| Study | Best hours | Note |
|---|---|---|
| Omnisend | 9–11 AM for opens; 7–8 AM and 4 PM for clicks | Ecommerce brands |
| Moosend | 8–9 AM | Open rates decline after 6 PM |
| GetResponse | 4–6 AM and 5–7 PM | Two windows worth considering |
The common thread: send so your email is waiting when people start their day, and consider a second slot as the working day ends. Note that the studies do not state exactly which time zone their hours refer to.
B2B vs B2C
In HubSpot's survey, 47.9% of B2B marketers reported the most engagement between 9 AM and 12 PM, compared with 30.9% of B2C marketers. Business audiences cluster around the working morning; consumer audiences are spread more widely through the day. This matches what we described in Part 2.
What about Indonesia?
We did not find a published send-time study for Indonesia. GetResponse's 2024 benchmarks do list engagement by country: for Indonesia, an average open rate of 21.67%, a click-through rate of 1.12% and a click-to-open rate of 5.17%. Use these as a rough reference for your own results, and remember to translate any hour from the studies into your audience's time zone: WIB, WITA or WIT.
What the data does not tell you
- Your audience is not the average. These are averages over thousands of brands, mostly in other countries.
- Everyone reads the same studies. If every brand sends on Tuesday at 10 AM, that inbox gets crowded.
- Open rates are less reliable than they used to be. Some mail apps load images automatically, which can count as opens. Clicks and sales are better guides.
How to use this
- Start with a mid-week morning for awareness campaigns, and test Friday for sales campaigns.
- Run an A/B test on send time. In Flashmail, an A/B test can compare send times as well as subject lines and content. See Email Campaigns.
- Judge by clicks and conversions, over several campaigns.
- Check each campaign report to see when your own subscribers open and click.
Sources
- Omnisend, "When Should Brands Send Marketing Emails? 26 Billion Emails Point to Tuesday for Opens and Friday for Sales" (May 2026): omnisend.com
- Omnisend, "The best time to send an email": omnisend.com
- GetResponse, "Email Marketing Benchmarks" (updated for 2024): getresponse.com
- Moosend, "The Best Time To Send An Email": moosend.com
- HubSpot, "The Best Time to Send an Email" (2023 research): blog.hubspot.com
Figures as published by each source, checked in October 2026.
