You’ve crafted the perfect email. The content is spot-on, your CTA is irresistible, and your design is so clean it practically flosses your teeth. But none of that matters if your email lands in the inbox at the wrong time.
Timing, in email marketing, is the silent deal-breaker. It can take your open rates from “meh” to magnificent—or bury your email in a pile of missed chances. So, here’s the burning question: Should you send your emails in the morning or the evening? And how do email send times really affect increasing open rates?
Let’s break it down. No fluff. Just data, behavior, and tested insights.
The Psychology Behind Email Timing
Before we get into the stats, let’s talk people. Because emails don’t open themselves—people do. And people have routines.
Morning people? They’re checking email with one eye open, sipping coffee, maybe mentally preparing for that 9 AM meeting.
Evening people? They’re relaxed, off work, scrolling while binge-watching a show they’ll deny watching.
So when’s the best time to interrupt these routines in a way that actually leads to engagement?
Morning Emails: Catching the Early Birds
The case for morning emails starts with inbox position. If your message is sitting at the top when someone wakes up, it’s more likely to get noticed.
Pros of Morning Emails
✔ Less competition – Especially if sent before 8 AM, your email avoids the midday rush.
✔ High intent hours – Many people are mentally fresh and more decisive in the morning.
✔ B2B advantage – Professionals checking in early are often in action mode.
Cons of Morning Emails
✖ Too early = too sleepy – Catch them before the coffee kicks in and you risk getting ignored or deleted.
✖ Time zone chaos – Sending at 7 AM might work in Boston… not so much in Boise.
Evening Emails: Catching the Wind-Down Scroll
Evening emails cater to people who have time to actually read. The workday is over, the calendar is clear, and attention spans—while a bit fried—are more available.
Pros of Evening Emails
✔ Longer engagement windows – Recipients may linger longer, especially on mobile.
✔ Higher open rates for B2C – People are more likely to browse offers, deals, and stories in the evening.
✔ Perfect for storytelling – Got a great story-driven email? Evening is prime time.
Cons of Evening Emails
✖ Inbox clutter – By the evening, inboxes may already be stacked.
✖ End-of-day fatigue – Clicking “delete” might be more reflexive at 9 PM than at 9 AM.
What the Data Says About Email Send Times
Data is helpful, but context matters. Here are some industry-backed findings:
- Emails sent between 6 AM–10 AM generally perform better in B2B environments.
- Emails sent between 7 PM–10 PM often see higher engagement in B2C, especially retail and entertainment.
- Tuesdays and Thursdays remain power days, but sending at the right time matters just as much as the day itself.
So if you’re targeting a business audience? Lean morning. Selling products or trying to tell a story? Evenings can be your playground.
The Hybrid Approach: Segmentation + Behavior Tracking
Here's the part where we stop guessing and start acting smart.
Modern platforms (like Tarvent) let you segment your list and track user behavior over time. That means you can:
- Group morning openers and send accordingly.
- Identify night owls and hit them up when they’re most likely to engage.
- A/B test email send times to see what actually works for your audience.
This is where most people get lazy. They pick one send time and run with it forever. Big mistake. Timing isn't a set-it-and-forget-it metric—it's a strategy you refine over time.
🔗 Related: Learn how to run a proper email A/B test that actually delivers answers.
Top Email Marketing Tip: Let the Data Drive the Clock
Here’s the truth: the best email send time is the one backed by your audience's behavior—not a blog’s recommendation. That’s why one of the most effective ways to increase open rates is to combine automation, segmentation, and testing.
This isn’t theoretical. I’ve seen firsthand how a client boosted open rates 28% by simply sending emails an hour earlier based on their users’ activity patterns. It’s not magic—it’s observation and action.
And platforms like Tarvent make this kind of testing feel like second nature. No PhD required.
Conclusion
So, should you send emails in the morning or the evening? The answer is: It depends on your audience.
Morning emails work well for early birds, professionals, and B2B audiences. Evening emails shine for consumers, storytelling campaigns, and relaxed browsing sessions. The only universal truth? Test everything.
Use your data. Segment wisely. And if you're looking for a platform that makes smart scheduling and testing painless, Tarvent is already ahead of you.
TLDR
- Morning emails get higher open rates in B2B; evening works better for B2C.
- There’s no one-size-fits-all time—track your audience’s behavior.
- A/B test send times and segment your list accordingly.
- For smarter email send time strategies, try Tarvent.
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