You can have a flawless email campaign — with a catchy subject line, attractive design, and relevant content. But if you send it at the wrong time, your results can suffer. The timing of your send can be the difference between an ignored email and a high-performing campaign.
With people’s routines becoming increasingly dynamic, understanding the best times to communicate via email has become an essential strategy. In 2025, data shows that opening habits will continue to change, requiring more testing and segmentation by type of audience and business.
In this guide, you’ll learn why timing is crucial, which days and times perform best according to the latest data, how behavior varies between corporate audiences and end consumers, and what to do to find the best time for your reality.
Understand why timing is so important
In email marketing, content is key — but sending your message at the right time can increase your open rate and click-through rate. After all, even a great email can go unnoticed if it arrives when the recipient is busy, asleep, or overloaded with other messages.
Choose the best time to shipIt’s not just a matter of personal preference, but also of understanding your audience’s behavior. Each audience has specific times when they are most likely to read emails, and respecting these times increases the relevance and impact of your communication.
Additionally, email providers’ algorithms take engagement into account when determining delivery priority. If your emails are frequently opened and clicked upon shortly after being sent, your sender reputation improves — which helps keep your messages from ending up in spam folders and ensures greater visibility for your content.
Therefore, identifying and testing the ideal timing should be an essential part of your email marketing strategy. It’s not just about “when you want to send it”, but “when your audience is most likely to receive it and react”. In the next topics, we’ll delve deeper into this subject to help you get the timing right.
Insights into the best days to send emails
Recent studies from 2025 indicate that you business days remain the most effective for sending marketing emails, especially from Tuesday to Thursday.These days combine a balanced work rhythm with less message saturation, increasing the chance of your email being noticed.
Monday, despite having a high volume of emails, can be risky: many people are accumulating tasks from the weekend and tend to archive or ignore emails that are not urgent. Friday, on the other hand, tends to have a lower conversion rate, as the audience’s focus begins to turn to the weekend.
Weekends can be a surprise, depending on the segment. In the B2C market, for example, Saturday morning or Sunday evening can be effective times, especially if the content is related to leisure, shopping or promotions. It is worth remembering that performance on weekends tends to be lower, but competition also decreases.
In short, the data suggests that Tuesday tends to be the best day to send marketing emails, but results can vary greatly depending on your audience, industry, and campaign objective. It’s best to use this data as a baseline and combine it with your own testing to find the best time for your audience.
Schedules for B2B and B2C audience she has difference?
Yes, understanding this difference is essential to improve your results. In the public B2B, emails tend to perform best when sent during business hours, especially between 9 and 11 a.m. During this time, people are organizing their daily routines and are more likely to open and respond to professional messages.
Another effective time for B2B is the lunch break, between 12pm and 1pm, when many people take the opportunity to check their inbox more calmly. Late afternoons can also work, but there is a tendency for engagement to drop as the workday approaches.
Already in the public B2C, the behavior is different. Since many people access email outside of the work environment, alternative times — such as early morning (7am-9am), late afternoon (5pm-7pm) and even evening (after 8pm) — tend to perform well.
These differences show that there is no universal “magic time.” The secret is to understand your audience’s habits and test the times with the greatest potential. Segmenting your emails by profile (B2B or B2C) is a smart strategy to better align the timing with your contacts’ actual behavior.
Strategies for finding the ideal time for you
While there is some general information about the best times to send marketing emails, each business has its own reality. The best thing to do is to find out what works best for your specific audience. The first tip is to conduct A/B testing with different days and times, closely monitoring open, click and conversion rates.
Take advantage of email automation tools as well. Many of them offer smart features, such as “optimal sending,” which automatically identifies the best time for each contact based on their interaction history.
Another effective strategy is to segment your base by time zone or reading behavior. If your list includes contacts from different regions, respecting the local time of each group ensures a more contextualized delivery and increases the chances of engagement.
Finally, monitor performance regularly. Audience behavior can change over time, and ongoing analysis is essential to ensure your campaigns continue to deliver at the right time and generate the desired impact.
Conclusion
Finding the best time to send marketing emails may seem like a small detail, but it is a factor that directly impacts the performance of your campaigns. Good content, sent at the right time, is much more likely to be opened, read and clicked on — generating real results for your business.
Recent data points to important trends, such as Tuesdays and business hours being more popular for B2B audiences, or evenings and weekends being more popular for B2C audiences. However, these are just initial guidelines — what really matters is what works for your audience.
So test, monitor, and adjust frequently. Over time, you’ll understand your audience’s patterns and plan increasingly strategic and effective email campaigns. In email marketing, success is in the details — and timing can be what separates an ignored email from a valuable conversion.
