When to send.
WHAT THE RESEARCH SAYS
General advice about the best day and hour is largely unreliable, because it varies by audience.
WHAT TO DO INSTEAD
Test with your own list. Send at different times and compare over several campaigns.
For a small list, the differences will be within noise. Do not spend long on this.
PRACTICAL CONSIDERATIONS
Send when you can respond. A campaign generating replies on Friday evening means those people wait until Monday.
Avoid sending immediately before a period when you are unavailable.
TIME ZONES
If your subscribers are spread, your platform may support sending in each recipient's local time.
For a local audience this is irrelevant.
CONSISTENCY
Sending at roughly the same time each month builds a small amount of expectation.
More useful than optimising the hour.
WHAT MATTERS MORE
Whether the content is worth reading.
A good message at an ordinary time outperforms a poor one perfectly timed.
SCHEDULING AHEAD
Write and schedule in advance where you can. It is what makes consistency achievable.
