Updated: 26 March 2026

When it comes to email marketing, timing is everything. No matter the size of your business, this form of marketing can be a wonderful, cost-effective way to increase brand awareness and generate leads.

Unfortunately, there is no one size fits all when it comes to email marketing. What works for one brand won’t necessarily work for the next. However, there are a few ingredients that can ensure a successful campaign: create engaging copy and understand your target market.

Ready to reap the rewards of executing a successful email marketing campaign?

Here are a few ideas on when to send your mailer:

Avoid the Monday Blues

Is there anyone who enjoys reading emails on a Monday after the weekend? According to research, sending mailers on a Monday is a no-no, as people feel a tad disheartened that the weekend is over. They’re also flooded with tons of work emails, and the result can see your mailer being tossed in the virtual trash.

According to our email marketing guru, Geoff, the Monday blues are real. 

“Most people spend Monday morning just trying to clear the junk to get to their actual work, so your mailer usually ends up in the bin. I’ve found that the “Mid-week Sweet Spot” (Tuesday, Wednesday, and Thursday) is usually the safest bet.” 

If you’re looking for an extra tip, here’s one for you, says Geoff: “ 10:00 AM is a golden hour. People have settled into their desks, had their first coffee and are looking for a quick distraction before lunch. That said, if your audience is scrolling on their phones in bed, late evenings (around 8:00 PM) can actually see a huge spike in engagement. It’s all about matching their rhythm.” 

The best time to send your mailer

There’s no exact science when it comes to determining the best time to send an email blast, but understanding the behaviours of your audience is key. When you begin to understand your target demographic, you are able to build stronger connections and create content that’s personalised to them – ensuring more click-throughs. Think about their habits, what motivates them and daily routines.

For example, if you’re targeting young business professionals, it may be best to send your mailer on weekday mornings around 9am. However, busy moms may only have a moment to check their emails on weekends or in the evenings.

Once you have a better understanding of your target audience, you’ll find it easier to set a time and day that works for both you and your audience.

Why email matters for your business

When utilised well, email marketing can be a cost-effective and simple way to stay in touch with customers. Marketing research found that nearly 85% of marketers leaned on email marketing. Therefore, if you’re not sending emails to your target audience, the chances are high that your competitors are.

According to Geoff, email marketing can work for every business. 

“Whether you’re selling high-end software or handmade soap, email is one of the only channels where you actually own the connection with your audience, unlike social media where an algorithm change can hide your posts overnight.” 

However, email marketing doesn’t look the same for every business.

“A B2B company might send a deep-dive industry newsletter once a month, while an e-commerce shop might send weekly flash sales. As long as you’re providing value and not just spamming, it works. If your competitors are doing it, you definitely should be too,” explains Geoff. 

Additionally, customers are more likely to be invested in information that specifically relates to them and that they’d love to learn more about, such as discounts, business updates or new products and services. The aim is to keep things as personalised as possible.

The key takeaways:

  • Understand your target audience and their habits
  • Keep things personalised
  • Create engaging content
  • Have an email marketing campaign!

But here’s the biggest tip according to Geoff: 

If you want people to actually open the mailer, the Subject Line is your make-or-break moment. You can have the most beautiful email in the world, but if the subject line is boring, nobody will ever see it.

Take that a step further and you’ll find that the real “secret sauce” for high open rates is segmentation. Instead of blasting your whole list with the same thing, group your readers by what they like. People are way more likely to open an email that feels like it was written specifically for them rather than a generic “Hey Customer” blast. Personalisation isn’t just a trend; it’s the only way to stay out of the trash folder.

Not sure where to start when it comes to email marketing? SOMS is a Digital Marketing Agency in South Africa that can help you get your email marketing back on track. Get in touch with our team to find out more about how we can help your business!