Mailing Calendar: When to Launch a Newsletter

No need to rush the launch of a mailing immediately after crafting the template. A proper sending time increases the chances that a subscriber will open the email, read it, and even click a link.

But what if your marketing team launches dozens of mailings every day? How not to get lost in all these processes?

This is where the mailings calendar comes to help. In this article, we will show you how to use it and discuss how to choose the right time to send a mailing.

How to Work With the Mailing Calendar

To open the calendar, click the Mailings tab and select Calendar. It contains the information about both the upcoming and past mailings: type and name, launch time, and the communication channels used.

The top toolbar allows you to select which types of mailings should be shown in the calendar:

broadcasts;
regulars;
multivariate tests.

To hide or show a specific mailing type, click the corresponding button:

Using the buttons on the right, you can configure the calendar display.

Day: displays mailings that launch on a single day.

Week: shows information about launches over a week. Mailings are grouped by day and launch time.

Month (default view): shows information about all launches over a month. For each day, the first three mailings are displayed. If there are more, a link to the information about mailings for that day will appear below the third mailing in the list.

You can add a new mailing to the calendar by clicking the Create button:

Alternatively, you may select a suitable day in the calendar and left-click on it, after which the Add mailing button will appear:

Next, select the mailing type:

After this, you can get straight to creating and configuring the selected mailing type. If you have any questions about configuring mailings, use one of the following guides:

Please note: Although a trigger mailing can be created directly from the calendar, it will not be launched on the selected day. A trigger mailing sends a message only after a specific event or condition occurs.

Clicking on a mailing in the calendar will open a detailed information about it:

The following information can be found here:

Content preview (email)
Mailing name
Message template
Launch time
Communication channel
User who created the mailing
Creation/modification date
Resource

When Is It Best to Launch a Mailing

There is no single answer to this question. The best sending time depends on the type of business and its target audience.

Here is what you should pay attention to when choosing the time to send your mailings:

Audience. Young people often read emails at night, working adults — late in the evening or on weekends, and entrepreneurs — at lunchtime.
Content. From Tuesday to Thursday, people are more likely to read business emails, while on Friday evening and on weekends they prefer entertaining content or emails that inspire them to make future plans (travel, educational courses, etc.).
Time zone. If a company works with customers from a number of regions or countries, it is necessary to consider the time at which emails will reach subscribers located in a different time zone.

We have analyzed data obtained from research by various services and identified several key points:

On Tuesday, Wednesday, and Thursday, the open rate is higher than on other days.
The highest open rates are during the daytime from 1:00 PM to 2:00 PM and in the evening from 8:00 PM to 10:00 PM.
It is better refrain from sending emails between 7:00 PM and 8:00 AM (Omnisend).
Surveys are best sent on Monday: on this day, customers complete them 10% more often (SurveyMonkey).
B2C customers are more likely to read emails on weekdays, while B2B customers (entrepreneurs) prefer to check their inbox on weekends (Smart Insights).

Of course, the most optimal approach is to conduct your own research, taking the behavior of your target audience into account.

Try sending the mailings on different days and at different times, and use analytics tools to understand which messages proved to be most effective. The CTR and open rate of any mailing can be found in the summary report.