Lauran Vohmann, Senior Digital Marketing Manager
(Campaign Monitor)

Friday emails reported the highest open and click-through rates

Friday not only experienced the highest open and click-through rates, but Friday also tied for the highest click-to-open rates as well.

This is a significant deviation from years past and conventional email wisdom. Usually, Tuesdays and Thursdays are shown to be the best days for high engagement, but not in 2020. Thursday actually had the second to worst open rates, only scoring higher open rates than Saturday.

Tuesday was the only day to experience a decrease in open rates compared to last year.

While we can’t say exactly why this is, we can say that the way people have historically engaged with email has been significantly disrupted. Logically, this makes sense: As the structure of daily life adapts to current realities, it stands to reason that email would also experience a shift. We see this most notably in Friday’s high engagement.

The most important thing to remember when planning your email sends is to study your own audience. You can test whether or not a Friday send results in better engagement, or whether it doesn’t. Only you can say what works best for your audience.