Retention Science is a California-based digital services firm focused on helping online merchants with their email campaigns. In 2014 they conducted a study to discover the optimum days, times and messages for online merchants to deliver promotional offers by email. Their results tracked and consolidated 100 email campaigns delivered to 20 million users resulting in 100 million transactions.
So what did they find? Well, in a nutshell they found that mornings is not the optimal time to hit "send". Rather, afternoons and evenings are better. While many merchants send their emails out on Monday morning for the start of the new week, the fact is that Tuesday and Friday are hugely more productive days for email campaigns. Also, in terms of offers, consumers are twice as likely to click on a "free shipping" offer as opposed to a "% Off" offer.
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