Getting your marketing emails opened and read can feel tricky. You might write brilliant content, but if it lands at the wrong time, it could get lost in a busy inbox. The good news? There are clear patterns about when UK customers open emails.

At Echelon Media, we know that timing makes a huge difference to your email marketing success. Research shows that nearly 24% of people open emails within the first hour. After that, your chances drop fast.

Let’s look at the simple science behind email marketing timing and find out when UK people are ready to hear from your business.

 

Why Email Timing Matters in the UK

UK people have clear habits about when they check their email addresses. Unlike other countries where work patterns change a lot, the UK follows fairly regular 9-to-5 routines.

Research from the University of Portsmouth into digital consumer behaviour shows that UK users check marketing content at specific times. These patterns directly affect your open rate and campaign success.

Here’s what happens when you get timing right:

• Higher open rates
• Better click-through rates
• More sales from email subscribers
• Stronger connection with existing customers
• Better return on your investment

 

The Best Days to Send Marketing Emails

Studies show that some days work much better than others for email marketing in the UK.

Tuesday: The Winner

Tuesday is the strongest day for marketing emails. UK people have settled into their work week by Tuesday. This makes them more open to promotional emails and email newsletters. They’ve cleared Monday’s backlog but aren’t thinking about the weekend yet.

Wednesday and Thursday: Good Options

These midweek days work well too. Wednesday keeps steady engagement going. Thursday works particularly well for businesses targeting existing customers with relevant content.

What About Other Days?

Day	How It Performs	Why
Monday	Okay	People are catching up after the weekend
Tuesday	Excellent	Best day for email subscribers
Wednesday	Good	Steady midweek performance
Thursday	Good	Strong for lead nurturing emails
Friday	Okay	People are preparing for the weekend
Saturday	Poor	Personal time, fewer business emails checked
Sunday	Poor	Lowest open rate of all

 

The Best Times to Send Marketing Emails

The time of day matters just as much as the day you pick. UK research shows clear patterns for email marketing:

Morning Works Best: 10am-11am

The morning sweet spot is between 10am and 11am. By this time, UK people have:

• Started their day properly
• Checked urgent emails
• Got mental space for marketing emails
• Not yet become too busy with daily tasks

Afternoon Option: 2pm-4pm

Early afternoon also works well for promotional emails. This catches people during:

• Post-lunch email checks
• Afternoon breaks
• Quieter periods of the day

Evening Works Too: 6pm-8pm

For businesses selling products or services to regular customers, early evening works well. UK customers often check personal emails when they:

• Finish work
• Relax at home
• Browse on mobile devices
• Have time to think about purchases

 

B2B vs B2C: Different Email Marketing Strategies

The type of business you run changes your best email marketing strategy.

B2B Email Marketing

Business emails work best during office hours:

• Best days: Tuesday, Wednesday, Thursday
• Best times: 10am-11am and 2pm-4pm
• Avoid: Early Monday mornings and Friday afternoons
• Focus on: Lead nurturing emails and relevant content

B2C Email Marketing

Customer emails have more flexibility:

• Best days: Tuesday through Thursday, with Saturday sometimes working
• Best times: 10am-11am, 2pm-4pm, or 6pm-8pm
• Think about: Evening sends when people use mobile devices
• Focus on: Promotional emails and lifestyle content

 

UK Email Marketing Facts

Research from UK marketing studies shows interesting local patterns for email marketing:

Mobile Phone Use

In the UK, 55% of marketing emails are opened on mobile devices. This means your email marketing strategy should think about when people use their phones:

• Travel times (8am-9am, 5pm-6pm)
• Lunch breaks (12pm-2pm)
• Evening relaxing time (7pm-9pm)

Seasonal Changes

UK email subscribers show different patterns throughout the year:

• Winter months: Higher open rates because people stay indoors more
• Summer holidays: Lower weekday engagement, some weekend activity
• Back-to-school time: More engagement in September
• Christmas period: Peak engagement for retail promotional emails

Different Industries

Different industries see different optimal times for marketing emails:

Industry	Best Day	Best Time	Special Notes
Retail	Tuesday-Thursday	2pm-4pm	Friday works for weekend promotional emails
Healthcare	Tuesday-Wednesday	10am-11am	Avoid Monday mornings
Finance	Wednesday-Thursday	9am-11am	Office hours are crucial
Entertainment	Thursday-Friday	6pm-8pm	Weekend promotion timing

 

Testing Your Own Email Marketing Strategy

These guidelines give you a strong start for your email marketing, but your specific email subscribers might act differently. Here’s how to find your perfect timing:

Testing Different Send Times

1. Pick two different send times (like 10am vs 2pm)
2. Split your email list of existing customers randomly
3. Send the same marketing emails at both times
4. Compare open rates and click-through rates
5. Use the winning time for future campaigns

What to Track

Watch these key numbers for your email marketing:

• Open rate: How many people opened your marketing emails
• Click-through rate: How many clicked on the links inside
• Sales rates: How many bought something
• Response time: How quickly email subscribers responded

Weekly Tracking

Make a simple tracking sheet for your email marketing strategy:

• Test the same content on different days
• Note any outside factors (holidays, news events)
• Look for patterns over 4-6 weeks
• Change your approach based on open rates and engagement

 

Common Email Marketing Mistakes

Sending Too Early or Too Late

Too early (before 8am): Email subscribers haven’t started their day properly
Too late (after 9pm): Personal time when marketing emails feel pushy

Ignoring Time Zones

If your UK business serves different regions with your email marketing:

• Scotland: Same time zone as England
• Northern Ireland: Same time zone
• European customers: Think about 1-2 hour differences
• International email subscribers: Plan multiple send times

Treating Everyone the Same

Don’t assume all your email subscribers are identical:

• Different age groups check emails at different times
• Different job types have different daily routines
• City vs country existing customers may have different patterns

Forgetting About Holidays

UK bank holidays really affect email marketing engagement:

• Don’t send marketing emails on bank holiday Mondays
• Think about timing around Easter and Christmas periods
• Plan around school holidays for family-focused businesses

 

Tools to Improve Your Email Marketing

Email Marketing Software

Most email marketing tools let you schedule emails:

• Set optimal send times for marketing emails ahead of time
• Test different time zones if needed
• Stay consistent with regular timing
• Plan campaigns using email templates

Popular email marketing software options include platforms that help with marketing automation and give you ready-made email templates for different campaign types.

Analytics and Tracking

Use these insights to improve your email marketing strategy:

• Open rate reports: When do your marketing emails get opened?
• Device reports: Mobile devices vs computer opening patterns
• Location data: Regional timing differences
• Engagement timing: When do email subscribers click and buy?

 

Making Email Marketing Work for Your Business

Getting Started with Email Marketing

1. Start with Tuesday 10am as your baseline for marketing emails
2. Test this for 2-3 campaigns to get baseline open rate data
3. Try different times like Wednesday 2pm
4. Compare click-through rates and pick your winner
5. Stick with what works but occasionally test new options

Build Consistency

Your email subscribers will start expecting marketing emails at certain times. This can actually improve your open rates:

• Pick 1-2 optimal time slots and use them regularly
• Train your audience to expect your emails
• Create anticipation with regular, relevant content
• Keep quality high regardless of timing

Think About Your Email Types

Different email marketing content works better at different times:

Email newsletters: Tuesday-Wednesday mornings work well for existing customers Promotional emails: Tuesday-Thursday afternoons catch people when they’re ready to shop
Transactional emails: Send immediately when customers take action Lead nurturing emails: Wednesday-Thursday when people have mental space

Want to see how professional email marketing campaigns can change your business? Check out our successful projects to see real results from well-timed email marketing strategies.

 

The Future of Email Marketing

Email marketing keeps evolving, and timing strategies must change too:

Marketing Automation and Personal Touch

New marketing automation technology can help find the best send times for each email subscriber based on their past behaviour. This means:

• Individual optimal times rather than general best practices
• Smart sending that adapts to existing customers’ patterns
• Better open rates through personal timing

Changing Work Patterns

The UK workplace is changing, which affects email marketing timing:

• Remote working has changed when people check their email addresses
• Flexible hours mean less predictable patterns for email subscribers
• Mobile device use has increased during non-traditional hours
• Weekend working is more common in some sectors

 

FAQs

What’s the single best time to send marketing emails in the UK?

Tuesday at 10am consistently gives the best open rates across multiple studies. This timing catches email subscribers when they’ve settled into their week but aren’t overwhelmed with tasks yet. However, your specific existing customers might prefer different timing, so testing your email marketing strategy is important.

Should I send marketing emails at different times for B2B vs B2C?

Yes, definitely. B2B marketing emails work best during office hours (9am-5pm, Tuesday-Thursday). B2C emails can work well in early evenings (6pm-8pm) when email subscribers are relaxing at home and checking emails on mobile devices.

How often should I test my email marketing timing?

Test every three months or when you notice changes in your open rate. Email subscriber behaviour can change with seasons, work patterns, or life changes. Regular testing every 3-4 months ensures your email marketing strategy stays matched with your audience’s preferences.

Do UK email subscribers prefer weekend marketing emails?

Generally no. Weekend marketing emails typically see much lower open rates. However, some retail businesses find Saturday mornings work for specific promotional emails. Sunday is consistently the worst-performing day for most UK email marketing campaigns.

 

Conclusion

Finding the perfect timing for your UK email marketing doesn’t have to be guesswork. The data clearly shows that Tuesday mornings around 10am offer the best starting point for improving your open rates and click-through rates.

Remember that successful email marketing combines good timing with quality, relevant content, clear subject lines, and valuable offers. Getting your timing right is just one piece of your email marketing strategy, but it’s an important one that can significantly improve your results with existing customers and email subscribers.

The key is to start with these proven guidelines for marketing emails, then test and improve based on your specific audience. Your email subscribers will reward good timing with higher open rates, more clicks, and better business results.

Whether you’ve just started with email marketing or you’re looking to improve your email marketing strategy, using the right email marketing software and email templates at optimal times will help you connect with your audience when they’re most ready to engage.

Ready to optimise your email marketing timing? Get in touch with our team to discover how a professional email marketing strategy can transform your business results.