Statistically email marketing campaigns that are sent in the morning outperform those sent in the afternoon. While this does obviously vary based on industry, it is fairly consistent.

One thing email marketers tend to overlook is that the ‘morning’ actually occurs at different times depending on the time zone of your recipient.

I have seen it happen time and time again where someone in California schedules an email marketing campaign for 10:00am local time to blast out to all of their customers. Of course, they don’t realize that 10:00am in California is actually 1:00pm in New York. So, their objective of sending a morning email campaign doesn’t exactly hold true.

If the timing of your email marketing campaigns is important than you should segment your mailing list based on geography so that you can factor in timezones.

Once you know the location of your recipient, it’s pretty easy to schedule an email to the East coast folks at one time and the West coast folks at another.

If you know that you get better results when your email arrives in the morning, then a little extra legwork can go a long way towards boosting your metrics.