Our friends over at Contactually send a lot of emails for their clients. A lot. And they know when the emails are opened, which is the goal of sending an email, right? Now they are sharing this information so that we can also know when the best time to send email for real estate is.
When it comes to the best time to send email, there are usually three different key steps that you need to consider:
1) Checking Email – This is when a user will open up their email to scan what emails they have. At this time, most users also delete obvious spam and marketing emails. They do this without opening any of the emails, although their email program may provide a preview or the first few lines of the email. The key to avoiding this spam sweep is to ensure that your subject line does not jump out as a marketing message and the first few lines provide value or intrigue the user to read the message later.
2) Reading Email – This is where a user will actually open the email to read the message. They may not actually take action – yet – but they are opening and reading your message. Keep in mind that “open rates” are a bit of a confusing metric and may not be completely accurate, depending on the email client that the reader uses.
3) Responding/Acting on Email – You probably want the user to act or respond to the message in some way.This is where most emails fall short. Do you ask them to take that action? Is it clear what action they are supposed to take? Read your email as if you were a consumer and ask if the next logical step is obvious.
So what is the best time to send email for real estate?
It all depends where you live or, more precisely, where your reader lives.
Email readers on the East Coast were active in their email box more throughout the day than any other time zone, but the top 3 times when they opened their emails were 6am, 11am, and 5am.
Email readers in the Central time zone were most active in the email at 6am, 10am, and 12am (midnight).
People who live in the Mountain time zone were more likely to check their emails at 9am, 8am, and 11am. In this time zone, you will want to stick to the regular 9-5 workday, as they were less likely to look at emails in the evenings or early mornings.
Sending emails to people on the West Coast? You had better send early – the prime times were 8am, 9am, and 10am.
What Does It All Mean?
The best time to send email for real estate is the time that it will land in the inbox with the highest chance of being opened and acted upon. You want to try to time your message to land in their email after they have done their mass spam delete, but while they are still in reading mode.
For example, people on the West Coast read their emails between 8am and 10am. You wouldn’t want to time your emails at 6am because your email may get deleted without being opened or read. The best time to send email for real estate on the West Coast, then, looks like it would be around 9am while they are still in the middle of opening and reading emails and while they are the most likely to interact with it.
Once again, these statistics are for open rates, not necessarily interaction rates. What times have you found are best for actual interaction?