Every few months another vendor in the email marketing space releases a study on the best day to send email. Some of these articles contain more self-promotion than wisdom but some have also delivered a lot of value. One of the better articles I’ve seen is posted here on eMarketer.

Some of the key findings include:

• Midweek is the low point for open and click-through rates.
• Friday and Sunday have the highest overall rates.
• Average open and click-through rates were 27% and 4.4%.
• For a number of reasons, response rates vary substantially with list size.
• Large senders had the best response on Saturday. Presumably, larger lists are more often B2C lists. Sending on Saturday catches consumers on the day when they are shopping.
• Small senders had the best response on Friday.

In general, like many other variables in email marketing, the best day to send varies greatly depending on your audience, your purpose, and content.