I Am & Co.
May 2021

Knowing When Is the Right Time To Send a Email

A lot of blogs and case studies have been written about when the best day and time to send an email is. But if a new company follows those strategies, it may not be the best for their brand and customer base.


Email marketing, Social Ads, Social Media Management, Google Ads


Facebook, Instagram, Google, & Klaviyo

Open Rate

Above average

Revenue Per Email

Above average

Project Overview

When I Am & Co. came to us, they were a relatively new and young company selling only one product, a 30 card deck of affirmations. They never tried email marketing before but wanted to keep their customers engaged with the brand so whenever a new product came out, the customer would have jumped at the opportunity to purchase.


Creating a weekly email for I Am & Co. seemed like an impossible task and that Swello wouldn’t be able to build an email list or drive purchases. But, we came up with the idea of doing a “Weekly Affirmation” based on new affirmations that were not included in the deck. 

Swello and I Am & Co. perfected the idea but needed a distribution strategy on what days and time they would send their emails. We came up with a 14 week experiment that would A/B test times, 8:00 AM vs. 5:00 PM, and tested a different day of the week for the 7 weeks of the experiment. We then ran the same experiment for another 7 weeks just to confirm our findings.


From this test, we found that Friday evenings were actually the best day and time to send emails and Wednesday evenings were the second best. I Am & Co was able to average a 25.7% open rate during the test. Friday evening had an average open rate of 50.4% while Wednesday evening had an average open rate of 30.4%. These results are contrary to what most blogs say, but every brand and customer base is different.


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