For years, Tuesdays and Thursdays have been the most popular shipping days. This is especially true for B2B. In B2C, Friday is also a popular shipping day, and the same goes for Saturdays and Sundays. What is also striking: B2B marketers are not fans of weekend campaigns, but they do appreciate Monday as a shipping day more than their B2C colleagues.
What can provide a lot of insight is a historical check on the favorite shipping days within your industry. Marketers have a habit of selecting a fixed time for sending campaigns, but in doing so you may lose sight of interesting shifts within your industry. Just look at the Energy industry and the differences between 2019 and 2022.
Email marketing benchmark Campaigns email leads per day in the energy industry
Favorite Shipping Times in the Energy Industry in 2019 and 2022
An A/B test on your sending time seems like a good idea
It is difficult to pinpoint a reason for the shift between 2019 and 2022 in the energy sector, but it is notable. If you want to get a better grip on this for your own campaigns, you can consider an A/B test.
Another option is to look at industries that are comparable to your industry. If you work in the Travel industry, you will certainly have similarities with an industry such as Recreation. If you compare the figures for these two industries, you will notice that marketers in the recreation industry send out many more weekend campaigns than marketers in the travel industry. If you want to make a well-considered choice for the design of your A/B test, you can look at historical figures on the one hand and at the figures for comparable industries on the other.