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Financial Planning > Behavioral Finance

Watch the Clock: Timing and Email Marketing

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I found a fascinating study on email marketing, and I will make you a deal. I am building out my LinkedIn Connections. I want to be connected to people in financial-services who are focused on marketing.

Here’s the deal: Send me an invite to connect. Request link to “The best study on email marketing.”  You can use this email address:  [email protected]. I will send you a link to the most fascinating study of the best times to email that I have ever seen. 

Here’s a flavor of what you will learn.  Before you click to the next page for the answers, answer these three questions:

What is the worst time to send an email?

- 6 a.m.–10 p.m.

- 10 p.m.–6 a.m.        

- 12 p.m.–2 p.m.

When are financial-services emails most likely to be opened?

- 6 a.m.–10 p.m.

- 3 p.m.–5 p.m.

- 5 p.m.–7 p.m.

When are the highest click-through rates?

- Monday

More on this topic

- Friday

- Saturday

- Sunday

The Truth About Email Marketing

The worst time to send an email is (drum roll) 10 p.m. to 6 a.m.  The study refers to this time block as “the dead zone.” 

Financial-services emails are most likely to be opened between 3 p.m. and 5 p.m. 

When are the highest click-through rates?

Saturday and Sunday. 

By the way, the study I’m offering you will also answer this question: How many times can you email per month? 

Send me that LinkedIn invite.


Bill Good is chairman of Bill Good Marketing. His Gorilla CRM® System helps advisors double their production or work half as much; visit His seminar program, “No More Pies! ®,” helps advisors manage ETF portfolios using technical analysis; see And his blog,, has lots of useful information for advisors who need to beef up marketing. To preview Bill as a speaker, see his YouTube channel here: