Internal newsletters have massive benefits. They increase employee engagement, improve communication, enhance employee recognition, help to break down silos and maximize employee retention. They also increase transparency, enable organizations to share knowledge and improve compliance, promote company culture, and increase productivity.
Table of contents
- The Best Time to Send an Internal Newsletter
- The Worst Time to Send an Internal Newsletter
- The Best Day to Send an Internal Newsletter
- The Worst Day of the Week to Send Your Newsletter
- The Best Time to Send an Internal Newsletter: Industry Analysis
- Tips for Sending an Internal Newsletter
- Why Do Time and Day Matter When Sending Internal Newsletters?
- Send your Newsletter at the Best Time with Cerkl Broadcast
- What’s Next?
- FAQ
A lot of effort goes into producing a good internal newsletter. If you are involved with internal communications in your organization, some of this effort may well be yours! Have you ever hit the send button on your meticulously crafted newsletter only to be met with radio silence? If so, the chances are that it hasn’t got anything to do with the quality of the content. Rather, it’s got to do with timing. By sending your newsletter when employees are most receptive, you can boost open rates, increase information absorption, and ultimately foster a more connected and informed workforce.
Think about it. In the world of internal communications, your employees are essentially your internal customers. You want to deliver engaging content that they’ll not only see in their inboxes and open, but also read and act upon. When it comes to your company newsletter, timing is everything.
Since employee newsletters are meant to reach a company’s entire workforce, the most common delivery method is via internal email. This ensures everyone has access to the information, regardless of location or department. It also allows for easy tracking of delivery and opens to measure the newsletter’s effectiveness. However, it’s up to internal communicators to ensure that employees see internal newsletters as vital internal updates that they want to open. And if they are sent at the “wrong” time, they may never see the light of day.
This post dives deep into the best and worst times to send your internal newsletter, giving you valuable insights to maximize engagement.
The Best Time to Send an Internal Newsletter
There’s no one-size-fits-all answer to the “best” time for internal newsletters. However, research and industry analysis offers some compelling insights that don’t necessarily match commonly touted answers. Also, it is true that the best and worst times likely vary for different industries.
- Friday ranks tops: Contrary to intuition, according to a study by Agital involving internal hospitality chain clients, Friday is the best day to send internal emails. Their finding is that the 63% open rate on a Friday is 5% higher than the next “best” days. This figures, since it’s commonly the last day of a working week.
- Fridays between 1 pm and 3 pm might be the golden hour. Agital’s study shows that emails sent between 1 pm and 2 pm on Fridays boast higher open rates (around 66%). This makes sense – employees are wrapping up the week and might be more receptive to internal updates.
- Friday morning: Another strong contender is Friday morning (9 am to 10 am). This window offers a chance for employees to see the newsletter before diving into the day’s tasks.
- Tuesday after hours (6pm – 6am): This specific time slot holds the record for the highest open rate (89%) according to Staffbase.
- Sundays (late afternoon/evening): Surprising but interesting! A study by Axios HQ shows that email newsletters sent on Sundays between 3 PM and 9 PM have impressive open rates (up to 94%). This could be because employees are checking work emails in preparation for the upcoming week.
Because organizations vary so vastly, it’s advisable to try a data-driven approach. Consider analyzing your company’s internal email traffic patterns. For instance, are there specific days or times when emails typically gain more traction? It’s also a good idea to A/B test different sending times to see what resonates best with your audience. Once you’ve done your research, you can make some vital internal updates.
The Worst Time to Send an Internal Newsletter
Even if you can’t pinpoint the very best time, it’s essential to take steps to avoid the worst possible times. Here’s what our digging reveals you should avoid.
- Weekends, especially early mornings and midday): While Sundays evenings work well, avoid early mornings or midday on weekends. Employees are likely to be disengaged and focused on personal time.
- Monday mornings: Agital confirms that Monday is one of the worst-performing days, having identified an open rate of 56%. It makes sense. Employees are typically catching up after the weekend, so inboxes might be overflowing. Consider sending your internal newsletter a bit later in the day or on Tuesday after 6 pm.
- Thursdays: The survey team at Agital found that Thursday had the very worst open rate (55%). They couldn’t say why.
- After hours or early mornings outside standard work hours): Unless your company operates 24/7, avoid sending emails outside typical work hours. This disrupts employees’ personal time and might lead to them feeling overworked.
The Best Day to Send an Internal Newsletter
The jury’s still out on a definitive “best day.” Research suggests both midweek (Tuesday-Thursday) and Friday can be effective.
- Midweek (Tuesday-Thursday): This aligns with traditional email marketing best practices, where engagement is generally higher in the middle of the workweek.
- Friday: As discussed earlier, Fridays often present a unique opportunity to catch employees before they clock out for the weekend.
The Worst Day of the Week to Send Your Newsletter
Some days are good to send your newsletter via internal email, but others are not. Indications are that you should avoid Mondays and Saturdays.
- Monday: Inboxes are overflowing, and employees are focused on catching up. Consider a different day.
- Saturday: Similar to weekends in general, avoid Saturdays unless your company culture dictates checking emails on that day.
The Best Time to Send an Internal Newsletter: Industry Analysis
While there’s limited research specifically analyzing the best times to send internal newsletters across different industries, we can explore some general insights and how they might apply to each sector:
- Healthcare: Hospitals and clinics often operate 24/7. Consider shift changes and breaks when sending newsletters. Urgent updates might require immediate delivery, while non-critical updates could benefit from a Friday afternoon or midweek send. ContactMonkey’s Internal Email Benchmark Report 2024 states that the best time to send an internal email newsletter in healthcare organizations is 5-6 am and 3-5 pm.
- Manufacturing: Production schedules and shift changes are key factors. Avoid sending newsletters during peak production times or shift changes. Consider sending them before a shift or on a designated communication day within the workweek. These time will, of course, vary from company to company.
- Higher education: Faculty and staff newsletters at universities are also typically delivered via email. Consider sending them during the week, avoiding evenings and weekends when faculty might be focused on research or lesson planning. Midweek mornings (5-7 am or around 10 AM) might be a good option.
- Technology: Tech companies often have a fast-paced, “always-on” culture. Consider sending newsletters during core work hours on weekdays. Just try to avoid very early mornings or late nights. Tuesdays or Wednesdays might be ideal for non-urgent updates. Best times to send seem to be 6 am, 9 am-12pm, and 3 pm. So, you have quite a big window to choose from.
Tips for Sending an Internal Newsletter
Here are internal communications tips for sending your newsletters to employees.
- Experiment and track your open rates to see what works best for your company culture and employee habits.
- Industry publications or associations might offer specific research or best practices for your sector.
- Segment your newsletter if applicable. It’s an excellent strategy. Target content to specific departments or roles and send it at a time most relevant to them.
- Analyze open rates and click-through rates to see what resonates with your employees.
Why Do Time and Day Matter When Sending Internal Newsletters?
By sending your newsletter at the optimal time for individual employees, you significantly increase the chances of it being seen and acted upon. Here’s why timing is crucial.
- Attention span is precious: Sending your newsletter when employees are likely to be checking their emails increases the chance they’ll open and read it. Remember, not everyone checks their email at the same time.
- Habit forming: Consistent sending times turn your newsletter into a reliable source of information, encouraging employees to integrate it into their routine.
- Information overload: Employee inboxes are constantly bombarded. Sending at the best possible time helps your newsletter stand out. Never forget that an internal newsletter competes with a constant stream of emails, messages, and notifications. Choosing the right time minimizes competition and maximizes visibility.
- Focus and engagement: Employees respond more positively to internal communications when they are not bogged down with other tasks.
- Actionable content: By sending at the right time, you ensure employees see the information when they’re most likely to take action.
Ultimately, the best time and day for your internal newsletter depends on a variety of factors. By analyzing industry research, considering your company culture, and testing different times, you can find the sweet spot for maximum employee engagement. Remember, the goal is to deliver valuable content when your employees are most receptive.
Send your Newsletter at the Best Time with Cerkl Broadcast
Designed for internal communicators, Cerkl Broadcast serves as a centralized hub for all communication assets. It enables you to segment your audience and allow employees to choose their preferences and categories. The software does the rest, tracking when each employee engages in their internal newsletter. In this way, it curates the best time and day to send each employee personalized newsletters.
In this way, Broadcast improves efficiency, and targeting, and saves communicators time.
What’s Next?
Before you even consider the best time to send an internal newsletter, you need to focus on creating killer internal newsletters. Our Cerkl Broadcast guide, Employee Newsletters: A Comprehensive Guide for Internal Communicators is designed to provide you with all the answers. It discusses how newsletters have changed over the decades and why they still matter. We cover the various formats you can use for internal employee newsletters as well as design options. It’s vital to know the best practices for internal newsletters. You’ll find guidelines right here along with delivery options and guidance on the length and frequency of internal newsletters.
FAQ
Friday (1-3 pm) or Midweek (Tuesday-Thursday). According to some research, Friday offers a higher open rate (63%) compared to midweek (around 58%)
Varies by industry and day, but generally ranges from 55% to 89%.
It can be a good day, especially Friday afternoons (1-3 pm) due to higher open rates (around 66%).
