Timing Your Release
It is standard practice to send press releases early in the morning, usually between 8.30am and 10am local time. Journalists tend to expect to receive press releases at this time. When you’re scheduling press release emails, you need to keep recipients’ time zones in mind. To stand out from inbox competition, you should refrain from sending out press releases on the hour or even on the half-hour. Choosing a unique time, like 9:21 am, can increase your chances of capturing attention.
It is advised to send your next release on Tuesday, Wednesday, or Thursday. Once you determine the best day to send your press release, you’ll need to consider the timing.
Best Days to Send
The best day to send a press release is Thursday, with Tuesday being second and Wednesday in third place. Research from Ragan suggests sending a press release between 7:00 am and 9:00 am.
- Tuesday: Journalists are getting back to work after the weekend, catching up on emails and planning stories for the week. They are often looking for newsworthy content to feature, making it an opportune day to send a press release.
- Wednesday: Open rates are not as high, but still a viable option within the midweek range.
- Thursday: Emails sent on Thursdays have an average open rate of over 26%; it’s considered the best day to maximize visibility and impact.
Worst Days to Send
- Friday: Open rate of PR emails is greatly reduced, not recommended for press release distribution.
- Monday: Avoid sending on Monday as it’s the busiest day for journalists and your email might be overlooked.
- Weekends: Open rate of PR emails sent on weekends is barely 2%.
Optimal Send Times
- Morning: Send between 7:00 am and 9:00 am to align with when most journalists check their emails.
- Midday: Between 10 am and 2 pm, editors open about one-third of all the emails they receive. Avoid the exact hour to prevent your release from being lost among others.
Remember, factors such as current events and location will affect the relevance and timing of your press release. Use the best practices to guide you when deciding when to send your next press release.