Picking the right time to send your newsletter can affect everything from open rates to click-through rates. And there are problems with both extremes:
over-sending: reduced open rate, click-through rate, and email deliverability
under-sending: lack of presence, lower life-time value if you're selling a product
That's why picking an ideal frequency is crucial, especially early on.
So, here are the 3 considerations to take into account before you pick your newsletter frequency (and specific timing):
Your Content
Depending on your content, your ideal newsletter frequency will differ based on:
length - if it's a long form newsletter, once a week or even month is alright
variety - if you're sending two different types of emails, for example, one is a breakdown and another is a curation, you can afford to send it twice a week
Your Schedule
Even if the ideal frequency for your newsletter may be daily, it is irrelevant if that cadence does not align with your personal schedule.
The only thing more important than your newsletter frequency is consistency.
So, while deciding on your newsletter frequency, take into account the time you are willing to spare for your newsletter - writing, reviewing, designing, and growing.
And make sure you set these expectations early, either on your newsletter sign-up page or in the welcome email - your audience should always know when to expect you.
End Goal
What you want to get out of your newsletter plays a crucial role in determining your ideal newsletter frequency, for instance:
website traffic via email - you can justify an increased email frequency because you want to prioritize the number of clicks that you get to your blog or external website
sponsorships - if you want to earn via your newsletter you'd want a high open and click-through rate for sponsorships, meaning less frequent but more valuable content
Ask yourself some reflective questions, pick your end goal, and adapt accordingly.
General Statistics
If you’re looking for a starting point, beehiiv’s 2025 Newsletter Report shows that open rates tend to peak around 10 a.m., with solid engagement continuing through the late morning and early afternoon. Engagement is fairly steady across most weekdays (Sunday through Thursday averaging ~39% open rates), while Fridays and Saturdays see slightly weaker performance.
For monthly newsletters, performance is stronger in the first half of the month compared to the second half.
As a baseline, aim for a frequency of more than once a month but less than twice a week — then test timing windows like 10 a.m., 1 p.m., or 6 p.m. to see what resonates best with your own audience.
Conclusion
Now, before you just pick the general stats and roll with it, I'd suggest you experiment a bit with the timings - send your newsletter once, then twice a week, in the morning for a while, and then in the evening instead.
See what works best and double down on that. But don't overdo it with the testing, it's always better when your readers know when to expect you.
P.S. To avoid upsetting readers, you can experiment with your low-engagement readers via our segmentation tools and then adopt the optimal strategy for everyone.
FAQ: Picking the Right Time to Send Your Newsletter
Sending too often can reduce open rates, click-throughs, and even eail deliverability. Sending too rarely makes you less present and can lower customer lifetime value if you’re selling a product. The right balance is key.
Q2. How should my content affect frequency?
Length: Longer newsletters can go out weekly or even monthly.
Variety: If you have different formats (e.g., a deep dive + a curated roundup), you can send more often — even twice a week.
Q3. What role does my schedule play?
Your ideal frequency won’t matter if it doesn’t align with your capacity. Consistency is more important than speed. Set realistic expectations early (on your sign-up page or welcome email) so readers know when to expect you.
Q4. How does my end goal affect timing?
Driving website traffic → More frequent sends can make sense.
Sponsorships → Less frequent, but higher-value newsletters often work better.
Q5. What are general benchmarks I can start with?
Best times: 10am, 1pm, or 6pm.
Best frequency: More than once a month but less than twice a week.
Q6. Should I test different times and frequencies?
Yes — experiment with mornings vs. evenings, weekly vs. biweekly. Start with small tests, especially with low-engagement readers (using segmentation tools), and then roll out what works best. Avoid over-testing to maintain consistency.
