What time should you send out that email blast? Now thats a question for the ages. With more and more mail hitting our inboxes every day, its crucial that you do everything in your power to maximize open rate and engagement – especially since open rates significantly drop off after the first hour of delivery.

Timing may differ for every publisher, depending on geography, content, and consumer preferences. However, looking at the timing of ad impressions being served across the LiveIntent platform, we’re able to see an obvious trend that easily correlates to open rate, since ads are only served once an email is actually opened.

An analysis across our platform, serving +20 MM impressions per day across our variety of premium publishers, proved 10-11am EST to be the most popular email open time. While the rule of thumb may be to send at 9am, we hypothesize that late morning on the East coast provides time for the West coast to wake up and dive into their inboxes. Click here to see the full image.