There are many factors that can ultimately decide if you get media coverage: from the relationships with specific journos to editorial schedules to the press release distribution service you’re using. Yet there are situations when you should also remember about some basics, like the timing of your media pitch.
When is the best time and day to send a press release? Let’s find out!
I’m quite certain you already know how to send a press release. Your story is ready and waiting to go out. It wouldn’t be very effective if you released it at a bad time, don’t you think?
The more people see and open your message, the higher your chances are of getting your news story published.
According to Freshmail, the average open rate for the marketing industry is around 18%. But what if you want to absolutely maximize your chances of someone reading your pitch email?
Instead of guessing, we decided to use our own data. We analyzed over 55470 press releases sent with Prowly in 2019 & 2018 to find out when it’s most effective to send a press release.
What is the best day to send a press release?
First, we checked on which days editors open their emails most often. You’re probably thinking Monday when everyone is feeling crisp and relaxed after the weekend. Tuesday, maybe? No way!The best day to send a press release is on Thursday when the average open rate jumps to over 26%! Click To Tweet
The worst days are Wednesdays and Fridays when even 85% of your emails get lost in the journos’ inboxes. By the way, do I even have to mention that sending anything over the weekend is pointless?
You’re probably wondering – why is Thursday the best day of the week to send a press release? That’s a good question. Despite it seeming a bit arbitrary, our data has consistently proven week after week that Thursday is king when it comes to press release open rates.
Our theory is that towards the end of the week journalists have crossed off the most important tasks of their list and are able to finally read all their unopened emails. Friday, on the other hand, seems to have the opposite effect. Everyone’s mind is on the weekend so everything that’s not a top priority gets left over for Monday.
What time should you send your press release?
The best time to send a press release is between 10 am and 2 pm—this is when editors open about one-third of all the emails they’ve received. Early mornings are less effective: open rates drop to 20.5% between 6 and 10 am. If you do decide on the early morning, however, we recommend waiting at least until around 8am-9am.The best time to send a press release is between 10 am and 2 pm. Click To Tweet
You should also avoid afternoons (2–6 pm) when only 26% of all messages get viewed. Issue your press releases after 6 pm only if you find it absolutely necessary!
You’ll stand out from your competition if you refrain from sending out your press release on the hour or even on the half-hour (e.g. 10 am or 1:30 pm). Many companies send their emails out on the hour, so pick a more unique time like 9:21 am to avoid getting drowned out by the competition.
Last but not least, keep in mind that some of your recipients may be in a different time zone, and adjust accordingly.
Summing up – when to send a press release
Try considering these timing tips when planning your press release schedule. According to our data:
- The best day to send a press release is on Thursday
- The best time to send a press release is between 10 am and 2 pm
If possible, avoid Wednesdays, Fridays, and weekends, when it’s difficult or almost impossible to get the editors’ attention. Hourwise, avoid afternoons (2pm-6pm) and early mornings.
However, the most accurate answer is: it depends (unfortunately). Your industry, location, or other factors could have an impact on the optimal time to hit send.
By using a PR outreach tool like Prowly to send press releases, you’ll be able to find out the optimal open rates based on your own data and adjust accordingly. Additionally, you’ll be able to check which journalists actually opened and read your emails.