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Expert answer · 2 min read

What is the best time to send Mother's Day promotional emails?

Email send timing affects open rates, click rates, and ultimately conversion. The optimal send time depends on your audience, but general patterns exist for gift-buying occasions that apply across most e-commerce lists. This question provides practical timing guidance.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

For most Shopify stores, Tuesday and Wednesday sends at 9am to 11am local time generate the highest open and click rates for Mother's Day campaigns. Avoid Friday and Saturday sends for early-campaign emails: they compete with weekend disengagement and produce lower open rates. The exception is the final last-chance email, which performs well on Friday morning to create a weekend purchase window, or Saturday morning when the emotional proximity to Sunday's holiday activates maximum urgency.

In depth

Best Time to Send Mother's Day Promotional Emails

Email send timing is one of the most tested variables in email marketing, with consistent patterns emerging across industries for gift-giving occasions specifically.

Recommended Send Times by Email Type

EmailDayTime
Campaign launchTuesday9am to 11am
Gift guideWednesday10am to noon
Shipping deadlineTuesday or Wednesday9am to 11am
Last chanceFriday or Saturday8am to 10am

Why Timing Matters for Gift-Season Emails

Tuesday and Wednesday morning emails reach subscribers during their primary inbox review window: after the Monday catch-up and before the Thursday-Friday distraction period. For gift occasions specifically, midweek timing also aligns with gift research behavior: people research and compare options during the week and execute purchases on weekday evenings or Saturday mornings.

Testing Your Specific Audience

General timing benchmarks are starting points, not guarantees. Use your email platform's send time optimization feature if available, which analyzes your specific subscriber behavior to identify when each subscriber is most likely to open. Audiences in different demographics and industries can have meaningfully different peak open windows.

Growth Suite: A/B Testing Module

Growth Suite A/B testing can evaluate on-site offer timing as a complement to email send time optimization, identifying whether morning or afternoon visitors to your Mother's Day landing page convert at higher rates based on when they arrive from your email campaigns.

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