Why Send-Time Optimization Is Overrated for Newsletters

The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth · May 24, 2026 · 7m · transcript

Lucas and Luna challenge the conventional wisdom that email send-time optimization is a game-changer for most newsletters. They break down the data behind the 2016 AWeber study that showed a mere 4 percent lift from send-time tweaks, explain why algorithmic timing tools are often a waste of money for lists under 10,000, and argue that content quality and sender reputation matter far more than hitting the exact right hour. Luna shares a counterpoint from her own experience with a B2B list where evening sends outperformed morning, and they land on a pragmatic rule of thumb: if you can't…