What is the best sending time for email marketing? Results of an AB test

In different posts we have commented on the results of testing carried out in the agency for some of our clients. We have learned something from all of them, in some cases because there is a substantial difference in the results between different versions (personalised vs. non-personalised issue test), and in others precisely the opposite (absence of differences between versions, such as when we confront a case with symbols with one without symbols).
In this post we bring you the results of a third test. In this case we test, also in different markets, how the databases behaved depending on whether they received the email in the morning/midday, or in the afternoon/evening/evening.. The starting hypothesis was that, in non-working hours (afternoon/evening), the end user would interact more with the brand. These are the results.

As can be seen in figure 1, in the time test something very similar to the symbol use test happens in the subject line: despite a slight improvement of 1 point in the openings in Spain when the campaign has been carried out at night, no significant differences are apparent.
All indications are that, if the levels of engagement If the content of your database is good, sending at different times of the day will not affect the level of interaction. If the content is relevant, the user will find the right time to interact with the email.