You picked your send time from one of the studies that says Tuesday at 10, and you set it on the hour because that is what the scheduler fills in. The day and the hour are the argument everybody is already having, and the minute is the one nobody has thought about, which is why it is still available to you.
BAM set out to settle the send-time question by pulling the published studies together instead of picking one: MailerLite's 2.1 million campaigns, Moosend's 10 billion emails, Omnisend's 2 billion campaigns, HubSpot's 20 million-plus, Campaign Monitor's 100 billion, and GetResponse's 7 billion. The answers stack up like this.
Day: every major study lands on the same three, Tuesday, Wednesday, Thursday. Tuesday is best for opens, Tuesday and Wednesday for clicks, and Moosend found "Thursday generates 33.5% higher revenue per recipient than Tuesday or Wednesday."
Time for opens: 9 to 11 AM local time, the most consistent window across every study, because people open as part of a routine before the day takes over.
Time for clicks: 8 to 9 PM local time, where Moosend's 10 billion emails show click-through rates peak. People reading at 8 PM are browsing, not triaging.
The default BAM will defend for a Realtor newsletter: Thursday morning, 9 to 10 AM. To test the evening idea instead, Tuesday at 8 PM pairs the best open day with the best click hour.
Why the whole thing matters: "23% of all email opens happen within the first hour of delivery." After 24 hours, the probability drops below 1%.
Then the tweak at the end, which is the part almost nobody does. Stop sending at the top of the hour. "Scheduling at :07, :21, or :36 instead of :00 helps your email avoid ISP queuing bottlenecks and improves time-to-inbox." BAM calls it a 10-second change almost nobody makes.
“Scheduling at :07, :21, or :36 instead of :00 helps your email avoid ISP queuing bottlenecks and improves time-to-inbox.”
Bad timing does not shave a few points off your open rate. BAM's framing is sharper than that, and it is the reason to care at all: poor timing does not reduce your engagement, it eliminates your chance of being read. The window is the first hour, and after a day it is effectively closed.
What changes is that you stop treating send time as a preference and set it once, per goal. The newsletter you need read goes Thursday, 9 to 10 AM, at :07. The thing you need clicked goes out in the evening. Then you leave it alone long enough that the numbers mean something, instead of moving it every month and learning nothing.