Hi there,

For two years this letter went out on Monday mornings. It felt like the right day: people start the week, they clear their inbox, they have a coffee and read. That was the theory.

Last month I moved it to Thursday afternoon, mostly out of curiosity. Nothing else changed. Same length, same tone, same list.

Opens went up a little. Replies went up a lot. I think Monday inboxes are a battlefield, and a letter from a person loses to the forty work emails sitting above it. On Thursday the inbox is quieter and people have room to answer.

If you write a newsletter yourself, try moving your send by a few days for a month. Keep everything else the same so you know what caused the change.

And if you are reading this on a Thursday, hit reply and tell me whether you would rather get it on a different day. I read every answer.

Talk soon,
Sam

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