Forbes Advisor's June 2026 data shows Saturday outperforms other weekdays for email engagement. Here's what that means for your send schedule and revenue.
Email is not dead. It's just sleeping on weekdays. According to Forbes Advisor's June 2026 email marketing statistics, Saturday delivers the highest open rate at 37.6%, offering small business owners a concrete reason to rethink their send schedule. If you've been firing off campaigns Monday through Friday and leaving weekends blank, you're walking away from your best single day.
People check email differently on Saturday. They're not rushing through inboxes at 7 a.m. before a meeting. They're browsing while sipping coffee, scrolling on the couch, or shopping online. They're engaged but not stressed. That mindset converts.
The Forbes data shows that engagement is steady across the full week, which means your audience is reading email consistently. But Saturday's 37.6% rate tells you that steady baseline spikes when people have breathing room. That's the gap you can exploit.
Email remains one of the highest-ROI channels for small business. It's cheaper than paid ads, you own the list, and your audience expects to hear from you. The Forbes data proves the channel is still moving the needle. The only question is whether you're sending at the right time.
Saturday's 37.6% open rate is an invitation. Your competitors are probably still sending Monday to Friday. That's an asymmetry you can own.
How WebKing runs this
We build email send schedules by day, test open rates in real time, and flag which days move the needle for your specific audience. That Forbes stat? We use it as a benchmark, then optimize against your actual data.
Not necessarily. The 37.6% Saturday open rate is a strong signal to test Saturday sends, especially for time-sensitive offers or newsletters, but your audience may have different preferences. Run A/B tests on send days to see what works for your list.
Forbes Advisor's data shows engagement remains steady across the week, meaning your audience is checking email most days. Sunday and weekdays are still viable, but Saturday has a measurable lift that's worth capitalizing on.
The Forbes data reflects aggregate behavior across businesses. B2C, retail, and service businesses often see strong weekend opens because customers browse and shop on their own time. B2B may perform differently, so test your own send schedule against this benchmark.
Most email platforms let you schedule sends by day and time. Set up a test campaign to send Saturday morning, compare open rates to your current schedule, then automate weekend sends for repeating campaigns once you confirm the lift.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
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