Two thirds arrived after 11pm.

Why a long capture

Snapshots only catch the welcome sequence.

Most lifecycle teardowns are a snapshot: sign up, screenshot the first few emails, draw conclusions. That catches the welcome sequence and nothing else, and the welcome sequence is the part every company has already polished.

So we stayed subscribed for eight months and logged when each of thirty emails arrived.

Four of them, exactly as logged

The timestamps.

• Thursday 9:12pm
• Tuesday 4:11pm
• Thursday 1:09am
• Saturday 11:06am

Against the benchmark

Most of it landed in the quietest band.

According to MailerLite’s own reported analysis of 3.6 million campaigns (2025), peak engagement falls at 6–8am, second at 12–2pm, and lowest at 10pm–6am. That benchmark is MailerLite’s, not Perennus data. Two thirds of what we received landed in its lowest band.

Inconsistent timing makes it harder to establish a predictable communication rhythm. That’s a lifecycle principle, not a measured outcome of this study.

What we would check first

Three explanations, none established.

1. 1

   UTC default

   Many tools send in UTC unless the timezone is set.

2. 2

   No ownership

   Someone queues it when it’s ready; nobody checks when it lands.

3. 3

   No measurement

   If open rate isn’t cut by send time, nobody finds out.

None of these is established for Risevest. They’re where we would start.