The origin of email goes back to 1971 when even the smallest computers required a wheelbarrow to transport. In the early days, computers were a tool used for a limited set of tasks, they were part of a job for some, but it was the introduction of the Blackberry, iPhone and Android in the 2000’s that brought our inboxes to our pockets.

The great part about email is that it means we can get work done no matter what time it is. Unfortunately, the not-so- great part about email is that it means we think we should get work done no matter what time it is. If you ask American professionals what their biggest source of stress and worry is at work, they’re likely to say it’s the anxiety they feel when looking at their email inboxes. Because emails pour into our inboxes constantly throughout the workday, we’re always aware that there’s a pile of questions sitting there waiting for us to answer them — some of which may be urgent.

As an entrepreneur with a vested interested in email, not so long ago I’d argue with anyone that email marketing wasn’t a commodity. A recent conversation with an industry colleague changed my perspective. Looking at Merriam-Webster, a commodity is a ‘mass-produced unspecialized product’. By that definition, the sending of old-fashioned email blasts is clearly a commodity. Everybody can (and likely does) do it.

Every salesperson and marketer wants to know, "When is the best time to send email?" We spend hours crafting our email campaigns and sales emails, creating copy and messages that we know will get a response—if they're seen. We need our recipients to open our emails in order to engage.

But so many emails go unseen, thanks to the sheer number of emails individuals receive daily. On any given day, our prospects are dealing with 100+ messages in their inboxes.