Email Marketing Trends

Posted in Ali’s Alley

Last year a post enti­tled Best Times to Send Email for Opens and Click-Throughs offered the lat­est in email mar­ket­ing data.  This year’s update pro­vides addi­tional email marketing data and bench­marks.  The info­graphic below has iden­ti­fied the best tac­tics for send­ing emails and offers help on how to deploy the best strate­gies for your brand.It has been a mantra among email mar­keting leaderss that the best time to send emails has always been, Tues­day through Thurs­day morn­ing, between 8 and 10am.” But cur­rent email mar­ket­ing trends are now shift­ing the open rates.A 2012 Exper­ian email marketing  bench­mark study across all indus­tries found that recip­i­ents are sur­pris­ingly active late at night. Unique open rates aver­aged 21.7% from 8pm to 11:59 pm and 17.6% for 12 am to 4 am. This late night group was more likely to click through, with open rates of 4.2% and 3.2%, respec­tively. They also had the high­est click through rates for all times of day. Rev­enue per email was also the high­est in the 8 pm to 11:59 pm group.Mon­days remain the high­est ROI (Return on Invest­ment), but emails sent on Fri­day had a higher click through rate. Sat­ur­day and Sun­day had the low­est vol­ume rates, yet had the high­est open and click through rates in the study. While the week­end was not the most pop­u­lar time to send emails, those who opened were much more likely to engage, click through or purchase.