Surprising Trends Offer New Times to Send Your Email Marketing Campaigns
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.
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