When should one send emailing campaigns in order to optimize their yield? A study by eMarketer, an agency specialized in digital marketing, provides solutions to prevent messages from directly going to the bin. And you also get a tip: aim at Saturdays instead of Thursdays!
Email open rates improved again this year, thanks to consumers’ ever-growing use of mobile devices to manage their inboxes. Yet key benchmarks such as click rate and transaction rate continue to decline. As it gets harder to cut through the inbox clutter, email marketers increasingly seek new ways to upgrade the relevancy of their communications, according to a new eMarketer report, “Email Benchmarks 2014: Richer Data, Mobile Optimization Crucial for Greater Relevancy.”
The majority of marketers opt to send emails during the week, but marketers switching their send day to Saturday could see higher open rates and average order sizes.
Thursdays saw the highest volume of US email sends in January 2014, according to marketing analytics and competitive intelligence firm TrackMaven. Tuesdays and Wednesdays were equally busy, while both Saturday and Sunday saw the lightest volume.
But Q4 2013 data from Experian Marketing Services suggests that perhaps when faced with fewer emails, consumers may be more likely to engage and shop. The marketing services firm found Saturday had the highest open rates and average order sizes compared with all other days. Sunday had the highest click rate and revenue per email averages, but the lowest order amount.
Time of day …
