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Monday, August 14, 2006

Cornucopia of Email Metrics (Part 2)

If I could have a nickel for every time someone asked me which day of the week if the best to send email campaigns....My answer is below but it could change every month to reflect the results from studies that pop up. Of course, they change partially due to marketers shifting their campaigns to ride the successes indicated on these reports.

For Q2, Email open and click-through rates were higher on Saturdays than any other day of the week, according to a new report by online marketing firm eROI.

Saturdays saw email open rates of 38.3 percent, and click-throughs of 5.4 percent. Open rates also were high on Sundays, at 37.1 percent, while click-throughs reached 5.2 percent for three days--Sunday, Monday, and Thursday. Fridays performed the worst for both open-rates (32.7 percent) and click-throughs (4.4 percent).

eROI also examined recipients about their email habits and preferences.

Most recipients of B2B email--79 percent--said they subscribed using their business address.

57 percent said they subscribed using personal email addresses, while 24 percent subscribed using an address created for email lists and 19 percent subscribed using their business addresses.

Monday (33 percent) and Tuesday (36 percent) were the most popular days for when they wanted to receive B2B email.

For personal email, the most popular day was Friday (31 percent), followed by Wednesday (26 percent).

Truth be told, these studies are fun to read but remember what works best for you may be completely different than these aggregate studies. Test and try out different days and times of the week - don't bet the farm on these studies, especially since they change so often.

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