In a February post we looked at basic rules for how to improve the performance of email campaigns. This week eMarketer.com has posted a great article - Avoid the Trash Can: When to Send Emails.
As marketers move away from "spray and pray" tactics, click through rates are showing improvements. On a side note, recently a colleague shared with me that 90% of the emails sent today are spam. It is my intention to focus on tactics for improving the remaining 10% of emails.
And the first rule of email marketing remains - only send emails to individuals who have given you permission to do so.
Some of the highlights from eMarketer:
- 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...
- But Q4 2013 data from Experian Marketing Services found Saturday had the highest open rates and average order sizes compared with all other days.
The more telling data however is consumer behavior. When do consumers react to emails?
- Analysis of emails sent during Q4 2013 by Experian Marketing Services showed emails sent during the nighttime hours of 8pm to 12am saw the highest unique open rates, click rates, transaction rates and revenue per email. However, buyers interacting with email sent during this window were less likely to spend...
- The average order size was $162, vs. $180-plus for emails sent between the hours of 8am and 8pm.
- Emails sent during that 12-hour block saw lower unique open rates, unique click rates and transaction rates, suggesting marketers might have to consider a tradeoff between these measures and average order size.
"The very best marketing comes from observing consumer behavior and inserting your message into their behavior." If I am running an eccomerce site, I am going to observe consumer behavior and be inclined to send emails when they are more receptive to buying.
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