If you are a regular reader of the Breakthrough Digital Marketing Blog, you’ll no doubt know that I am a BIG believer and user of email marketing. (BTW, if this is your first time here or if you are not a regular reader of this blog, welcome and I invite you to subscribe for free and stay up to date on all the latest trends and new technologies on digital marketing.)
Getting deeper into the topic of email marketing best practices, one of the most common questions I receive from subscribers to this blog and the many clients I work with is “When should I send my email marketing campaigns?”
Now, mass email service provider Get Response has published the valuable Infographic you see on the left (Click the image to see it full size.) The data presented is based on the results of a study conducted on 21 million messages sent from US accounts in the 1st quarter of 2012.
In the study, the objective was to determine top open and click-through times. They also analyzed the recipients’ top engagement times to find out the best sending times.
Four key highlights revealed from this study:
1. Emails have the best results within the 1st hour after delivery. This is when 23.63% of all emails are opened. But 24 hours after delivery, the average open rate is close to zero.
2. Almost 40% of all messages are sent between 6 a.m. and noon. This can result in inbox clutter, and significantly decrease results for these emails.
3. Messages sent in the morning and early afternoon have a better chance of being noticed and consequently achieve better results: up to 10.61% open ratio and up to 2.38% CTR.
4. Subscribers’ top engagement times are 8 a.m. – 10 a.m. and 3 p.m.- 4 p.m. with up to 6.8% average open rates and CTR.
Take a look at the graphic and see how you may be able to apply these insights to your own marketing efforts. Also, remember that if you are sending a campaign to a worldwide audience, the first hour of the mailing will be different depending on the location of the person receiving the email so you may expect to see differences in the performance of the mailing across geographic zones.
Are you currently using email marketing in your online marketing efforts? If so, do you currently schedule your emails to achieve maximum performance of each email blast?
Let me know in the comments section below.
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