Reasons to consider weekends as primetime – Happy Labor Day!

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More than Half of U.S. Email Campaigns Launch Tuesday-Friday

According to a new eMarketer report (Email Benchmarks 2014: Richer Data, Mobile Optimization Crucial for Greater Relevancy) email open rates improved again this year, thanks to consumers’ 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.

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 U.S. 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.

Share of U.S.* Email Marketing Campaigns Sent

By Day of Week, January 2014

Day of Week Percentage/Share
Monday 16.2%
Tuesday 17.6%
Wednesday 17.6%
Thursday 18.8%
Friday 16.7%
Saturday 6.6%
Sunday 6.6%

* Primarily in the U.S.

Note: Numbers may not add up to 100 percent due to rounding.

SOURCE: TrackMaven, as cited in company blog, March 2014- per eMarketer

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.

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Time of day definitely plays a role in affecting key email marketing measures, but there is no one silver-bullet time for improving benchmarks across the board. In fact, findings suggest that oftentimes, key measures such as unique open rate and average order size are at odds.

Email Marketing Campaign Metrics in North America

By Day of Week, Q4 2013

(among emails sent by Experian Marketing Services clients. U = unique)

Day of Week U. open rate U. click rate Transaction rate Rev/Email Avg order
Monday 17.3% 2.5% 0.08% $0.11 $186
Tuesday 17.9% 2.5% 0.07% $0.10 $193
Wednesday 17.2% 2.2% 0.07% $0.09 $181
Thursday 17.3% 2.3% 0.07% $0.09 $184
Friday 16.9% 2.2% 0.07% $0.10 $187
Saturday 18.3% 2.5% 0.09% $0.12 $201
Sunday 17.5% 2.7% 0.09% $0.13 $174

SOURCE: Experian Marketing Services, “Q4 2013 Quarterly Email Benchmark Study,” March 4, 2014 – per eMarketer

Analysis of emails sent during Q4 2013 by Experian showed emails sent during the nighttime hours of 8 p.m.  to midnight 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 8 a.m. and 8 p.m. Interestingly, 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.

Email Marketing Campaign Metrics in North America

By Time of Day, Q4 2013

(among emails sent by Experian Marketing Services clients. U=unique)

Day of Week U. open rate U. click rate Transaction rate Rev/Email Avg order
Midnight-4 am 19.4% 3.4% 0.17% $0.20 $156
4 am – 8 am 16.8% 2.3% 0.10% $0.13 $168
8 am – 12 noon 17.2% 2.3% 0.07% $0.09 $192
Noon – 4 pm 18.7% 2.6% 0.10% $0.12 $184
4 pm – 8 pm 20.0% 2.7% 0.10% $0.13 $186
8 pm-midnight 22.7% 3.6% 0.22% $0.23 $162

SOURCE: Experian Marketing Services, “Q4 2013 Quarterly Email Benchmark Study,” March 4, 2014 – per eMarketer

 

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