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Over
the last couple of months we have looked at which day or hour
is best for sending your email marketing campaigns. Up until
now we have looked at overall benchmarks but we also thought
it would be interesting to look at how the results vary by
sector.
B2B
The
graph shows that Wednesday is the best day for both people
opening the email and clicking on links. What it is about
Wednesday we don’t know – perhaps it is easier
to say what is wrong with other days.
Early
in the week your subscribers are generally going to be in
delete mode when they arrive back in the office from the weekend
as they are too busy with other tasks – this is backed
up by the low click-thru rate. And by the end of the week
click-thru rates are up as people wind down for the week and
an email focussing on case study material, best practice articles
and other useful insights is perhaps more likely to get some
attention.
The
other hypothesis is Wednesday is the day that people who send
just one campaign a week use. Those that send more than this
are sending too frequently and generally spread their emails
out across the week with Wednesday being the day off. The
open and click-thru rates when you send too often will always
be lower and this could be the reason for dragging down the
results on other days.
Media
& Publishing
The
results for this sector are fairly similar to the B2B sector
so we can read into the stats in the same way. As these types
of emails are generally rich in high quality content the theory
that late in the week works well for these types of emails
holds up looking at the open and click-thru rates.
Retail
& E-Commerce
Not
surprisingly the later on in the week email campaigns are
sent the better the click-thru rate. Sending to consumer accounts
is completely different to corporates in terms of when they
spend time accessing the email. As weekends are popular times
for this it makes sense that Friday is a good day, particulary
as a key activity conducted at weekends is shopping with more
and more being done online.
Travel
& Tourism
The results for this sector show no consistent trends. Tuesday
generates a good click-thru rate while Wednesday is best for
opens. However the differences are marginal and not consistent
which suggests training is not too important for this sector.
Other
Sectors
Other sectors have variable amounts of data available and
therefore we feel the sample sizes are not large enough to
make accurate predictions.
Next
month we finish the research by looking at the best hour to
send an email for each sector.
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