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The Science of Social Timing Part 2: Timing & Email Marketing

THE SCIENCE of SOCIAL TIMING PART 2 Timing & Email Marketing Are certain times better than others for sending your email campaigns? In the second part of this series we're going to investigate how timing can impact your email marketing. Data suggests that there are distinct windows in which to send emails if you want to achieve the highest open rate and maximize your readership. Data courtesy of Dan Zarrella (@danzarrella) and Pure360 (@pure360). Note: the data is presented in Eastern Time (EST) unless otherwise noted. BEST KIND OF PROMOTION BY TIME OF DAY 7PM-1OPM: IOPM-GAM: GAM-10AM: Last Orders The Dead Zone The Consumer AM (times are relative to time zone) A large fraction of emails sent during the dead zone are ineffective. Recipients are more likely to respond to consumer promotions when they get off of work and are relaxing on their own time. 23% of emails The second most prevalent opening time is at the beginning of the working day, with consumers allowing themselves to be distracted by offers on clothes, live events, restaurants and consumer goods. Midnight classified as "consumer promotions" were opened this period. Offers on clothing, special interests such as sports 9PM 3AM and gym promotions performed extremely well in this period. 6PM 6AM IOAM-NOON: Do Not Disturb Consumers are not 3PM opening marketing emails, choosing instead to focus on work. 9AM 5PM-7PM: "Working Late" Noon There is a dramatic rise in NOON-2PM: recipients opening holiday promotions during this periou The Lunchtime News 2PM-ЗРМ: | (17.9% of all emails classified as "holiday promotions" were opened n these two hours). Counter-intuitively, this is also the timeframe when I 3PM-5PM: In The Zone A Life-changing Afternoon Job-related apathy sets in and consumers start thinking about their personal situation. As a result, more emails relating to property and financial services are opened between 3pm and 5pm than any other type of promotion. In the immediate post- lunch period consumers remain focused on work, responding mostly to email offers relating to financial services. Counter-intuitively, consumers are also unlikely to open marketing emails during their lunch, choosing instead to spend time on news and magazine alerts. recipients are most likely to open B2B promotions (26.4%). Α ΚΕΥ ΤΑΚEAWAYS Statistically, open and click rates are highest (on average) in the early morning hours. But is early morning the best time to send emails? As a general rule, yes, but in a study by Pure360 (from which the data above was taken) it appears that some kinds of promotions are better sent at certain times of the day more than others. Another thing worth mentioning is that the timing in the chart above is relative to the time zone you're targeting-i.e. the best time to send certain kinds of promotions may be different depending on the time zone your recipient lives in. If you're targeting multiple time zones, it may be best to segment your list by time zone, and send out your campaign based on when the best time is for each respective segment. ABUSE REPORTS BY DAY KEY TAKEAWAY 0.11% V ABUSE REPORTS ARE 0.14% HIGHEST DURING THE WEEKEND 0.07% 0.00% Sunday Wednesday Saturday ABUSE REPORTS BY HOUR < KEY TAKEAWAY V ABUSE REPORTS ARE HIGHEST IN THE 0.16% - 0.15% EARLY MORNING 0.08% 0.00% 12AM 6AM 12PM 6PM 11PM BOUNCE RATES BY DAY KEY TAKEAWAY -0.11% V BOUNCE RATES ARE 0.14% HIGHEST DURING THE WEEKEND 0.07% 0.00% Sunday Wednesday Saturday BOUNCE RATES BY HOUR < KEY TAKEAWAY V BOUNCE RATES ARE HIGHEST IN THE - 60% 2% EARLY MORNING 1% 12AM 6AM 12PM 6PM 11PM OPEN RATES BY DAY ( KEY TAKEAWAY 44% V OPEN RATES ARE HIGHEST DURING THE 45% WEEKEND 23% 0% Sunday Wednesday Saturday OPEN RATES BY HOUR < KEY TAKEAWAY - 53% V OPEN RATES ARE HIGHEST IN THE 60% EARLY MORNING 30% 12AM 6AM 12PM 6PM 11PM CLICK RATES BY DAY KEY TAKEAWAY 10% Y CLICK RATES ARE HIGHEST DURING THE 10% WEEKEND 5% 0% Sunday Wednesday Saturday CLICK RATES BY HOUR KEY TAKEAWAY -10% V CLICK RATES ARE HIGHEST IN THE 12% EARLY MORNING 6% 0% 12AM 6AM 12PM бРM 11PM EFFECT OF SENDING FREQUENCY ON CTR KEY TAKEAWAY V BEST SENDING FREQUENCY 7% - 5.5% |-4. EMAILS PER MONTH 3-5% The vertical coordinate represents the CTR (click through rate). The horizontal coordinate represents the email sending frequency. According to the data, the CTR is highest when emails are sent less than 4 times per month. However, the CTR remains fairly constant for email sending frequencies greater than 4 times a month. Try experimenting with a higher sending frequency and see how it affects your CTR. 0% 16 24 31 EFFECT OF SENDING FREQUENCY ON UNSUB RATE KEY TAKEAWAY - 0.7% Y UNSUB RATE IS HIGHEST WHEN SENDING 0.8% |-4. EMAILS PER MONTH 0.4% The vertical coordinate represents the unsubscription rate. The horizontal coordinate represents the email sending frequency. According to the data, the CTR is highest when emails are sent less than 4 times per month. However, the unsubscription rate remains fairly constant for email sending frequencies greater than 4 times a month. Try experimenting with a higher sending frequency and see what works best for you. 0% 16 24 31 EFFECT OF SUBSCRIBER RECENCY ON UNSUB RATE <ΚΕΥΤΑΚEAWAY - 10% V HIGHEST UNSUB RATE 12% <10 DAYS 6% The vertical coordinate represents the unsubscription rate. The horizontal coordinate represents the number of days since the user initially subscribed. According to the data, the highest unsubscription rate occurs among those who have been subscribers for less than 10 days. 0% 64 96 128 EFFECT OF SUBSCRIBER RECENCY ON CTR KEY TAKEAWAY 5.5% Y HIGHEST CTR 6% mmnt <10 DAYS 3% The vertical coordinate represents the CTR. The horizontal coordinate represents the number of days since the user initially subscribed. According to the data, the highest CTR occurs among those who have been subscribers for less than 10 days. There's also a spike in the CTR for users who've been subscribers for 116 days. 32 64 96 128 DATA COURTESY OF AKISSmetrics @danzarrella, @pure360 PEOPLE PAY YOU. NOT PAGEVIEWS. KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Learn more at kissmetrics.com

The Science of Social Timing Part 2: Timing & Email Marketing

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Are certain times better than others for sending your email campaigns? In the second part of this series we’re going to investigate how timing can impact your email marketing. Data suggests that the...

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