New Email Study Reveals Solid Insights

Posted by LinkedSelling in Uncategorized

Experian recently released a study that all marketers and businesses should take note of.

It's the Q4 2012 Quarterly Email Benchmark Study from Experian.

Here's what jumped out at me.

The ‘best’ time and day to mail varies by industry, however, across all brands and industries:

  • Emails deployed on Saturdays and Sundays had the highest open, unique clicks, transaction rates and revenue per email, yet had the lowest volume deployed compared to other days of the week.
  • For weekdays, Monday had the highest revenue per mail, but Friday had the higher click rate.
  • Deploying emails between 8:00 PM and 11:59 PM and midnight to 4:00 AM proved to have the highest response rates in all areas, yet also had the lowest percent of email volume.

Click here for the full report.

The report points out clearly that individual brands have to assess for themselves what is optimal.  But these generalized facts are worth noting.

Our inboxes are overloaded during weekdays.  On weekends, things are far more calm.

When I receive an email on Saturday or Sunday…it has a far greater chance of standing out. Simply because there isn't as much competition.

What's the takeaway?  

Try different things and don't be set in your ways.  If you're used to sending out emails every  Friday, why not push one out on Saturday and see what happens?

If you're always scheduling emails to hit people first thing in the morning…why not try out a mid-evening email?

What say you?  What kind of trends have you seen with your email marketing?  I'd love to hear from you in the comments!

  • Nice article. As a new agent instructors said post between 9:30 & 10:30 and between 3 & 4 pm to catch people during their lunch break & after work.

    • Good stuff Chris. Consider throwing in some weekend activity, and see if you can catch people when their inbox isn’t being bombarded.