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L’Atelier – Email marketing effectiveness depends on the time of the day

L’Atelier – Email marketing effectiveness depends on the time of the day

Email marketing effectiveness depends on the time of the day

By: L’Atelier’s

Email has remained in marketer favor due to its nearly universal accessibility and economical cost. But making simple changes to a campaign’s timing can greatly increase open ratios and click-through rates.

While many factors can affect open and engagement rates for email marketing campaigns, timing is a significant one. GetResponse researched US accounts from the first quarter of 2012 to determine how the time of day can have a critical impact on how many recipients actually read or interact with an email. There are two main influences on email campaign effectiveness that were defined in this study: the time that has elapsed between when the email is sent and when a recipient checks their email, and the hour of the day. An optimized campaign must keep these two elements in mind, as well as incorporating tools to send messages at different times by subscribers in different time zones.

Timing includes email checking times and email traffic patterns

Morning messages are the most popular – 38.7 percent of emails are sent between 6am and noon. The afternoon gets 25.8 percent of emails, and the evening gets 29.6 percent. A small amount (5.9 percent) are sent between midnight and 6am. Because so many emails are received in the morning, messages sent at other times of the day, particularly in the afternoon, have more of a chance of “being noticed, opened and clicked.” Morning open ratios and click through rates are weaker than afternoon and night rates, with top CTR at 8am, 9am, 3pm and 8pm, while top open hours are 8am, 9am, 3pm and 4pm.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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