Tue, July 10, 2007
For an industry that does a ton of email marketing, we thought we would revisit what seems to be working and what's not in other email-heavy fields.
We came across some interesting analysis from MediaPost.com that we thought you may find interesting. The article covers what many of the major retailers are doing in terms of their email marketing strategy.
"Looking at general market statistics on open rates and click-throughs, it seems that retailers may be missing an opportunity on Wednesday. According to eROI's 'Email Marketing Statistics by Day and Time' study for the second quarter of 2007, which is due to be released within the next few days, the best days for opens are Wednesday, followed by Monday and Thursday, Tuesday and Friday, Sunday, and then Saturday. While 27% of email is opened on Wednesday, only 12% is opened on Saturday. Click-through rates follow a similar pattern, with 5% clickthroughs on Wednesdays and Thursdays, but only 2% clickthroughs on Saturday and Sunday."
"In prior studies we saw above-average open and click rates on the weekend," said eROI in the report. "However, recently weekends are not performing as they have in the past. This could be seasonal in nature as we typically see dips in performance as the weather gets nicer."
So, does this mean we avoid sending emails on the weekends during the spring and summer months but consider going back during the fall and winter? Hmmm.
On a side note, we came across this interesting article from the same author that shows the most popular days from this past year for retailers to send out emails. It's not surprising that December is the big month for retailers.
% of retailers sending email, day, proximity to holidays
53.1% - Dec. 26, 2006, Tuesday, the day after Christmas
49.0% - Dec. 11, 2006, Monday, 14 days before Christmas
45.9% - Dec. 15, 2006, Friday, 10 days before Christmas
44.9% - Dec. 18, 2006, Monday, 7 days before Christmas
43.7% - April 17, 2007, Tuesday, Tax Day
43.7% - Nov. 27, 2006, Monday, the Monday after Thanksgiving Day (Cyber Monday) and 28 days before Christmas
42.1% - Dec. 4, 2006, Monday, 21 days before Christmas
42.1% - Dec. 8, 2006, Friday, 17 days before Christmas
40.2% - April 24, 2007, Tuesday, 19 days before Mother's Day
40.0% - June 5, 2007, Tuesday, 12 days before Father's Day
39.6% - Dec. 1, 2006, Friday, 24 days before Christmas
39.4% - Feb. 20, 2007, Tuesday, the day after President's Day
39.2% - Nov. 14, 2006, Tuesday, 9 days before Thanksgiving Day
38.8% - Jan. 29, 2007, Monday, 16 days before Valentine's Day and 6 days before the Super Bowl
38.4% - June 11, 2007, Monday, 6 days before Father's Day
37.9% - Dec. 7, 2006, Thursday, 18 days before Christmas
37.8% - Dec. 14, 2006, Thursday, 11 days before Christmas
37.8% - Dec. 12, 2006, Tuesday, 13 days before Christmas
36.7% - March, 29, 2007, Thursday, 10 days before Easter
36.7% - Dec. 20, 2006, Wednesday, 5 days before Christmas
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