Report: Q4 2015 Email Transaction Rates More Impacted by Time of Day Than Day of Week

When it comes to email marketing, many experts believe there are “ideal” days to send messages to customers. However, the “Q4 2015 Email Benchmark Report” from Experian has discovered that time of day may have more of an impact on email marketing transactions than day of week.

According to the data, the percentage of email transactions by day of week remained relatively steady throughout the week, hovering between 12.2 percent (Saturday) and 16.7 (Monday) across all days in the fourth quarter of 2015. However, time of day appeared to play a larger role in email transactions. The highest percentage of transactions (26.3 percent) was recorded between 8 a.m. and 11:59 a.m. in the fourth quarter.

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“Finding the best time-of-day and day-of-week for a particular brand requires understanding the type of mailing, the offer or message and the selected customer segment,” the researchers concluded. “It also requires systematic testing.”

Email Marketing with Customer Accessibility in Mind

The “Email Marketing Metrics Report” from MailerMailer indicated that Monday is the best day to launch an email marketing campaign.

Furthermore, data collected by TrackMaven shows that there may also be a “perfect” time to send emails. Although most marketing emails are sent between 11 a.m. and 12 p.m. on Thursdays, research found that the most effective time to send them is between 2 p.m. and 5 p.m. on Thursdays.

The information collected by TrackMaven also indicated that Thursday has an average open rate of approximately 11 percent.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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