One of the factors that affect email open rates is the time of sending. The chances of it being opened when it appears in the subscriber’s inbox depend a lot on that factor ( 23.63% of emails are opened within the first hour of receipt, reports GetResponse) and marketers work hard to make progress and increase the open rate. However, there are many factors that can affect the results so it is advisable not to stop testing to improve email marketing.
According to the 2017 email marketing Benchmark Report from Sign-up.to, the Click Through Rate and Open Rate have experienced a significant increase, the first from 3.42% to 4.19% and the second from 10.88% to 11.88%. In our case we consider normal rates between 20% and 35% but for intrusive email marketing it drops a lot, since we do not have the user’s direct permission to send them our emails, hence such bad rates.
Mailchimp has compiled statistics on your users by industry in a report so you can compare your open rates with similar users. These are some of the results you can see in the study.
Email marketing is more alive than ever and these are some of the reasons that motivate us to perfect this tool for attracting and building loyalty. Not only by taking advantage of personalization and improving the effectiveness and presentation of messages, but also by calculating the optimal time of day to send our campaigns and capture the subscriber’s attention.
In addition, according to a study conducted by The Radicati Group, the number of email accounts is expected to increase by 3%, reaching 2.7 billion users.
The habits of digital content consumption are changing due to the popularity of smartphones, tablets, etc. that we carry with us all day and that have transformed the user, accustoming him to the continuous availability of information.
The rise of smartphones offers significant customer relationship opportunities. According to Apple, its users unlock their iPhones an average of 80 times a day.
More and more people check their email daily via mobile, which increases the margin of optimal days to get a good open rate on sent campaigns.
Tips to know when to send your e-mail marketing campaigns
1. Avoiding the night time slot
It is not convenient to send emails from 12:00 am to 6:00 am because it is a period of rest, people are usually sleeping. The most frequent time to send emails is from 6 am to 12 am.
2. Differentiate between open rate and click-through rate.
So far the time of day when the highest open rates are generated is between 8 and 9 am and 3 to 4 pm, while the best click-through rates occur between 8 and 9 am and 3 to 8 pm.
Studies conducted in recent years show that:
3. The best days to send emails are Tuesday to Thursday.
During the middle days of the week, emails tend to be more effective and have a higher open rate. Fridays, although they do not get many openings, conversion rates are high and it can be a good time to capture undecideds by sending offers, for example.
4. The worst days are Monday and the weekend (reading emails is considerably reduced).
Mondays because they are the beginning of the week and all the unconsulted mails are gathered together with those of the weekend. This day is usually dedicated to planning. Saturdays and Sundays simply because they tend to be a period of disconnection from the daily routine and many people do not access the mail. However, we are beginning to detect an increase in the number of users who dedicate Sundays to check their emails and clean the inbox. It is best to test different times and compare campaign performance.
5. Shipping days and times also vary by industry.
Depending on the industry, the timing of sending, day and time, tends to vary. Tuesdays are a good performance day for B2B companies or the tourism sector, while Thursdays work best for the banking, insurance and retail sector. Fridays, on the other hand, are more favorable for a leisure company.
Some e-mail service managers are a great help in calculating the ideal time.
Mailchimp is a fairly intuitive tool through which you can manage distribution lists and emailing campaigns in a completely professional way. It gives us several tools to better choose the time of sending:
- Automatic optimization
Suggests the time when you think we would have better opening rate. It will calculate the ideal time to send emails based on information it has about our subscribers both from our database and third party databases. It is only possible to use Send Time Optimization if there are more than five hours left in the day in the time zone set for the account. There is a charge for this function.
- Send timing A/B test
You can run an A/B test campaign to determine when your subscribers are most likely to interact with your campaigns by testing different delivery dates and times for different groups of people on your list. - Timewarp What happens when you have subscribers with different time zones?
If your subscribers live in different locations around the world, Mailchimp schedules campaigns according to each subscriber’s time zone so that everyone is reached at the indicated time within their time zone. You won’t have to send multiple versions of a campaign to reach everyone on time. There is a charge for this function.
