Sunday-night anxiety. It's that nervous feeling that creeps up on you when you can picture all the work piled up on your desk for Monday morning. Fortunately or not, depending on how you look at it, people seem to be channeling that anxiety into action by using Sundays to check their e-mail before the official start to the work week.
The newest e-mail metrics report from MailerMailer confirms this new trend: e-mails sent on Sundays garner the highest open rates.
From looking in my own inbox, I can only guess that the higher Sunday open rates are due to the lower overall e-mail volume. Typically, I don't get a lot of work-related e-mail on Sundays (yet!). If I were to check my e-mail on Sundays, which I try to refrain from doing, I would probably have more time to do online shopping.
Capitalizing on this new trend could be a real boon to anyone trying to sell online in this tough economic environment. But you may have to rethink your internal processes to meet this new schedule.
Not ready to cross into the new frontier of Sunday e-mail broadcasts? Monday is the next best day to send an e-mail, with open rates declining the rest of the week. Seems like another case where the "early bird gets the worm."
The report reveals other interesting trends as well:
The best news for e-mail marketers is that click rates are holding steady and open rates are experiencing only a marginal decline after tanking last year. So while you may want to rethink your e-mail schedules, there's no need to cut your e-mail marketing.
An October report by the Direct Marketing Association revealed that e-mail's ROI (define) was $45.06 for every $1 spent, as opposed to a non-e-mail Internet marketing ROI of $19.94. E-mail provided more than double the effectiveness of other online marketing methods.
So if budgets are tight, go ahead and pare down your banner advertising or delay your Web site makeover. But keep your e-mail efforts going full steam ahead.
How is the economy changing your B2B e-mail marketing? Tell Karen.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
December 12, 2013
1:00pm ET / 10:00am PT