Separating B2B and B2C audiences helps determine the best day of delivery for e-mail marketing messages.
Senders of e-mail newsletters continue to ponder the best day to send out campaigns. The "Q2 2006 Email Statistics" report from eROI separates business and consumer e-mail to determine the best day and frequency.
Business-to-business (B2B) e-mail is best sent earlier in the week. B2B e-mail received on Monday or Tuesday gives readers the opportunity to address the message before the week's the business takes over. Thirty-three percent of survey respondents said they prefer to receive e-mail on Monday, and 36 percent on Tuesday. Preference for the remainder of the week declines sharply each day.
|Click on thumb nail to view full-size image|
Frequency is another issue marketers face when sending out e-newsletters. The widely accepted frequency of monthly for B2B messages remains with 35 percent of respondents stating their preference. However, 25 percent say they would like a weekly newsletter. Among consumers, monthly is the preference. Thirty-six percent said they want monthly e-mail; 21 percent would like e-mail every other week; and 17 percent like weekly e-mail.
It's possible for frequency or the messaging to push subscribers to unsubscribe. Sixty-five percent of subscribers said they unsubscribe when a newsletter is not relevant. Fifty-six percent unsubscribe to newsletters with too high a frequency. Thirteen percent actually unsubscribe when a newsletter becomes "too relevant."
Many subscribers feel watched when they receive a marketing e-mail based on a recently viewed item or other information gleaned from user behavior. The report suggests taking a step back. "Instead of sending an e-mail about the new blue jeans they just looked at, for example, try a blanket offer on jeans (or pants). It is a fine line, but it opens up the opportunity for cross-selling while at the same time remaining relevant," the report states. The report also stresses the KISS, or, Keep it Simple Stupid, methodology with newsletters.
The findings are based on a survey of over 300 respondents.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT