Home  › Email › Email Marketing

Clarity on Best Day to E-Mail

  |  August 16, 2006   |  Comments

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.

Preferred Sending Day for B2B and B2C Marketing E-Mail
Click on thumb nail to view full-size image
The best day to send business-to-consumer (B2C) e-mail isn't as easily determined. Preferences peak for receipt on Wednesdays (26 percent) and Fridays (31 percent). Previous reports from eROI suggested Friday to be the best day for sending e-mail. The Wednesday delivery allows consumers to plan their weekends and drives them to shopping experiences. E-mail received on Fridays leads into the weekend and hits consumers when the weekend is top of mind. The low points for receiving B2C e-mail occur on Saturdays and Sundays.

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.

ClickZ Live New York 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!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

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

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.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...