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|
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.
With Halloween, the US presidential election and Thanksgiving in the rear-view mirror, we're now headlong into the all-holiday-all-the-time stream. And, we all know what's coming.
It probably won't come as a surprise that 2016's Cyber Monday has earned the distinction of being the biggest online sales day in US history.
Black Friday is here, but just how important is the day that has historically been the most watched of the holiday shopping season?
Here's what will happen with email in 2017: nothing is going to change until we as marketers change how we think about email.