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.
Yesterday was the first day of ClickZ Live and Shift San Francisco, an event which attracted more then 500 attendees. It featured speakers from Accenture, ... read more
Automation is the number one area for email innovation and focus in 2016 according to this year’s Email Marketing Industry Census. However, ... read more
The web doesn’t have a traffic problem, but it has a conversion problem.
Do you ever get the feeling that you’re being ignored? That despite your best efforts to ensure every email you write is a) highly relevant; b) succinct; and c) blurb-free, your message still gets overlooked?