Avoid the Trash Can: When to Send Emails

From eMarketer:

The majority of marketers opt to send emails during the week, but marketers switching their send day to Saturday could see higher open rates and average order sizes.

170467Thursdays saw the highest volume of US email sends in January 2014, according to marketing analytics and competitive intelligence firm TrackMaven. Tuesdays and Wednesdays were equally busy, while both Saturday and Sunday saw the lightest volume.

But Q4 2013 data from Experian Marketing Services suggests that perhaps when faced with fewer emails, consumers may be more likely to engage and shop. The marketing services firm found Saturday had the highest open rates and average order sizes compared with all other days. Sunday had the highest click rate and revenue per email averages, but the lowest order amount.

Makes sense, and I have noticed an uptick in the number of B2C emails I get on Saturday mornings. In a sense, it’s all about removing as many distractions as possible when engaging with your audience. That said, there are no hard and fast rules. Savvy brands will want to test to determine the best time to send emails for their business.