Best Times to Email Customers
Weekends are missed opportunities for email marketers, reveals research announced on St. Patrick’s Day by Experian Marketing Services.
“When Should I Send?” has, of course, the frustrating caveat that marketers need to look at their analytics and determine their own best send times. That’s because email marketers following benchmark guidelines then tend to ruin things for everyone by flooding inboxes during the best times the research finds for sends, according to the study.
The Experian Marketing Services research further explains that during Q4 2015:
• Send on Weekends and Mondays, because transaction percentages outpace email volume. That means marketing can stand out in the inbox.
• Send During Early Morning, because transactions surpass email volume then, too. Specifically, between midnight and 4 a.m. is the greatest gap benefitting email marketers. Between 4 and 8 a.m. and from 8 p.m. to midnight more customers are buying than marketers are marketing. However, the least advantageous times for marketers are during the 8 a.m. to noon window.
• Don’t Batch-and-Blast, Do Send Trigger-Based Messages. Abandoned cart or behavior-based email responses work, the research says. Try to pick the best times for individual customers.
Do you test to find your best send times? Do they match these benchmarks?
Please respond in the comments section below.
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