Consumers Not Opening Emails During Lunch Hour
New research from Brighton, England-based email marketing solutions provider Pure360 reveals myriad day parts that are better or worse to send out emails. Perhaps the biggest lesson to be learned amongst the findings is don't try to email consumers with their mouths full, as the number of marketing emails they'll open drops during lunch hours.
Only 9 percent of emails received were opened between noon and 2 p.m., and 62 percent of these messages were news or magazine alerts rather than promotions on goods or services, according to the research, which is based on an analysis of more than 660,000 emails sent by 34 companies.
On the other hand, recipients were very receptive to sales promotions, such as discounts on clothes, gadgets and events, between 9 a.m. and 10 a.m. Offers relating to dining and going out were also more likely to be opened in this period.
Overall, 27 percent of all restaurant promotions and 19 percent of promotions about live events, such as concerts and sporting events, were opened at the beginning of the workday.
In the "post-lunch slump" period, however — between 3 p.m. and 5 p.m. — people become more responsive to marketing emails that offer potential "life changes," according to the research.
After lunch, consumers were more open to "bigger picture" promotions, the survey revealed, such as those that involve helping them with their finances, finding new jobs or looking for new properties.
Pure360 has identified patterns in consumers' responses to different email marketing promotions throughout the day. They include the following:
1. "The Abyss" (10 p.m. to 9 a.m.)
Ineffective time to send email promotions.
2. "Consumer AM" (9 a.m. to 10 a.m.)
Beginning of the workday, with consumers opening offers on clothes, live events, restaurants and consumer goods.
3. "Do Not Disturb" (10 a.m. to noon)
Consumers don't open marketing emails.
4. "The Lunchtime News" (Noon to 2 p.m.)
Consumers are unlikely to open marketing emails during this period, opting instead to read news and magazine alerts.
5. "In The Zone" (2 p.m. to 3 p.m.)
Consumers only respond to email offers relating to financial services during this period.
6. "A Life-Changing Afternoon" (3 p.m. to 5 p.m.)
More emails related to property and financial services are opened between these hours than any other type of promotion.
7. "Working Late" (5 p.m. to 7 p.m.)
Holiday and B-to-B email promotions are more likely to be opened in these two hours.
8. "Last Orders" (7 p.m. to 10 p.m.)
Consumer promotions focused on clothes, sports and gyms are more likely to be opened during this period.