Email Campaign Archive Report: 17,000 Emails Received in October
According to the Email Campaign Archive, a database of more than 400,000 archived email promotions, just over 17,000 emails, or 549 emails per day, were received in October 2010, an increase of 13.6 percent over last October. The database is powered by the Who's Mailing What! Archive, a Target Marketing Group (TMG) product. (All About eMail is published by TMG).
Other items of note about October email promotions archived include the following:
1. Word count in email messages is on the rise. In October, average word count was 428. The last time it was at this level was the first quarter of 2009, when the average word count was 429. From January 2009 through September 2010, the average word count trended downward into the mid-390s. Last month, however, it spiked up nearly 10 percent.
2. Friday was the most popular day for email delivery in October. This October's results compared to October 2009 reveals that the delivery day of the week is spreading out from the typically dominant Monday through Thursday delivery time frame.
While Monday through Thursday remained email's highest volume days, for the first time, Friday represented the day with the highest email delivery, with 19.5 percent of emails sent. Thursday saw the largest decrease in email delivery, with 18.5 percent of email volume versus 22.4 percent in October 2009. Weekends saw significant increases in email delivery, although as a share of emails delivered these days still represent a relatively small 7 percent of share on each weekend day.
3. Morning is the most popular time for email delivery. Eight a.m. to noon remained the most popular time for email delivery in October. In fact, this time frame also saw the most significant growth when comparing October 2010 to October 2009. One-third of all email was sent during this four-hour window of time. Delivery later in the day — after 8 p.m. — dropped the most.
4. The exclamation point is more popular in subject lines! In October 2009, 27.6 percent of emails used an exclamation point. In October 2010, that percentage jumped to 31.5 percent. The top 10 most used words and symbols from last year continue to grow, as it’s become apparent that a significant portion of email is about last-minute deals, discounts and saving money. Top words include “off,” “you,” “new,” “free,” “save” and “shipping.”
Gary Hennerberg is a consultant and copywriter, who analyzes email data from the EmailCampaignArchive.com. Gary also contributed two chapters to All About eMail Creative. Gary can be reached at Hennerberg.com.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.