Political and Social Action Organizations Prefer Later Hours for Email Campaigns
No matter what time of day, retailers and publishers continued to dominate the emails received by Who’s Mailing What! (WMW!) in 2014. Meanwhile, political and social action fundraising offers cracked the top five during later hours, while vitamin/supplement emails were sent more in the early morning. (Click on the chart in the media box to the right for a full breakdown.)
Breaking the day into six-hour blocks, the majority of emails received by WMW! were during the 6 a.m. to noon hours (51.9 percent). This makes sense as the top overall hours to send email in 2014, according to WMW! data, were 8 a.m. to 9 a.m. and 10 a.m. to 11 a.m. The noon to 6 p.m. hours followed at 31.2 percent, then midnight to 6 a.m. (8.8 percent) and finally 6 p.m. to midnight (8.1 percent).
During the 6 a.m. to noon hours, consumer catalogs and retail traffic builders topped WMW!’s list with 73 percent of the emails from the top five categories. Special interest magazines had 15 percent, followed by children/teen catalogs and social action fundraising emails, each with only 6 percent of the top five.
For the noon to 6 p.m. hours, consumer catalogs, special interest magazines and retail traffic builders combined for 74 percent of WMW! emails from the top five categories. Political emails accounted for 14 percent and social action fundraising offers 12 percent of the top five.
During the 6 p.m. to midnight hours, consumer catalogs and retail traffic builders dropped to 56 percent of emails from the top five. Interestingly, political offers comprised 21 percent of the top five during these hours — many of these were found in WMW! to be last-minute donation appeals before the stroke of midnight. General newsletters and social action fundraising offers were 12 percent and 11 percent, respectively.
The midnight to 6 a.m. hours also saw consumer catalogs, retail traffic builders and special interest magazines top WMW!’s list with 79 percent of the top five categories. General newsletter emails came in at 13 percent, and vitamins/supplements rounded out the top five with 8 percent.
For more trends, best practices and examples of effective email campaigns look for the Email Marketing 2015 report by Direct Marketing IQ in April at store.directmarketingiq.com. To request a free Who's Mailing What! demo, go to www.whosmailingwhat.com/demo.
Cheryl Cagle is database/affiliates director for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Cheryl can be reached at firstname.lastname@example.org.