Vitamin/Supplement Emails Hit Inboxes Early, While Political Organizations Prefer Evening Hours
No matter what time of day, retailers and publishers continued to dominate the emails received by Who’s Mailing What! in 2014. Political and social action fundraising offers cracked the Top 5 during later hours, while vitamin/supplement emails were sent more in the early morning hours.
Breaking the day into six-hour blocks, the majority of emails received by WMW! in 2014 were during the 6 a.m. to noon hours (51.9%). This makes sense, as the top overall hours to send mail in 2014 according to WMW! data were 8 a.m. to 9 a.m. and 10.a.m. to 11 a.m.
During the 6 a.m. to noon hours, consumer catalogs and retail traffic builders topped WMW!’s list with 73% of the emails from the Top 5 categories. Special interest magazines had 15%, followed by children/teen catalogs and social action fundraising emails, each with only 6% of the Top 5.
The noon to 6 p.m. hours made up 31.2% of all emails received. Consumer catalogs, special interest magazines and retail traffic builders combined for 74% of WMW! emails from the Top 5 categories during this time frame. Political emails accounted for 14% and social action fundraising offers 12% of the Top 5.
Consumer catalogs and retail traffic builders dropped to 56% of emails from the Top 5 categories during the 6 p.m. to midnight hours. However, political offers made up 21% of the Top 5 — 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% and 11% respectively of the Top 5.
The midnight to 6 a.m. hours also saw consumer catalogs, retail traffic builders and special interest magazines top WMW!’s list with 79% of the Top 5 categories. General newsletters emails had 13% and vitamins/supplements rounded out the Top 5 with 8%.
For more trends, best practices and effective emails 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. Reach her at firstname.lastname@example.org.