After an analysis of more than 1.1 billion emails sent throughout 2014, statistics show that timing is still critical when it comes to email marketing performance. In the October 2015 edition of the “Email Marketing Metrics Report” from MailerMailer, research indicated that Monday is the best day to launch an email campaign.
In the first half of 2014, Monday had a 12.6 percent open rate. This increased to 13.6 percent in the second half of the year. Saturday and Sunday had the lowest open rates in the first half with 11 percent and 10 percent, respectively. They each increased by approximately one percent in the second portion of 2014.
“These results match those in last year’s report, further demonstrating that recipients view and read their email most actively at the start of the work week,” wrote the authors of the report.
However, click rates per day differed throughout the year. Statistics exhibited more favorable results for the weekend. Sunday had the highest click rate per day in the second half of 2014 with an average of 1.9 percent. During the first half of the year, Friday had the largest click rate per day at 1.8 percent.
TIME OF DAY’S IMPACT ON EMAIL CAMPAIGN EFFECTIVENESS
Research from TrackMaven published in early 2015 found that the majority of marketing emails are sent between 11 a.m. and 12 p.m. on Thursdays. However, the most effective time to send them is between 2 p.m. and 5 p.m. on Thursdays.
This data showed changes in email habits between 2014 and 2015. According to MailerMailer, the highest email open rate (26.8 percent) was between 12 a.m. and 2 a.m. in the first half of 2014.
Thursday had an average open rate of 11 percent and 12.1 percent, respectively, for the first and second halves of 2014.