What Are The Best Times And Devices For Email Marketing?
Written by Rob Lane.
So what are the best times to pitch your product via email, and which type of device will net the best reception from your target audience? Much of this depends on the product you’re offering and the preferences of your particular market; however, there are some general patterns and interesting opportunities emerging in the last few years that should be taken into consideration. Ultimately though, knowing your audience, and testing your campaigns based on their preferences, will produce the best results.
2. Mobile Is On The Rise
It’s no secret that mobile technology is mushrooming across all areas of modern life, including how and when we view our email.
A recent study by Litmus found that 48% of all emails are viewed on a mobile device, and this percentage is on the rise… [another study by Harland Clarke] also found that the email open rates depended on the device the recipient is using.
They found that tablet users, for example, were more likely to open emails outside of business hours (from 5pm to 8am), while desktop users were more likely to open during business hours. Tablet users were the most active from 8 to 9pm, while desktop users and smartphone users were most active between 3 and 4pm.
3. New Timing Opportunities Are Emerging
In a sense, we now have more freedom to access the digital world when and how we want, but there are also more items competing for our attention online, forcing us to compartmentalize what we are doing at different times and on different days:
“While most people check their emails in the morning [on weekdays], they’re usually trying to start their day on a productive note. This means anything unnecessary will likely be trashed or archived without being read.”
These changing patterns and pressures on our time are creating new opportunities that have not been previously considered, such as sending out email campaigns after hours or on weekends. In it’s Q4 2012 Quarterly Benchmark Study, Experian Marketing Services looked at client email marketing programs over the previous two years and found that across all brands and industries:
- Emails deployed on Saturdays and Sundays had the highest open, unique clicks, transaction rates and revenue per email, yet had the lowest volume deployed compared to other days of the week.
- For weekdays, Monday had the highest revenue per mail, but Friday had the higher click rate.
- Deploying emails between 8:00 PM and 11:59 PM and midnight to 4:00 AM proved to have the highest response rates in all areas, yet also had the lowest percent of email volume.
4. Be Responsive: Hybrid Viewership Is Down
Another interesting and related trend is that once we’ve read an email, regardless of the device, we are less likely to read it again on another device:
“Hybrid viewership—recipients viewing the same email on desktop and mobile—dropped 12% quarter over quarter, with only 7.5% of all consumers in 1Q14 opening marketing emails on both mobile and desktop devices.”
This same study, by yesmail, has clear implications that marketers should make greater use of responsively designed email campaigns that are both mobile and desktop friendly:
Emails using mobile-friendly responsive design had a 21% higher click-to-open rate (CTO) in 1Q14 compared with non-responsive ones… [and yet] 75% of all marketers did not send responsive emails most of the time in 1Q14, despite their effectiveness.
5. For Best Results, Know Your Audience
These figures present some interesting, out-of-the-box thinking, but the only way to really know what works for your industry and your particular niche is through market testing; for example, “A popular way to find the best time to send is with an AB Test, where you send the same email to two different groups of contacts at different times and then compare your results.”
Testing email delivery times can be done by segment, or even at the individual level. Online retailer eBags, which prides itself in being the “world’s most loved and trusted online destination for bags and all things travel,” hypothesized that it could make product effective pitches that corresponded to the times users signed up. The results of this experiment, noted by Econsultancy, were impressive:
- Click-through rates increased by 20%.
- Conversion rates increased by 65%.
- Average value per order increased by 45%
- Overall average revenue per recipient increased by 187%
Knowing the engagement patterns of your target audience, coupled with an awareness of emerging trends in email marketing and a willingness to test out your theories, will set the stage for you to make the perfect pitch, at the right time and on the best device(s) to suit your market.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
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