Still standing as one of the main reasons people use the web today, be it either on mobile devices or desktop computers, is email. People are receiving far more emails these days than ever before, and they spend all day sifting through them to weed out the most important ones. Usually, these more important emails come as those pertaining to work or emails from friends and family. Therefore, it is safe to theorize that many people do not have enough time during the work day to pay much attention at all to those emails that are sent to them containing marketed content. Proving that theory true, eMarketer recently released an article that shows that the most success in email marketing is not seen from emails sent during the day, but rather from those emails sent and received during the late night hours.
The article reviews information from a Q4 2012 analysis of Experian CheetahMail client email campaigns in North America.
Experian found that emails sent between 8pm and 12am generated higher open and clickthrough rates, more transactions, larger orders, and greater revenue per email than emails sent during any other time of day—and by a significant margin.
In order to see the true significance of this margin, let’s compare rates between the time frames of 12pm-4pm and 8pm-12am. In the time frame of 12pm-4pm the open rate for emails in Experian’s analysis was at about 17.6 percent, while later in the evening the open rate hits 21.7 percent. The click rate for the earlier time frame was at 2.8 percent while the late night rate was at about 4.2 percent. As far as transaction rates, the earlier was at about 0.13 percent, and the late night rate hit 0.34 percent. Revenue per email for the time frames was at $0.15 and $0.48 respectively. Finally, the average order in the 12pm-4pm time frame was $188, and for 8pm-12am, it was $246.
All of these differences do indeed demonstrate a “significant margin” of difference. Also, the analysis tells us that a huge difference can be seen on weekends, proving that it is more effective to send emails on off days than it is on workdays. Many marketers would think otherwise, assuming that the time when people are reading emails the most is while they are at work. As is proven in the numbers above, people don’t really care much for shopping at work. In order to get someone to make a purchase simply by viewing an email, they must have a bit of time on their hands first.
If ensuring great revenues, clickthrough rates, and large orders means staying up a bit late for email marketers, then why not? Consumer behavior always throws little twists and turns, but this bit of knowledge will definitely prove helpful in making the most out of emails sent.