Should retailers obsess about e-mail blast timing?
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-to-minute data and research to marketers.
The best time of day to send consumer marketing e-mail during Q4 of last year — at least when comparing transactions to volume — was between 4 p.m. and 8 p.m. according to a new study from Experian Marketing Services.
More specifically, mailings in this time frame resulted in 21.1 percent of transactions relative to 14.8 percent of volume.
The results are interesting in light of the previous year’s data, in which the 12 a.m. time frame resulted in a disproportionately high share of transactions compared to send volume. This time around, that period was the least effective, with only 8.2 percent of transactions emerging from 16.9 percent of volume. It’s interesting to note that this early day-part seems to have become much more popular from one year to the next, as in 2015 just 6.6 percent of e-mails were sent then.
In both years, though, the largest share of transactions overall occurred during the 8 a.m. to 12 p.m. period.
When the Q4 2016 data was broken down by days of the week, Monday mailings produced the greatest return on volume with a higher percentage of transactions (19.8 percent) than mailing volume (17 percent). Sunday mailings also fared well with a higher transaction (11.8 percent) than volume share (10.5 percent).
- Q4 Email Performance, By Time of Day – MarketingCharts
- Q4 2016 E-mail Benchmark Report – Experian Marketing Services
- Q4 2015 Email Benchmark Report – Experian Marketing Services
- Q4 Email Performance Seen Higher During Off-Peak Times – MarketingCharts
DISCUSSION QUESTIONS: How important is the time sent to e-mail performance? Do you think prime time or off-peak is typically the best time to send e-mails?