NEW YORK: Consumers are most likely to open email marketing material on a Tuesday but are more likely to click through on a Friday, a survey has found.
Insights provider eMarketer reported the findings of a study by email marketing software company GetResponse which analysed over 300m messages to determine the top times for open and click through rates.
Overall, the average open rate worldwide was 18.58% and the average click through rate (CTR) 4.51%.
Breaking the figures down into a daily pattern, however, revealed that Open Rates rose to 19.9% on a Tuesday while Friday’s CTR hit 4.9%.
The study also indicated that 17.9% of a week’s worldwide marketing emails were sent on Tuesday, a practice eMarketer said appeared to be validated by the high level of openings registered on Tuesdays.
But it suggested a more effective strategy might see marketers putting a greater focus on Friday. This was the day that marketers sent the fewest number of emails, just 14.9% of the total, but consumers were opening them at the second highest rate of the week, at 19.6% and clicking through more often than they did on Tuesdays (at 4.9% against 4.6%).
Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.
The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.
Having observed the email marketing industry the last 15 years, I’ve come to the conclusion that our beloved channel is entering its next phase: adulthood.
Although I foresee no really revolutionary changes that would immediately disrupt email marketing, several shifts are happening now that require your attention and action.
If not, your company could get passed up by more forward-thinking and nimble competitors, leaving significant revenue on the table, under-serving customers, and undercutting your other marketing channel.
These shifts are helping to create a new email-marketing paradigm with six essential buckets of ideas:
Deliverability: From obstacle to competitive advantage. Smart email marketers recognize that everyone is dealt a pretty level deliverability playing field. So, rather than bemoaning ISPs, blocklists, spam traps, etc., they are becoming proactive and deploying practices to stay ahead of competitors in inbox placement
Forrester Research released a method for benchmarking a company’s “mobile maturity,” as campaign budgets continue to rise. The guidelines aim to help marketers understand different growth stages, and determine budgets to create a cross-media strategy and road map. Advertisers will spend $77 billion on interactive marketing by 2016, similar to the amount today spent on television, Forrester estimates. Search marketing, display advertising, mobile marketing, email marketing, and social media will comprise 26% of all advertising spend as marketers embed more media in the mix.
“The Score Your Mobile Marketing Maturity” report describes three processes: Organization, Planning and Execution, and Measurement. Each section lists a series of questions, such as “How does your organization view the importance of mobile marketing,” along with possible answers like “Mobile marketing is the connective tissue between online and offline channels and is key to any marketing campaign.”
On Aug. 30, 1982, 16-year-old V.A. Shiva Ayyadurai was issued a copyright for a computer program he named “EMAIL.” As “email” celebrates its 30th birthday, it continues to evolve in response to the increasing demands and expectations of consumers for personalized service. Marketing has become a 24/7 job, and email is an increasingly important part of that job. In fact, consider the following statistics that show how smart marketers are using email to fuel growth:
In Part 1 I looked at the past and present state of email marketing budgets. In Part 2 of this series I will dive deeper into where email marketers are actually spending their budgets as a broad shift occurs in the email landscape. Spray-and-pray and batch-and-blast were the de facto email marketing strategies as we headed into the millennium. Contact strategy, strategic blue prints, segmentation, privacy, and preference considerations as well as dozens of other optimization areas fill the current email road map with a plethora of new opportunities. My firm sees first-hand how some of these optimizations can lead to huge new revenue gains.
According to the Direct Marketing Association in the recently released 2012 Response Rate Report, direct mail response rates have dropped nearly 25% over the past nine years. Even so, mail campaigns draw a better overall response than digital channels. For instance, response rates for direct mail to an existing customer average 3.40%, compared with 0.12% for email, which is roughly a 30-fold difference. Costs are also higher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.
Worldwide, growth in the adoption of mobile devices is set to continue apace for the foreseeable future. So it makes sense, then, that marketers would be moving quickly to adapt to this new channel. But an April 2012 survey of business leaders worldwide by email marketing services provider Strongmail found that 55% of respondents were not currently using mobile as a marketing channel.
Despite this, those currently without mobile campaigns seem to see the writing on the wall—43% of them planned to integrate mobile into their campaigns within the next year. Another 32% said they planned to develop mobile campaigns in a year or more, while only 25% said they had no plans for a mobile campaign at all.