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%).
LONDON: UK advertising expenditure picked up by 2.4% in the first quarter of 2013 to reach £4.14bn, as the sector continued to build on its return to pre-recession levels at the end of last year. The latest Advertising Association/Warc Expenditure Report forecast a 2.6% increase for the full year with accelerated growth of 4.9% in 2014.
The Expenditure Report is based on AA/Warc’s own quarterly survey of national and regional newsbrands and consumer and business magazine brands, alongside data compiled in conjunction with UK industry trade bodies and organisations, including the Internet Advertising Bureau, the Outdoor Media Centre, the Radio Advertising Bureau and the Royal Mail.
Internet pure play spending, which excludes digital spending in newsbrands and magazine brands, grew particularly strongly, up by an estimated 11.1%, helped by the increase in mobile advertising.
LONDON: Samsung, Sony and LG were among the brands gaining ground even as the market for mobile phones in Western Europe shrank in the first quarter of 2013, new figures have shown. The latest data from International Data Corporation (IDC), the market intelligence provider, indicated that total shipments for the period amounted to 43.6m units, 4.2% down on a year earlier, as consumers’ disposable incomes contracted and mobile operators reduced handset subsidies.
Shipments of feature phones dropped sharply, down 31% to 12m units, as the uptake of smartphones continued, rising 12% to 31.6m units.
“We are now entering the second wave of smartphone adoption in the region,” declared Francisco Jeronimo, European mobile devices research director at IDC.
LONDON/WASHINGTON: Marketing budgets have increased for the first time in more than six months at the worldwide level, according to Warc’s latest Global Marketing Index. The Global Marketing Index, which draws on data from a panel of 1,225 executives, revealed that the monthly index for global marketing budgets stood at 50.4 points in January, on a scale where scores over 50 points indicated a positive trend.
As well as constituting the first growth witnessed on this measure since May 2012, this result marked only the fourth such expansion during the last 16 months.
The Americas enjoyed an increase from 50.2 points to 53.9 points in January month on month. Budgets, however, were being trimmed in Asia Pacific, on 48.1 points, and Europe, on 46.2 points.
“Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May,” said Suzy Young, Warc’s data editor, said.