While emails sent on Thursdays sparked the greatest engagement, such as open rates and unique click rates, in Q2 2016, emails sent on weekends performed better in terms of conversions, according to new data from Yes Lifecycle Marketing‘s cross-channel marketing platform Yesmail360.
In the Q2 2016 Benchmark Report: Day of the Week Email Performance, Yes Lifecycle Marketing revealed that open rates for emails sent on Thursdays were 14 percent higher than the Q2 average. Similarly, unique click rates were 41 percent higher, and click-to-open (CTO) rates were 24 percent above average.
Despite these high figures, Thursday conversion rates were among the lowest, falling 23 percent below the Q2 average. Alternatively, emails deployed on Saturdays and Sundays resulted in conversion rates 60 and 40 percent higher than average, respectively, suggesting that marketers should capitalize on weekend campaigns to convert the most consumers.
“Based on this data, marketers may see best results by sending an initial email on Thursday and a follow-up over the weekend, but it’s important to note that the best days to send emails depend on a number of different factors including a brand’s industry, marketing goals, seasonal events, and more,” said Michael Fisher, president of Yes Lifecycle Marketing, in a news release. “Instead of looking at a single metric such as open rate or CTO, marketers should consider their brand’s business objectives, marketing KPIs, customer purchase cycles and subscriber behavior in order to determine the most appropriate context and timing to reach their customers.”
Twenty percent of all emails in Q2 were sent on a Thursday, which was the most popular campaign deployment day of the week. The weekend was least popular for sending emails, with Saturdays accounting for only 11 percent of Q2 email volume and Sundays making up just 10 percent.
Though Thursday is a popular day for engagement across the board, there is variance by industry. CPG brands, for example, saw a 12.9 percent conversion rate on Sundays. Though financial service emails saw the highest conversion rate from Saturday emails (18.2 percent), less than one percent of emails were sent that day. Additionally, financial services brands sent zero emails on Sundays.
Other findings include:
- Wednesdays sparked the highest average order value (AOV) at $118.62 for retail brands.
- Thursday was the top engagement day for the past three quarters.
- While overall open rates have remained fairly consistent, unique click rates have fallen by 18 percent year-over-year while CTO rates have dropped by 16 percent over the same period.
“Our data reveals that marketers may need to re-assess their email strategies to continue reaping the benefits of this highly effective channel,” said Mike Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing, in the release. “For decades, email has been a top revenue driver for most industries, and this will continue to be the case as long as marketers strive to adopt new trends and integrate new technologies into their campaigns, expanding them beyond email and making them truly cross-channel. Savvy brands need a partner who has the know-how and expertise to develop innovative strategies as well as the technology to seamlessly execute them.”
Source: Marketwired; edited by Richard Carufel