Report Shows Weekend Emails are Secret to Email Marketing Success

Report Shows Weekend Emails are Secret to Email Marketing Success

By Dan Forootan, President of EZ Publishing

Email marketing is still the most effective online marketing strategy, but a recent report has advised how to hone this tried and true strategy for the best results. Yes Lifecycle Marketing’s cross-channel marketing platform Yesmail360 has revealed the secret to email marketing success is to send emails on the weekends.

The report states that weekend emails have the highest conversion rates, while emails sent on Thursdays have the best engagement rates. Emails sent on Saturdays and Sundays were found to be opened 60 and 40 percent higher than average. Meanwhile, emails sent on Thursdays performed 23 percent below average. Although the conversion rate was among the lowest for emails send on Thursdays, people were still opening them. Open rates were 14 percent higher than the Q2 average, unique click rates were 41 percent higher, and click-to-open (CTO) rates were 24 percent above average. These findings have lead researchers to conclude that the best plan of action for email marketers is to send out emails on Thursdays, then follow-up on the weekend.

However, Michael Fisher, president of Yes Lifecycle Marketing, explained, “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.” As such, email marketers need to focus on “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.”

It seems the majority of email marketers are getting it wrong, with Saturdays and Sundays accounting for the lowest campaign deployment of the week. Saturdays made up just 11 percent of Q2 email volume, just 10 percent for Sundays and 20 percent of emails sent in Q2 were on a Thursday. However, we’ll see how much this changes after the findings of this report are published.

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