The other day I was talking with two other people about education. It was a pleasant conversation and we were having a good time. Somehow, within minutes, the conversation turned to politics and the conversation got extremely heated – and ugly. So much for polite conversation.
Talking about e-mail marketing strategy can get just as heated as talking about religion. Some e-mail marketing gurus say one thing. Others say something completely different.
Experian Marketing Service recently released a report that studied e-mail marketing trends for the fourth quarter of 2012. Here are a few things that they found:
• Forty percent of e-mails are sent between 8:00 a.m. and 11:59 a.m. with a 16.1% unique open rate and a 2.4% unique click rate.
• The amount of e-mails sent between 8:00 p.m. and 11:59 p.m. is significantly lower, they have a larger unique open rate (21.7$) and unique click rate (4.2%).
• Saturday and Sunday remain the days with the lowest volume of e-mails sent yet those days get the best response rate.
Interesting information. Other people have a different experience.
After studying his data on e-mail marketing campaigns, one marketer found that he got different response rates when he sent e-mails to his consumers compared to when he sent e-mail to his business-to-business clients. For him, it was best to send e-mails to clients after hours and on weekend mornings. For his business-to-business clients, it was best to e-mail during the week when they were at work at their desks.
One company that sells fashion products found their greatest success when they sent e-mails on Thursday, Friday, or Sunday evenings. Another company sends out their newsletter on Sundays. For them, Sunday has a lower open rate but a better click through rate and people spend more time reading the content.
So, what’s a self storage business to do about their e-mail marketing? First, don’t fret too much about the fact that there are conflicting recommendations. Realize that companies have found out what works for THEM. And what works for them might not work for you.
Don’t rely on what someone else says is the best day and time to send out e-mails. Pay close attention to your data on the e-mails that you send out because your data is what really counts
And last, you need to test, test, test.
After reviewing your data, make educated decisions on when to send out e-mail messages based on YOUR data for YOUR specific facility in YOUR neck of the woods.
“Email Marketing: Get Better Results With Evening Sends.” V3 Integrated Marketing; 20 March 2013.
“When’s the Best Time to Send Email to Your List?” Copyblogger.