24th March 2018

How Consumer Tech Habits are Influencing Email Success Rates

How Consumer Tech Habits are Influencing Email Success Rates

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We all know that there is a list of factors that affect the likelihood of how well your email will be received. Open rates and click-through rates are influenced massively by things like the email subject line you feature and the level of personalisation included. Another factor that can massively affect how successful your marketing emails are, is timing. The time of day that you send them is massively important. There are peak times that users will be inclined to look through their emails, but with changing mobile behaviour it’s not easy to know what those times are.

Rise and Shine

Morning seems to be the peak time for reaching users. Smartphone users check their devices throughout the day, but 87% make a point of trawling through their apps and emails first thing in the morning. In the evening the numbers are lower, with 82% inclined to check their devices before they go to bed. According to Mail Chimp from 8am to 10 am is the best time to reach users. Interestingly, even though open rates are highest in the mornings, meaningful action is more likely to take place late at night, when users are inclined to click through to product pages and head to the checkouts. Marketers should bear this in mind when they are scheduling their emails. Are your emails purely information based and educational or are you trying to increase your sales right there and then? If your emails contain announcements and news roundups, send them out first thing, if they feature one-off limited promotions and you want your customers to ask fast, send your correspondences out at night.

Mobile First Strategy

Consumers are no longer at their desks by nine o’clock to open their emails. They are checking for mail on their morning commutes, as well as during lunch hours. Having short subject lines and optimising your emails for mobile are all imperative in this digital climate.

Don’t be so quick to dismiss the weekend

Yes, it is true that open rates are higher during the week and as we have seen, earlier in the day but research shows that when emails are opened during the weekend, they generate extremely high levels of engagement. If you are sending out in-depth content emails, the weekend could, in fact, be a great time for your communications to go live. It is all too easy for brands to dismiss the weekend as a period of consumer downtime, it is, in fact, a time of engagement and research for many consumers.

What consumers expect

Regardless of the time of day, consumers will be slow to read or engage with any emails that don’t include a degree of personalisation. Consumers want to see their names in subject headers and content that acknowledges their previous purchasing behaviour. Here’s where sending out emails in real time becomes useful. If you send emails that are triggered by specific consumer behaviours, you have a better chance of connecting with your target individuals.

What we need to remember, is that although send times can have an influence on how well emails are received, it’s the quality of email content that ultimately has the biggest impact.

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