Previous research, including by ourselves, has supported the view that campaigns sent earlier in the week work better, in terms of open rates and click through rates, than campaigns sent on Fridays, or over the weekend.
The thinking has been that people are tied to laptop and desktop PCs during the week and are more open to receipt of promotional emails earlier in the week before email overload and thoughts of the weekend escape set in.
The proliferation of smart-phones and tablets seems set to blow these perceptions (and researched reality from just a year or two ago) apart.
A recent campaign for a client went out on a Friday afternoon – against our “expert” recommendation to wait until the followinf Monday or Tuesday. The result was a 55% open rate and 35% click through rate, with the mobile / desktop split at 60/40 in favour of the mobiles.
That got us thinking, so we checked another Friday campaign – this one sent at 5.22pm in a god old fashioned “rush job” – the result? 62% open rate.
The overwhelming leader in devices is Apple with iPhone and iPad accounting for 80% of mobile devices opening emails.
One of our newest clients has emails being sent as part of our Sales CRM process at 7pm, 10am and 2pm, with open rates above 60% at all times of day.
Further analysis has shown that the day and time of the email broadcast is now less important for success than the content and targeting of the campaign. In short, the more relevant the message, the better the success rate.
If the message is right, aimed at the right customers, you can send it on any day at – almost – any time of day.
We’d love to show you more of our findings – get in touch!