Even as consumers continue to use their mobile devices to manage their inbox, and open rates improved again, email click rates and transaction rates are still on the decline. According to “Email Benchmarks 2014: Richer Data, Mobile Optimization Crucial for Greater Relevancy”, a newly released report from eMarketer, achieving higher click rates might simply be a matter of changing the day that an email campaign is launched.
The report noted that marketers who switched from sending their email during the week to sending them on Saturday would more than likely see their transaction and click rates increase due to the lower volume of emails being sent.
The reason is simple; Tuesdays, Wednesdays and Thursdays see the highest volume of emails in the United States while both Saturday and Sunday see the latest. Due to that simple fact, and the fact that consumers have fewer emails to wade through them during the week, the likelihood that they will engage in an email, shop and make a purchase is much higher.
In fact, the eMarketer survey reports that the highest open rates for email are on Saturday, as well as the highest average order size. The order size was lower on Sundays but, more importantly, the click rate and revenue per email averages were both the highest on that day.
Almost as interesting was the fact that the report found, or rather didn’t find, anyone specific time of day that greatly impacted any of emails key marketing measures. In fact, at times some of those key measures were completely at odds during different times of the day, meaning that it is more important to focus on the day itself rather than on a specific time of day to send emails out (See some helpful graphs here courtesy of eMarketer).
If you look at the information logically, it really makes sense. Most consumers have more time on Saturdays, and, if they’re receiving less emails, it means that they have more time per email as well, something that can definitely have a positive effect on all of the key metrics that marketers are looking for.