On average, email open and click-through rates were highest on Saturdays in the second quarter, according to a new report.

Email open and click-through rates averaged 38.3 percent and 5.4 percent, respectively, on Saturdays, writes MediaPost, citing a new study from online marketing firm eROI. Sundays, too, had high open rates (37.1 percent) and - along with Mondays and Thursdays - click-through rates of 5.2 percent. Friday was the worst day of the week for both open and click-through rates.

Moreover, the highest click rate - 6.2 percent - are around the lunch hour; the second-highest click rate is at 10:00 a.m, with 5.9 percent.

B2B email recipients prefer (see eROI chart, below) to receive messages on Tuesday (36 percent) and Monday (33 percent); B2C email recipients prefer Friday (31 percent) and Wednesday (26 percent).

Nearly 8 of 10 B2B email recipients subscribe using their business address. However, only 57 percent of B2C email recipients subscribe using personal email addresses; 24 percent use an address created for email lists; 19 percent use their business addresses.

Previous coverage:

- eROI: Email Open and Click Rates Soared in Q1, Peaked on Weekends
- Email Open Rates Fell in Q4, Peaked on Fridays
- Email Volume Affects Read and Click Rates, List Size Matters
- Best Day for Emailing Is a Moving Target
- Optimal Day of Week for Emailing Now Tough to Choose
- Email Send Day Studies Prove Self-Influencing