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Best Day for Emailing Is a Moving Target

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eROI this week issued the results of its most recent email study, finding that response rates have shifted from quarter to quarter over the past year, but one trend is clear: Quarterly response rates have declined year over year (for example, from 4 percent click-through in 2Q04 to 3.6 percent in 2Q05).

In the second quarter of this year, midweek seems a safe time to send out email campaigns, with response rates better than on Monday and Friday. Wednesday is tops with the highest number of clicks (4.1 percent).

Also, in 2Q05, in the Advertising/Marketing/PR industry, email was mainly sent toward the end of the week - Thursday and Friday - and response rates are also highest on those days.

Overall, the majority B2B marketers should be getting emails out at the beginning of the week (Monday to Wednesday morning), whereas consumer-driven campaigns do best toward the end of the week (Wednesday afternoon to Saturday), according to eROI.

Monday recorded the biggest drop in click-through (a 2.6 percent decline) in the most recent quarter, while Tuesday and Thursday experienced increases (0.8 percent).

However, on average, companies are now sending nearly twice as much email (as a percentage of daily email sends of the overall week) on Monday compared with last year - possibly as a result of previous email studies showing Monday as having the best overall response rate.

Business to Consumer (B2C) email has higher read rates on Saturday and Sunday, compared with weekdays, but the uplift in response comes Friday to Saturday, with the swing most evident in Travel/Leisure and related industries. The click rate for the Consumer Goods industry is highest Monday through Wednesday.

Business to Business (B2B) email is consistent throughout the week, with minor shifts. The read rates vary between 25 and 38 percent across industries, with two outliers: Education/Training and Advertising/Marketing/PR. However, click rates swing wildly throughout the week in each industry.


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