'Best' day shifted

Email firm ExactTarget released a study on the effectiveness of email campaigns relative to the days of the week emails are sent. Several earlier studies suggested that Monday and Tuesday have been the most effective days of the week. But the new study suggests that the best day for opening emails aren't necessarily the best days for conversions. Further complicating things, ExactTarget showed that its own results matched a MarketingSherpa study published in July, yet after that MarketingSherpa study was released, so many emails were sent on Monday that the day came to be ranked fifth or sixth for subsequent quarters. ExactTarget found that emails sent Wednesday through Friday maximized open rates. Weekends tended to earn the most clicks per open, perhaps because only about three percent of emails are sent during that lull period.