Best Time to Send Emails

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"When is the best time to send your email campaign?" The correct answer to this question is, "When the recipient is most likely to be in his or her inbox." What if you could schedule your mailing and know that it was going to reach each recipient at the precise day and time he or she was most likely to be checking emails? What if results showed that marketers who have done this saw a 30 percent to 100 percent increase in email-generated revenue? This Webinar presented an overview of Silverpop's Send Time Optimization feature and tactics you can use today to begin optimizing your email send time.

Webinar Was Held May 21, 2009 and presented by Richard Evans and Loren McDonald. More information and a recorded version of the Webinar can be found here:
http://www.silverpop.com/marketing-resources/webinars/silverpop-email-marketing-webinars/best-time-to-send-emails-webinar.html

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Best Time to Send Emails

  1. 1. In Search of the Ideal Email Send Time<br />May 21, 2009<br />
  2. 2. Speakers & Agenda<br />Richard Evans<br />Product Marketing Manager<br />Loren McDonald<br />VP, Industry Relations<br />Agenda<br />Best Send Time Is….?<br />Why Send Time Matters More Than Ever<br />What is Send Time Optimization?<br />Case Study Results <br />Questions & Answers<br />
  3. 3. Best Time to Send Email is …<br />
  4. 4. 350,000,000 Search Results<br />Popular search question<br />
  5. 5. Research Says…<br />
  6. 6. Best Day for Deliverability?<br />Monday<br />
  7. 7. Best Days for B2B?<br />Tuesdays, Wednesdays, Thursdays<br /><ul><li> For business email, your audience is generally out of the office on Saturday and Sunday.
  8. 8. On Monday, your recipients are recovering from the weekend and will not be in business mode yet. They may have a number of things to do on this day and are not quite interested in offers or solicitations.
  9. 9. On Friday, they are interested in wrapping things up. If someone starts something on a Friday, it may be forgotten over the weekend.
  10. 10. You will want to avoid holidays or any major vacation times.</li></ul>Source: BusinessEmailLists.com <br />
  11. 11. Best Day - Open Rates?<br />Wednesday<br />Source: eROI/MarketingCharts<br />
  12. 12. Best Day – Click-Through Rates?<br />Saturday!<br />The highest average click rate - 5.0% - was on Saturday, which had the lowest open rate, however: 18.7%.<br />Source: eROI/MarketingCharts<br />
  13. 13. Best Day – Click-Through Rates?<br />Wednesday<br />Source: EmailLabs/eMarketer<br />
  14. 14. Best Day / Days To Send Email?Posted By:Billd724 on 7/25/2005 3:56 AM (CST)<br />Posted by: AndrewSAccepted Answer 7/25/2005 4:22 AM (CST) Really difficult question to answer, I usually find that all prospects (or suspects) are different in their email habits.As a general rule:1. avoid weekends - lots of spam get sent over the weekend period2. avoid evenings - again, lots of spam at the weekend and you may get included in a 'mass delete'3. avoid fridays and mondays - for individuals these are usually busy days for getting things done.4. avoid public holiday periods and summer holiday rushes5. Mid -day / mid-week always seem safest.Good Luck<br />Source: MarketingProfs<br />Avoid everything… except Mid-week and Mid-day<br />
  15. 15. Best Time of Day? (clicks)<br />As for the best time of day for open and click rates, during the heaviest email volumes (8 AM to 5 PM), there’s a marked upward trend as time passes, eROI said. That is, both open and click rates gradually increase:<br />From a low of 2.6% at 8 AM to a high of 6.4% at 4 PM (down to 5.2% at 5 PM), in the case of click rates.<br />4 pm!<br />Source: eROI/MarketingCharts<br />
  16. 16. Best Time of Day? (Opens)<br />As for the best time of day for open and click rates, during the heaviest email volumes (8 AM to 5 PM), there’s a marked upward trend as time passes, eROI said. That is, both open and click rates gradually increase:<br />From a low of 21.4% at 8 AM to a high of 34.1% at 5 PM, in the case ofopens.<br />5 pm!<br />Source: eROI/MarketingCharts<br />
  17. 17. Industry Experts Tell Us…<br />Weekends<br />Test It<br />Tuesday, 10 am<br />After School<br />Wednesday, 8 am<br />Buy My Report<br />
  18. 18. Hmm, Best Send Time?<br />
  19. 19. But Seriously, Why Send Time Matters More Than Ever<br />Loren McDonald<br />US Attendee: +1 516 453 0014, access code 659-994-817<br />UK Attendee: +44 (0) 161 660 8220, access code 659-994-817<br />
  20. 20. Relevance = Right Message + Right Time<br />
  21. 21. Overloaded Inboxes, & New Entrants<br />
  22. 22. Email is Competing for Mindshare<br />
  23. 23. Same Email… May Be Read In Multiple Environments<br />Web Browser<br />Web Version<br />PC client<br />Mobile Client<br />Social Network<br />RSS Feed<br />
  24. 24. Email Habits Vary<br />Yahoo researchers recently developed a model for email user behavior that splits email users into two classes:<br /> “e-mailaholics” that send, and presumably read, email all the time, and…<br /> “day laborers” that send, and presumably read, email during standard business hours. <br />Source: Word to the Wise/Technology Review/Yahoo<br />
  25. 25. Time Variables Are Endless<br />
  26. 26. Send Time Matters Most…<br />Because we are all individuals<br />
  27. 27. One Size Fits All = A Failed Approach<br />
  28. 28. The Right Time Of Course Is…<br />…when each individual recipient is <br />most likely to respond: <br />The time when they consistently <br />open and act on your emails. <br />
  29. 29. What is Send Time Optimization?<br />Richard Evans<br />
  30. 30. It’s about<br />Relevancy<br />Segmentation<br />Targeting<br />
  31. 31.
  32. 32. It’s the next step in engagement<br />
  33. 33. How does it work<br />
  34. 34. It takes a lot of these<br />
  35. 35. And these…<br />
  36. 36. To get this…<br />Analyzes a range of past recipient behavior<br />Predicts the ideal send time for each recipient<br />Adjusts for changes in individual behavior<br />Delivers your email to one or one million recipients, each at the ideal time<br />Eliminates time zone challenges for international senders<br />
  37. 37. The Results<br />
  38. 38. We’ve checked and double-checked<br />
  39. 39. Little Tikes<br />Increased metrics across the board with Send Time Optimization<br />Overview<br /><ul><li>Regular weekly promotional email
  40. 40. Established open and click rate trends</li></ul>Results on first send<br /><ul><li>Open rates increased 20%
  41. 41. Click rates increased 30%
  42. 42. Total revenue generated increased 75%
  43. 43. Average value per order grew 35%</li></ul>“<br />Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end.  - Julie GibsonEmail Coordinator, Little Tikes<br />”<br />
  44. 44. Across the board<br />Open rate: 20% to 50% increase<br />Click rate: 30% to 50% increase<br />Revenue: 52% to 75% increase<br />Avg. order size: 35% to 50% increase<br />
  45. 45. How to get these results<br />
  46. 46. Two ways<br />
  47. 47. For Silverpop Clients<br />
  48. 48. For the rest of callers<br />Dial us at 1-888-SI….<br />
  49. 49. A quick test<br />Export your email data from a recent send<br />Group recipients by their open time<br />Test your next send<br />50% get the email at the standard time<br />50% get it at the hour of day they last opened <br />
  50. 50. Contact Information<br />Richard Evans<br />revans@silverpop.com<br />Twitter: @rlevans<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />www.silverpop.com/sto<br />www.silverpop.com<br />Twitter: @Silverpop<br />

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