Ask The Expert
Q: I want to improve the open and click-through rates for my LeadMiner autoresponder emails and monthly newsletter. Is there a best time to send them out?
A: Statistically, there are days and times that appear to offer better open and click-through rates. These days and times also differ, depending on whether you're targeting consumers or businesses.
According to a 2006 study by eROI Email Statistics, the majority of consumers preferred to receive marketing emails on Wednesday and Fridays. The same study showed that business-to-business (B2B) recipients "overwhelmingly prefer" to receive emails at the beginning of the work week.
That study surveyed their preferences. But how did they really behave?
Best day for consumer opens.
The same study showed that emails targeting consumers had the highest open rates on Saturdays and Sundays, with more 1 out of every 3 emails getting opened. Monday was the best weekday with an average open rate of 35.7%.
Best day for Business-to-Consumer (B2B) opens.
In a 2007 eROI study, Wednesday tended to be the slight leader with an open rate of 27%. That was followed closely by Monday and Thursday at 26% apiece.
Best day for click-throughs.
The best click-through rates occurred on Thursday and Saturday, for B2B and B2C respectively, with more than 5% of the emails experiencing click-throughs.
Best time for click-throughs.
During the workday, the peak click rate of 6.2% occurred during the noon lunch hour. For consumers, however, the peak click-through rate peaked at 7% during the overnight hours.
The click-through rates are important, but you have to take into account that readers may not click through the first time they open the email.
To put these stats together, if your email is targeting consumers, I recommend that you schedule them to go out Friday night or Saturday morning. That will take advantage of the high weekend open rates.
If you're sending to businesses, try to get your message into their email inbox sometime during the first three days of the week, with Wednesday being the best combination of high open and click-through rates.
But you shouldn't expect tremendous changes. Any improvements will only be incremental. Still, if your LeadMiner email autoresponder is sending out more than a thousand emails at a time, even small improvements can produce profitable results.