CLOCKWORK EMAIL MARKETING When it comes to email marketing, it seems pretty straightforward.
Marketing material is passed from a company to a client and whether or not it’s opened depends on the persuasion of the company and a click of the mouse. But is it really that simple or perhaps is there a science behind the most effective email marketing campaigns?
According to studies conducted by Dan Zarrella and Pure360, email marketing seems to work in rhythm with the clock. There is a best time to send out marketing materials to achieve the highest open rates and thus the most effective marketing. Follow along below for a break down of the email marketing clock.
MORNING: From 6 a.m. to 9 a.m., the beginning of the workday, deals on clothing, food, and many other consumer goods have a very high open rate. Consumers at this hour are not quite into work mode and easily allow themselves to drift into distraction.
The 10 a.m. to 12 p.m. hour is really just a “good for nothing” time slot. People are hard at work and not easily lured by tasty deals or real estate steals. For marketers in any arena, it is best to wait until later in the day.
AFTERNOON: If financial marketing services are up your alley, search no further, and be sure to commit 2-3 p.m. to memory. Although workers try to hold onto their thread of focus, finances during this hour seem to unravel even the toughest of mindsets.
From 3-5 p.m., real estate marketing booms! Emails knock on the door, and people seem to be answering. During these hours people start to pack up and think about heading head home. Home, they ponder, could it be improved? Could it be changed? This curiosity has workers clicking, opening and reading real estate focused emails.
EVENING: 5 p.m. to 7 p.m. usually attracts consumers, perhaps people stuck at work into the late hours, who dream of relaxing vacations and a world far removed from their desk. As people arrive home from their long hum -drum at the office and gear into relaxation (7- 10 p.m.), gym/sport and clothing offers are highly successful.
But, be wary, as 10 p.m. approaches consumers tire and click rates decline.
From 10 p.m. to 6 a.m. refrain from sending out marketing materials! These efforts are rendered ineffective and certainly a waste of the many benefits that email marketing provides.
FOLLOW THE CLOCK! Email marketing is one of the most effective ways to reach the growing digital and tech-savvy generations. Just remember, in order to reach full marketing potential, check your clock and follow the scriptures of the hour. For more information check out the full research results and complimentary infographic at: http://blog.kissmetrics.com/science-of-social-timing-2/
