Email Newsletter Open Rates – What is The Best Time To Send Your Email Marketing Newsletter?
Well, it’s been a good day today. It’s early December 2013 and after an extended lunch, enjoying steak and chips and the company of a few friends of mine, I came back home relaxed and sat down to study a bit more about email marketing open rates.
You see, I find a good way to go is to split your week up, just like you would in a traditional nine to five job, into 20%/40%/40%. What do I mean?
Good question… spend 20% of the time on education, 40% on learning more about marketing and the other 40% of the time carrying out your money making activities in the time that you are most productive.
So, today after the very enjoyable lunch, I came back and spent some of my education and learning time researching more about email marketing and open rates. This led me to read an article posted by Justin Premick from Aweber Email Marketing.
Today, I would like to share this with you so that you can learn more yourself about email marketing open rates.
Email Marketing Newsletter Open Rates – The Best Day And Time!
Think you know the best day and time to send your email marketing newsletter?
Ever wonder if your fellow email marketers are all sending at the same time you do?
Convinced your open rate is too low (or amazingly high)?
Some recent statistics pulled from all AWeber users may help you answer these many questions:
What Kind of Email Marketing Open Rates Are People Getting?
If you are sending HTML emails, you probably use your open rate to help gauge your success with email marketing.
Even though it’s not a perfect measure of whether people are actually opening and reading your emails, it’s useful as a relative measure:
If it goes up over a short period of time, more people are probably reading If it falls over a short period of time, it’s almost certain fewer people are reading.
Plus, all other things being equal, it can give you some motivation (if your open rates are lower than other senders’) or satisfaction (if your rates are higher). So, here goes;
Average Email Marketing Open Rate Last Month: 13.6%
When Is/Was The Best Day To Send?
You will often hear (at least, I often hear) that Tuesday is the optimal day to send, because on Monday people are catching up from the weekend, and that on Tuesday morning you will have their undivided attention before they jump into their work for the upcoming week.
Do the numbers back up that theory? Let’s see.
The breakdown of open rates by day of the week: Monday 13.67% – Tuesday 13.21% – Wednesday 14.07% – Thursday 14.52% – Friday 13.25% Saturday 12.09% – Sunday 13.26% Last month, Tuesday was actually the second-worst day to send, at least if you’re measuring by open rates.
(While we are breaking assumptions, I should point out this, too: the hour of the day that got the best open rate was not 8-9AM, or 9-10AM, but in fact 2-3 p.m. Eastern Time email newsletters sent during that hour last month enjoyed a 19.1% open rate.)
Does This Mean I Should Switch My Campaigns To Thursdays?
In a word: No. Don’t break with your readers expectations just to try to follow the latest day of the week stats. You might actually reduce your open rate by doing so.
In both March and February, Thursday newsletters got the 3rd-worst opens vs. the rest of the week.
I hesitated a little to publish these stats, because I’m concerned that people might flock to sending their newsletters at the day or time that happened to get the best results lately.
Please, don’t drastically change your sending times/days just because you see that the average last month, or any month, happened to be higher on a different day or time.
Yes, you might eventually be able to shift your sending schedule, or split test some broadcasts, but if you up and move everything, you may throw off subscribers who are used to hearing from you at the usual time.
“It’s So Busy, Nobody Goes There Anymore”
To get at the other reason for not shifting your sending based on these stats, let’s paraphrase Yogi Berra (see above). If everyone switches their sending schedule to send on say, Thursday, then recipients will start getting a ton of email that day, and start paying less attention to each individual email.
One possible reason for Thursday’s success last month may be that it wasn’t as popular as say, Tuesday or Wednesday for sending email:
Percentage of Email Marketing Newsletters Sent by Day
Monday 16.0% – Tuesday 17.7% – Wednesday 16.9% – Thursday 16.6% – Friday 15.2% Saturday 8.8% – Sunday 8.8%
Those higher-volume days mean more emails in readers in boxes, which might contribute to reduced open rates. Following that reasoning, some people may look at the low weekend volume (more email newsletters were sent on Tuesdays than on Saturdays and Sundays combined) and see an opportunity to get their audiences’ undivided attention.
My main point in showing these is to point out that our assumptions about what works are often quite wrong, and that you ultimately have to test for yourself to see what best suits your audience.
Some Inspiration¦ And Some Help
Are you getting better email marketing open rates than this? If so, GREAT! Give yourself a pat on the back;but don’t get complacent.
Open rates aren’t the be-all, end-all of email metrics. They don’t guarantee that people are reading your emails, only that they have images turned on and that they probably saw your email for at least a moment. Plus, there’s always room for improvement, right?
Some ideas that can help you raise your Email marketing open rates: Ask people to add you to their address books. Some email programs will display images from senders who are in the recipient’s contact list.
If you are putting pictures in your emails, use the ALT text for those images to pique readers’interest in what the picture is, so that they enable images. Or, just directly ask readers to turn on images!
Add a picture of yourself to your emails, near/next to your signature. People like seeing your smiling face, and if they see it in one of your emails, they may be more likely to turn on images to see it again later. To learn more click here to order an email marketing AWeber account today
I wish you every success
Mark Ford – Home Business Entrepreneur, Marketer, Mentor
Six Figure Mentors Elite Black Founder Member
Digital Experts Academy
Skype Mark Ford: nm.publications.mf
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