Not seeing any results from sending business emails? Maybe you aren’t sending them at the right time?
One of the best ways to reach out to consumers is through the use of emails.
Experian Marketing Services released the results of a study on email benchmarks from Q4 2016.
According to Experian, the best time, at least when comparing transactions to volume, was between 4 PM and 8 PM. During this time frame, emails resulted in 21.1% of transactions relative to 14.8% of volume.
This is surprising because Experian’s data from 2015 states that the best time for email performances was between 12AM-4AM.
What has changed?
First of all, now most businesses are sending emails to consumers between 12AM-4AM. This means that when your consumer wakes up in the morning they are inundated with emails!
Your consumer wakes up, checks their emails, sees roughly 15 new emails, and immediately starts deleting the unimportant or frivolous emails. Your email must be incredibly special or attention-grabbing to your consumer for them to read or save to read later in the day.
However, businesses who sent their emails to consumers as the day is winding down, when they may have more time to sit and sift through emails, they are seeing higher transactions.
What about sending business emails during the holiday?
The Experian study also looked at email performances during Cyber Monday. Based on their results, the Sunday before Cyber Monday and Cyber Monday itself were the days with the highest percentages of transactions based on volume.
This is not surprising. Cyber Monday is a HUGE online shopping holiday and most consumers would be interested in opening emails that say they contain bigger savings.
As a result of this data, businesses can take this holiday uptick and apply it to other holidays.
Sending Business Emails on Mobile Phones and Tablets
There is no growth in the total emails that opened on mobile phones or tablets based on the results.
However, the fact that 56% of total email opens are not from desktops anymore is important for businesses to understand.