Imagine that you’ve created a dynamic email marketing campaign, rich with content, data and images. Users will open it, forward it, and click through to your website. You’ll convert some of those users into new customers. It is a digital marketer’s ideal scenario. But what day of the week did you send out the email?
The day of the week that email marketing messages are sent out impacts both the opening rates and the click-thrus.
Fridays may be the industry’s best kept secret.
New data shows that Fridays offer an opportunity to break through the clutter. New data shows Tuesday is the most popular day for marketers to send out email marketing and the most popular day for consumers to open those emails. Friday offers the second-highest opening rate, but trails in popularity as a day to send out the messaging.
That means digital marketers should consider sending out messaging on Fridays. There is less competition and a wider available audience — meaning increased chances your email marketing will be effective.
According to Oct. 2013 data, the most email marketing worldwide goes out on Tuesday, with 17.9%. Thursday is the second-most popular day to send out messages, followed by Monday, Wednesday and Friday. The weekends are significantly lower, according to a survey from GetResponse.
What marketers should consider is that Friday is a popular day to open emails. According to the data, Tuesday is the most popular day to open email marketing, with 19.9% of consumers opening marketing messages, and Friday is second, with 19.6%.
So as digital marketers strive to reach more users and grow their customer base, it may be prudent to vary the delivery days. Once your messages go out, use analytics to track the progress.
If you opt to change your delivery day, analytics can help track the progress. Google Analytics can show how users are responding to your messages on various days of the week. Armed with that information, you may alter your email marketing schedule.
Friday may just be your organization’s favorite day of the week.