Most promotional email recipients (65%) engage with email in the afternoons and evenings, yet marketers tend to send emails first thing in the morning, according to a recent report by Retention Science.
The analysis of 100 million online transactions found that 38% of email conversions (emails that are opened, clicked through, and converted) occur in the afternoons and 27% in the evenings. Only 28.5% occur in the mornings, although that's the most popular time for promotional emails to arrive in inboxes.
Below, additional key findings from the report.
Days of the Week
- Tuesdays and Fridays had the most email conversions—28% of all conversions examined occurred on Tuesdays and 26% on Fridays.
- Saturday was the lowest-performing day of the week, with just 3% of conversions, followed by Sunday with 6%.
- The analysis also found that free shipping offers in promotional emails trumped percent off offers in terms of conversion.
- Free shipping offers converted at rates between 0.22% and 1.9%, making them twice as effective as price-reduction offers, which converted at rates between 0.1% and 0.8%.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji