While you work on your email marketing strategy for the last quarter of 2013; looking at customer behavior and trends from the previous quarters can offer valuable insight to help you move in the right direction.
From simple metrics such as: opens, clicks, click throughs, conversions to more complex analysis into open rate trends (best time of day, best day of week etc.), subject line key words, click to un-subscription rate, and link categories; are some of the essential figures and statistics you should look at before formulating your email marketing strategy.
We analyzed over 8 million email interactions over the last quarter to identify fundamental trends such as: Best Time of The Day, Best Time of the Week, and Email Device Breakup:
The data suggests a steep rise in open rates from 6AM onwards, peaking at around noon and gradually receding almost all the way after midnight. To achieve the peaks at around noon, sendout can be started earlier during the day around 8 to 10 AM. If you wish your emails to be in top of your subscriber inbox, You can send just in time at 10 AM. You must perform various tests to evaluate what works best for you.
Though Tuesday technically obtained the highest scores, Wednesday and Thursday are almost equally close. For all practical purposes though Tuesdays to Thursdays make the most favorable days for sending emails. Mondays and Saturdays are runners up, where as Sunday remains to be the least favorable day.
One of the interesting insights into email behavior is how quickly mobile/smart devices are catching up with the traditional desktops. While there are several reports and data that suggest that internet usage on mobile has already surpassed desktop in India (see graph below – source: StatCounter), in our study we found mobile slightly behind desktop when it comes to checking emails. That being said, there is a good chance mobile may end up dominating this space too in the next few quarters. Stay tuned for our future reports.
Even at current figures, Mobile at 43% controls a substantial share of email interaction. If you haven’t already started to work on optimization of email content for mobile, now would be the right time.
Though all the above statistics represent a sizable sample of 8 Million, it is still recommended that you perform such analysis to identify trends specific to your industry / customers.