Study reveals email marketing trends

Although the majority of email marketers send out their B2B campaigns on a Thursday, following the publication of a new report they could be advised to do so a day earlier.

According to research by Emailcenter UK, more users are likely to open marketing emails on Wednesday, with click-through rates also reported to be at their highest at the middle of the working week.

The report suggested the advertisers have more chance of success when sending emails on a Wednesday because "less people are on holiday and away from their work email while consumers are presumably not enjoying a night out on a work day".

However, Thursday is when nearly 25 per cent of all marketing emails are sent, was considered by many advertisers to be an optimum day as "consumers are thinking about the weekend and what they need to buy".

Meanwhile, Monday was reported to have both the lowest rates of consumers opening and clicking-through email messages.

Writing on DM News earlier this week, Dan Smith recommended that those marketers looking to increase their online revenue through emails should only send messages to those who have requested information and avoid correspondence at the end of the working day.

Back 29.03.2007.