A New Year’s resolution we’ve already broken is to ignore crummy marketing research. Although maybe this one doesn’t count, as today we dump on a study released last year.
GetResponse, an email service provider, released a report in early Fall 2012, after carefully tracking 21 million emails wafting across its platform (how “private” do you feel now?). Its findings and conclusions?
- Nearly a quarter of emails are opened within the first hour of landing in a person’s inbox.
- Two-thirds of emails are sent during business hours.
- The best open rates and click-thru rates are during business hours.
- If you really, really want to succeed, send emails between 8 AM and 10 AM, or 3 PM and 4 PM and you will increase your engagement by A WHOPPING 6 % !!!
The quest for “best time to send an email” has been asked and answered many times before. We believe it began sometime around 2004, and has been updated every 18 months thereafter (typically by an attention-starved email service provider).
At this juncture, only marketing newbies and know-nothing digital “gurus” could be excited by the same info being trotted out once again.
Besides being stale, there is little logic to presenting the best time to send as a new customer “engagement” opportunity. Think of it as follows:
That roughly 25% of all emails are read within an hour of inbox arrival does nothing but tell us the proportion of U.S. workers who sit at their desks all day, working via computers. We’ll venture a guess, and say that population is nearly, um, 25%.
GetResponse’s underwhelming study underscores one of our four big marketing questions for 2013 – #2 to be exact (link here). If you want higher open rates and click-thru rates, then you must venture to know everything you can about YOUR customers, especially their media consumption behavior.