Different factors can have an impact on how successful email campaigns can be. For instance, should you use an emoji in your emails? What level of personalization should be maintained, and what kind of promoting should be done?
Below is a perspective of how consumer habits can have on email, as well as the insight as to the best time to send an email and other details.
Targeting avid tech consumers
The 2017 Global Mobile Consumer survey done by Delloite suggests that on average, a consumer checks the phone on a continuous basis throughout the day. The survey also indicated that there are specific times when the usage rises, especially in the morning hours and before bedtime.
Within the first hour of waking up, 89% of consumers check their phones, while 82% check it before bedtime. These statistics do not indicate that consumers are checking on their emails, but mails are part of the content consumers are checking.
In 2014, research conducted by MailChimp backed up the aspect of having the morning time as the ideal time to target consumers, between 8 am and 10 am. Now, what about the consumers who check their phones at night times? Suggestions have been passed to marketers to consider scheduling send times during these times.
In an Experian study that was conducted in 2012(its somehow outdated data), 8pm until midnight is the best time to get responses. It is also a good time to target users when they are coming from work as they check their emails before bedtime.
In a general perspective, it is easy to see that open rates can peak in the morning hours, but meaningful interaction with emails is done later on in the day. This is adding to the consumer behavior where more research is done before purchasing at a later time.
Since the usage of technology is increasing over the years, the optimum time to target customers might not be the same as the years that passed. There might not be an optimum time to send mail since consumers are accessing the internet throughout the day. However, marketers have to identify the best terms to reach their target customers at times when they will get most important reaction to the data.
The impact of mobile devices
The mobile usage has increased the time consumers spend on the internet. Apart from users spending their morning times on the internet just after waking up, the experience is extended to the train, or bus, or when in-line waiting to be served in a coffee shop. Users tend to check their emails while listening to music as they commute.
Even though the use of mobile devices is apparent, marketers have not optimized their emails for mobile consumption. Movable Ink conducted a study that showcased that as 71% of marketing emails were accessed via email in the first quarter of 2015, 25% of the conversions were on mobiles compared to 39% that was on the desktop.
Mobile uses brings about a great platform to optimize emails, and it all boils down to having a mobile-first strategy.
Utilize the weekend
Even though email works well on small screens, it is also important for marketers to consider other ways to make uses engage well with emails on different days of the week.
For instance, even though the weekend is dismissed as a good time to send emails because o the low open rates, users who open mails over the weekend tent to have great er levels of engagement.
Now, brands that usually send deep content in their emails should take advantage of the weekend to send emails. It could be the best time since users will be more open to reading, watching or browsing more.
Users may want to engage with mail in the course of the day, but do the emails have to meet their expectations?
The answer is concrete yes according to Monetate, who conducted a survey that indicated that 83% of consumers expect brands to send personalized emails to them. It has also been confirmed by Experian that personalized emails deliver 6 times the conversion rates.
Email marketers need to remember that there is no optimum send time, they can only send emails when users are most likely to read based on past experiences. Additionally, desktop seems to lead to more conversions while mobile delivers more open rates; having this in mind, marketers should use all devices strategically to get the most out of their consumer behavior.