Timing and Time Zone Segmentation Optimizes Retail EMailing
According to GetResponse findings released in October 2012, opt-in newsletters and emails from retailers are far more likely to be opened within the first hour after delivery than at any hour after that. While Emails reach their best results in the 1st hour after delivery, within the 2nd hour results drop by half; another 30% within the 3rd hour, and more than a 90% drop 5 hours after delivery.
| Share of Opt-In Email Opens After Delivery (% Opened) | |
| Time After Receipt | Share of Opens |
| Within 1st hour | 23.63% |
| 2nd hour | 9.52 |
| 3rd hour | 6.33 |
|
4th hour | 4.8 |
| 22nd hour | 0.78 |
| 23rd hour | 0.72 |
| 24th hour | 0.63 |
| Source: GetResponse, October 2012 | |
Message sending times, open, and click rates vary substantially by time of day. According to the study, messages sent in the afternoon and evening have the best chance of being opened or clicked, with an average open rate of 10.61% between noon and 6pm, and click-through rate of 2.38% between 6 pm and midnight.
|
Email Results By Time of Day | |||
| Time of Day | Messages Sent | Open Ratio | Click Thru Rate |
| Midnight – 6:00 am | 5.9% | 6.31 | 2.22 |
| 6:00am – 12:00 nooon | 38.7 | 7.05 | 1.53 |
| 12:00 noon – 6:00 pm | 25.8 | 10.61 | 2.22 |
| 6:00 pm – midnight | 29.6 | 8.33 | 2.38 |
| Source: GetResponse, October 2012 | |||
According to the study, the best time to schedule emails is morning and early afternoon. Landing in the inbox 1 hour before top open times produces maximum attention and results, says the report. Sending newsletters during readers’ top engagement times of 8 am – 10 am and 3 pm. – 4 pm can increase their average open rates and CTR by 6%.
|
Engagement During The Day | ||
| Top Engagement Time |
Opens | Clicks |
| 8-9 am | 6.7% | 6.2% |
| 3 pm | 6.8 | 6.2 |
| 8 pm | 5.0 | 5.7 |
| Source: GetResponse, October 2012 | ||
The study, analyzing 21 million messages sent from US accounts, concludes by noting that the sender should match times zones throughout the world, suggesting using time zone segmentation to hit recipients’ inboxes at the same local time everywhere.
To view the Infographic from GetResponse, please visit here.
JACK LOECHNER
Center for Media Research
Recent Research Brief Articles
-
Global Digital Magazine Ad Spend $3.8 Billion by 2017 June 19, 6:50 a.m.
Advertisers are increasingly spending more money on digital properties, and by 2017 analysts expect almost 3.8 ...
-
Tablet Ownership Almost Doubles June 18, 6:50 a.m.
According to the Pew Research Center, 34% of American adults report ownership of a tablet, almost ...
-
Online Video Gets Global Vote June 17, 6:15 a.m.
According to a recent worldwide study conducted by Be On, the new AOL global branded content ...
-
Online Content Sourcing Critical For B2B Buyers June 14, 6:15 a.m.
According to a new study by the Chief Marketing Officer (CMO) Council and NetLine, only 9% ...
-
Online Shoppers Want Choice And Convenience June 13, 6:15 a.m.
Online retail growth continues to significantly outpace that of overall retail, making a competitive online shopping ...
-
TV and Digital Ad Prompts Drive Social Brand Interaction June 12, 6:15 a.m.
According to a recent Burst Media survey, social media prompts in digital and TV ads are ...
-
The Various Purchase Paths Of Digital Shoppers June 11, 6:15 a.m.
In a recent study by GroupM Next, with Compete, among more than 168,000 purchases of consumer ...
-
Increasing Audience Engagement is Future for News Media June 10, 6:15 a.m.
According to the annual World Press Trends survey of the World Association of Newspapers and News ...
-
Shopping Centers Morphing To Lifestyle Centers June 7, 6:15 a.m.
Recent trends in U.S. retail suggest that shopping is becoming America’s favorite pastime, not baseball, says ...
-
Tablets Displacing Portable PCs June 6, 6:50 a.m.
According to a new forecast from the IDC) Worldwide Quarterly Tablet Tracker, tablet shipments are expected ...
Be the first to comment on "Timing and Time Zone Segmentation Optimizes Retail EMailing"
Leave a Comment