Email Conversion Rates by Time of Day | |
Time of Day | Conversion Rate |
Morning | 28.5% |
Afternoon | 38 |
Evening | 27 |
Late night | 6.5 |
Source: RetentionScience, October 2013 |
What’s more, says the report, although there is some variation by industry, the data showed that promotional offers sent on Tuesdays and Fridays perform best (28 and 26% conversion respectively). Saturday was the lowest-performing day of the week with just 3% conversion rates, followed by Sunday with 6%.
Email Conversion Rates by Day of the Week | |
Day | Conversion Rate |
Monday | 8% |
Tuesday | 28 |
Wednesday | 12 |
Thursday | 17 |
Friday | 26 |
Saturday | 3 |
Sunday | 6 |
Source: RetentionScience, October 2013 |
For example, the report says, a
women’s fashion retailer with six physical stores located on the West Coast and a robust online presence, recently experienced the benefits of modifying its email campaign timing. Since the
retailer switched to Tuesday evening promotional emails three months ago, it has seen revenues increase by 300%.
Data scientist, Chris Gore, notes that “… online retailers are
hungry for insights into when, how and where their customers are buying… particularly as we enter the holiday season… “
The research revealed that free-shipping offers trum
percent-off offers in terms of conversion. Free shipping offers convert at rates between 0.22% and 1.9%, making them twice as effective as price-reduction offers, which covert at rates between 0.1%
and 0.8%.
Conversion Effectiveness of Offers | |
Offer | Conversion Rate |
Percent off | 0.1% - 0.8% |
Free shipping | 0.22% - 1.9% |
Source: RetentionScience, October 2013 |
The report quotes the owner of one of the largest online stores for bikes and accessory kits, who said “…
based on (this kind of information)… (since) we began offering individually tailored offers to our customers based on their preferences… we have seen a 200% increase in
conversion… (and) a 133% increase in existing customer spending… “
The research also reveals, says the report, that 89% of the conversions resulting from subscription
email newsletters occur during the first 14 days of the subscription period. The first and third days of subscription deliver the highest rates, with 23% and 11%, respectively.
Email Subscription Commerce Conversion Rates | |
Days Passed Since Subscription | Conversion Rate |
1 | 23% |
2 | 8 |
3 | 11 |
4 | 6 |
5 | 7 |
6 | 5 |
7 | 8 |
8 | 2 |
9 | 7 |
10 | 4 |
11 | 2 |
12 | 1 |
13 | 3 |
14 | 2 |
Source: RetentionScience, October 2013 |
For more information from Retention Science, please visit here.