Newsletters were the most common form of email sent by marketers in the first half of 2016, according to a November study by Clutch.
The research and consulting firm polled 300 email marketers based in the United States on the email marketing tactics they most often used in 2016. Survey respondents were employed by companies with at least 100 employees, but their precise industries remained unspecified in the report.
Newsletters were favored by 83% of marketers surveyed by Clutch, followed closely by the 79% of marketers who send stand-alone email messages. Seven out of 10 marketers sent lead nurturing messages, while 62% of marketers sent transactional emails.
The majority of newsletters are sent in the morning, at the beginning or end of the work week. Monday and Friday were the days most important for email newsletter distribution, with 45% of respondents favoring Monday and 42% of respondents favoring Friday. Tuesday and Wednesday were equally selected by one third of respondents, while just under a quarter of email marketers assert that Thursday is an important day for email newsletter distribution.
Saturday and Sunday were both selected by fewer than 10% of email marketers, with 9% of respondents selecting Saturday and 6% of respondents selecting Sunday as important days for email newsletter distribution.
Although the weekends are seen as unfavorable days to send newsletters, it may be advisable for marketers to send emails during the weekend. Emails sent over the weekend were the most likely to lead to conversions, according to an August study by email solutions provider Yesmail. Emails sent on Saturdays averaged a 60% increase in conversions, while emails sent on Sundays generated 40% more sales.
Email newsletters are most commonly sent before 11:00 a.m., according to the Clutch study, as 30% of email marketers sent out their company’s main newsletter prior to 9:00 a.m. and 42% send between 9:00 a.m. and 10:59 a.m. Only 7% of marketers sent emails newsletters at 5:00 p.m. or later.
It appears from the study that email marketers are embracing the best email practices of personalization and segmentation, but A/B testing lags in adoption. Seven out of 10 marketers also practice personalization, while 65% use segmentation and 59% use mobile optimization in their email marketing efforts. Only 23% of respondents, however, practice A/B testing in their email campaigns, according to the study.