2014年6月25日 星期三

When should I send eDM to drive highest engagement rate?


Many eMarketers are not sure when they should send out eDM and how often they should send. What’s the best time to send? Monday morning? Or Friday evening? 24% of eDM is opened in the first hour after delivery. The open rate will drop dramatically by 14% in the second hour and keep dropping if the eDM is not opened in the first hour. You won’t want to miss the golden first hour. But, when is the golden hour that users will open the eDM? Here are 2 tips about the timing of eDM.

 1. Avoid sending eDM after holidays 


Business email users may accumulate lots of emails after holidays. If you send out eDM immediately after holidays, business email users will just ignore and even delete your well-designed eDM. What makes the matter worse is that promotional eDM will annoy them easily when their emailboxes are already full of boss’s orders. This may trigger unsubscription or SPAM complaints, which can be avoid by timely eDM.

** Seasonal greetings can be sent to subscribers before holidays to boost customers’ loyalty.

 2. Afternoon is the best time for blasting 


Same rule as mentioned above. Morning is the busiest period of one working day. Business email users may not pay attention to promotional eDM during morning. However, they will open and click the eDM during afternoon, probably tea time, as they may not, probably, concentrate on their works during tea time. Consumers won’t have time to check eDM in their personal email boxes in the morning too. But they will mostly check personal emails after working hours, like after 7pm.

Although these 2 tips are reasonable, don’t forget to test. Users’ engagement varies with audience type, industry, and also business nature. To send right eDM at right time to right person, you will need to test what the best practice is to your email list. Here is an infographic of sending time:

Sending_time_of_eDM


Source:
GetResponse

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