Small businesses are being urged to take more care when sending email marketing messages, in order to optimise their open rates, smallbusiness.co.uk reports.
New research from email marketing specialist, Pure360 suggests that those responsible for sending out emails to customers need to be more mindful about when they do so, as only 4 per cent of messages sent between midnight and 7pm get opened.
The best time was identified as the post-work slot of 5-6pm, which catches people travelling home from work. Some 26 per cent of emails sent during this time are read, the study showed, which is nine per cent more than the average.
The research – which was based on an analysis of over 40,000 email marketing campaigns – also identified 7am-10am as the best time to send financial emails and 10am-12pm for leisure-related messages. Travel emails are best sent around 3pm and those that ‘require thought’ achieve their best open rates from 7-9pm – all of which is information it’s worth knowing for those in franchise services.
Contrary to popular belief, however, the lunchtime period of 12pm-3pm is not successful; there is, in fact a lull during this time.
Commenting on the findings, Pure360’s head of marketing, Abi Jacks, told thedrum.com: “It’s easy to make assumptions about consumer behaviour and many marketers believe that sending emails first thing in the morning benefits their open rates.
“But in fact our research shows that they need to really get to know their sector audience and be aware of unexpected trends – such as the habit people have for opening emails that they receive as the time-pressures of the work day ease off on the commute home.”