News Article
Marketers 'cannot rely on gut instinct when sending promotional emails'
New research has revealed there are certain times of the day when consumers open emails.
Marketing professionals should not rely on their gut instinct when it comes to sending out promotional emails, as new research has shown there are certain times of the day when these can be most effective.
An analysis of 660,000 emails by Pure360 found that just nine per cent of emails sent were opened between noon and 14:00 GMT, with 62 per cent of them being news or magazine alerts.
The study also revealed that the post-lunch slump period between 15:00 GMT and 17:00 GMT is the period when people become more responsive to e-marketing which offers potential life changes.
Meanwhile, 27 per cent of emails containing restaurant promotions and 19 per cent of live events mail are opened at the start of the day, while almost half of all marketing emails were accessed outside of office hours.
Marc Munier, commercial director of the researcher, said the results are evidence that there are certain times of the day when e-marketing is more effective.
"After lunch, consumers are more open to 'bigger picture' promotions, whether that involves sorting out their finances, finding a new job or looking for a new property. 42.6 per cent of all the financial services emails that were sent were opened in the afternoon," he stated.
In other news, iCrossing's Connected Brand Index recently suggested that few brands are maximising the potential of new media channels, with only Google, Disney and Intel performing well.
Published: 2 Nov 2009
An analysis of 660,000 emails by Pure360 found that just nine per cent of emails sent were opened between noon and 14:00 GMT, with 62 per cent of them being news or magazine alerts.
The study also revealed that the post-lunch slump period between 15:00 GMT and 17:00 GMT is the period when people become more responsive to e-marketing which offers potential life changes.
Meanwhile, 27 per cent of emails containing restaurant promotions and 19 per cent of live events mail are opened at the start of the day, while almost half of all marketing emails were accessed outside of office hours.
Marc Munier, commercial director of the researcher, said the results are evidence that there are certain times of the day when e-marketing is more effective.
"After lunch, consumers are more open to 'bigger picture' promotions, whether that involves sorting out their finances, finding a new job or looking for a new property. 42.6 per cent of all the financial services emails that were sent were opened in the afternoon," he stated.
In other news, iCrossing's Connected Brand Index recently suggested that few brands are maximising the potential of new media channels, with only Google, Disney and Intel performing well.
Published: 2 Nov 2009