Friday top day for spam effectiveness
For spam, as in life, timing is everything. Send a marketing email on Friday, and it's more likely to be read then than on any other day of the week.
At least so says a new survey by e-mail marketer ExactTarget that looked at 2.7 billion messages sent in 2005 as part of 230,000 email marketing campaigns from 4,000 organizations.
"When deciding when to send an email, organizations must consider their competition in the inbox," says Morgan Stewart, director of strategic services with ExactTarget.
And that competition is growing, which means that overall, less marketing email is getting read.
That's not surprising in light of a continuing onslaught of the bizarre and suspect: knock-off drugs, herbal versions of illegal drugs, spy cameras, instant debt remedies and, of course, the more salacious.
But those are just the shadier messages that slip through the filters. Companies big to small, international and domestic, would love to get a one-on-one audience with you, their favorite customer.
From new sales notices to virtual product catalogs to personalized reminders about gift-giving birthdays, email is a preferred channel for getting in touch with customers, thanks to its interactivity, speed and low costs.
But finding the right frequency between too little and too much contact is not easy. Stewart cited "list fatigue" showing declining open rates for companies that send e-mails consistently for more than a year.
Marketers being marketers, though, they're always adapting. Through culling their lists, changing the look and interactivity of campaigns, and hitting up late email adopters, they can do better, Stewart says.
These changes also apply to when campaigns are conducted.
Fewer companies sent marketing missives on Friday - only 14.3% of a week's e-mail traffic vs. the 24.5% that gets sent on Tuesday - making it easier to get a recipient's attention.
Success is reflected in click-through rates of 6.5 per cent on Friday vs. rates ranging from 6.1 per cent (Saturday and Wednesday) to 6.4 per cent (Monday and Thursday). Sunday, which logs the fewest e-mails sent, garners the highest click-through rate, 6.9 per cent.
There aren't just daily trends in place here, either. Seasonally, winter is a better time than summer to conduct e-mail campaigns as Stewart posits that more people are indoors when the weather is colder, making them more apt to be checking messages.
Now, if you'll excuse me, I've got a raft of messages that need deleting.
For spam, as in life, timing is everything. Send a marketing email on Friday, and it's more likely to be read then than on any other day of the week.
At least so says a new survey by e-mail marketer ExactTarget that looked at 2.7 billion messages sent in 2005 as part of 230,000 email marketing campaigns from 4,000 organizations.
"When deciding when to send an email, organizations must consider their competition in the inbox," says Morgan Stewart, director of strategic services with ExactTarget.
And that competition is growing, which means that overall, less marketing email is getting read.
That's not surprising in light of a continuing onslaught of the bizarre and suspect: knock-off drugs, herbal versions of illegal drugs, spy cameras, instant debt remedies and, of course, the more salacious.
But those are just the shadier messages that slip through the filters. Companies big to small, international and domestic, would love to get a one-on-one audience with you, their favorite customer.
From new sales notices to virtual product catalogs to personalized reminders about gift-giving birthdays, email is a preferred channel for getting in touch with customers, thanks to its interactivity, speed and low costs.
But finding the right frequency between too little and too much contact is not easy. Stewart cited "list fatigue" showing declining open rates for companies that send e-mails consistently for more than a year.
Marketers being marketers, though, they're always adapting. Through culling their lists, changing the look and interactivity of campaigns, and hitting up late email adopters, they can do better, Stewart says.
These changes also apply to when campaigns are conducted.
Fewer companies sent marketing missives on Friday - only 14.3% of a week's e-mail traffic vs. the 24.5% that gets sent on Tuesday - making it easier to get a recipient's attention.
Success is reflected in click-through rates of 6.5 per cent on Friday vs. rates ranging from 6.1 per cent (Saturday and Wednesday) to 6.4 per cent (Monday and Thursday). Sunday, which logs the fewest e-mails sent, garners the highest click-through rate, 6.9 per cent.
There aren't just daily trends in place here, either. Seasonally, winter is a better time than summer to conduct e-mail campaigns as Stewart posits that more people are indoors when the weather is colder, making them more apt to be checking messages.
Now, if you'll excuse me, I've got a raft of messages that need deleting.
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