Last week, I listened in on a webinar sponsored by HubSpot, that presented a lot of solid email marketing data which helps to answer some of the more burning questions that people seem to have when thinking about their email marketing like what day and what time is the best time to send a marketing email.
If you’d like to watch the webinar yourself, you can do that here: HubSpot: The Science of Email Marketing but I’ve included the highlights from the webinar here so you don’t have to listen to it if you don’t want to. This data was gathered based on trends and actual behavior of some 10 Billion – yes, Billion with a “B” – emails sent through the Mail Chimp email service provider.
Too often we think that there is a difference in the way we should market to another business than how we would to a consumer, but that may not be true. It turns out that 88% of people use the same email inbox for both business and personal use.
Based on those 10-Billion emails sent – click-through rates are much higher on Saturday and Sunday. (Yes, even business email.)
If you are mailing during the work-week, sending early in the morning increases both open rates and click-throughs. The best time to mail during the week is between 6 and 7 am, Eastern USA time. This time holds true for mailing on weekends as well.
The worst time to email is mid-morning on Tuesday. Most unsubscribes happen on Tuesdays. And, if you send emails late in the evening, say 11:00 pm or later, regardless of the day, this also increases your unsubscribes.
You need to make your emails so that they are easily readable on mobile devices such as smart phones and the iPad because more than 80% of business-to-business prospects and clients are reading their email these days on mobile devices. (This is why I have started sending all of my emails as text emails rather than fancy html like I always did before.) And this trend is likely to only increase. Start preparing for that now.
This surprised the hell out of me: The more links you put in your email, the more click-throughs you’ll get. I always thought just the opposite. It wasn’t clear, however, if this meant different links to different things, or the same link repeated several times going to the same destination. I will be testing this myself to see.
By including reference materials in your emails you build trust because you are backing up your words with legitimate researchable information. (That’s why I’ve put the link to this webinar in this post, so you can check it out for yourself if you want.)
There are a variety of subject line words that will trigger unsubscribes to your list: magic, reward, raffle, Christ, follow-up, coupon, discount, savings, 10%, 15%, etc. Use of these words in subject lines also account for the greatest number of reports of abuse to the spam police.
Subject line words that got the most clicks (opens) were posts and jobs, followed closely by survey, week’s, e-newsletter, issue, and other similar words.
Here’s another fact that surprised the hell out of me, too: If you are only mailing once or twice a month your unsubscribes will actually INCREASE! So, for all of you out there who worry so much about sending to your list too often, try emailing MORE often; at least once a week. If you are sending out high-value information, you’ll build name-recognition and people will enjoy receiving information from you no matter how often you send it.
DO THIS NEXT…
Your job now is to take this data and use it in your own email marketing strategy and measure the results you get. Yes, pay attention when you do anything like this. (You should be checking your email marketing stats no matter what already.) Look at your stats within a day after you’ve sent an email campaign. Most of your opens and click-throughs will happen on the same day you mail. Observe what’s happening over a period of time, make notes, then make new decisions based on what you learn.
If you take this information to heart and start using it in your own email marketing strategy, I’d love to hear what kind of results you get from your list. Come back here and post comments below.
All of your comments are always welcome. It is a great way for us to learn from each other.
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