Sources:

Science of Email 2014 from Hubspot and Litmus

Aberdeen Group

eMarketer

BtoB Magazine

Kissmetrics the science of social timing Kissmetrics the science of social timing (referencing Dan Zarrella and www.pure360.com)

Merkle – View from the Digital Inbox

Brought to you by Wine Glass Marketing, bringing clear direct strategies to wineries. www.wineglassmarketing.com.

Length of time consumers keep emails

Email sales happen immediately

Email has a shelf-life of 10 days on average.

less than one day

oneweek

onemonth

The more I email my list, the higher the unsubscribes will be.

Increasing your frequency has little impact on your unsubscribe rate. Actually, emailing more (up to a point) decreases your unsubscribes.

# of emailsunsubscribes

Emails should be sent Tues-Thurs.

Click through rates are nearly double on the weekend

10%

5%

0%

Sunday Wednesday Saturday

Email should be sent at 11am or 1pm.

23% of “consumer promotions” emails promotions” emails were opened during 7-10pm indicating that people wait until they’re off work to browse through personal email. The personal email. The second most active time to open emails is at the beginning of the working day from 6-9am, when people grab that first cup of coffee and go coffee and go through their inbox.

Primary email open times

AM PM

You shouldn’t email every month.

CTR is highest when emails are sent less than 4 times a month but they stay consistent when greater than 4x a month. Net: it is a highly personal metric and tied into your customer’s relationship with your brand, so try experimenting with your database.

0 1 2 3 4 5 ...

Ideal monthly email frequency

Email will just annoy my customers.

Email is preferred by 74% of all online adults

Phone

Email

Direct Mail

Text Message

Social Social Network

Other

4%

74%

12%

2%

4%

5%

Email is dead.

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States.

59% of B2B marketers say email is the most effective channel for generating revenue.

7 myths about email marketing timing