It’s the end of the week. You’re ready to disconnect from the always-connected work world you inhabit Monday through Friday. And the last thing you want to do is open more emails, right?
According to new information about global daily email click rates, Friday may actually be the best day to connect with current or prospective customers via email marketing.
Fresh industry data suggests that Friday’s worldwide marketing email click rate is now 4.9%. In fact, a recent study found that email inboxes attract the bulk of marketing messages on Tuesdays.
Survey details highlighted back in October by eMarketer indicate that 17.9% of a week’s worldwide marketing emails were sent on Tuesday. 17.3% of emails are sent Thursday, followed by 16.6% on Monday.
So where does that leave Friday?
“For a more effective strategy, marketers might want to consider focusing more on Friday over Tuesday,” the report cautions. “Out of the five days of the work week, marketers sent the fewest number of emails on Friday—just 14.9%. Consumers, however, were highly responsive on the last day of the work week. They opened a whopping 19.6% of Friday marketing emails, giving that day the second highest email open rate of the week.”
Following a thorough analysis of billions of marketing emails, a recent study found that more than half of all conversions (56%) produced by these emails took place on a tablet.
Desktop has long been considered the favorite of email marketing, but as more consumers than ever flock to mobile devices, it seems only natural to see a shift in these numbers. And, for email marketers, it’s vitally important to keep this in mind when creating email campaigns, which all but require optimization for the mobile screen today.
Researchers have found that it’s the larger size of the tablet screen and the device’s general portability that make them ideal for reading email. Unlike smartphones, which may have a screen too small to effectively display marketing emails, much less the webpages they link to, tablets offer plenty of screen real estate to accommodate these emails.
In terms of the most popular platforms, Apple reigns supreme when it comes to how many marketing emails are opened. 82% of all opened emails on tablets take place on the iPad.
Less than one percent of purchases are made on Android-based tablets, even though Android smartphones account for 41% of smartphone sales.
With the holiday shopping and marketing seasons now upon us, targeting email for the tablet screen is a must for email marketers hoping to have their messages read and acted upon in a hurry.
If there were any doubts before, the time to dispatch them is now.
Consumers the world over are using their mobile devices to check and respond to email in numbers previously unimaginable. Today, nearly two-thirds (65%) of marketing emails are opened on mobile devices.
Citing the latest industry data showcasing the muscle of mobile in email marketing, Matt Southern of Search Engine Journal says a mobile marketing strategy “is not just something that’s nice to have, it’s a necessity.”
“If your business regularly sends out emails they need to be optimized for mobile,” he asserts. “But even more important than that, if you link back to your site in the email you better be linking back to mobile friendly pages so you’re not turning away customers.”
The rate of mobile email opens is expected to climb further in the coming years on the back of smartphone shipment momentum across the global landscape.
Just today, the latest research from Strategy Analytics‘ Wireless Smartphone Strategies service revealed that global smartphone shipments grew 41 percent last year to reach a record 990 million units in 2013.
Social media may be hot, but for digital marketers, email remains the gold standard. And that’s not poised to change any time soon.
According to the findings of a new survey highlighted this week by Digital Trends, email (especially email optimized for the mobile screen where a majority of people now read their email) is substantially more effective and influential than social media’s most gargantuan players.
“Despite Gmail separating promotional materials into their own separate tab, email still kicks all others forms of contact’s butt when it comes to attracting new customers.”
So exactly how much more effective is email marketing than social media marketing? The numbers suggest that email works almost 40 times better than Facebook and Twitter… combined.
“People who click on emails are three times more likely to buy something than people who click through from social media, and when they do decide to make a purchase, the email group tends to spend more money,” the new report reads.