Working Week Email - does it matter what day?
It is one of email's evergreen questions - what day of the week is best for sending email to my recipients? So we thought we would investigate the working week email habits of all of our clients (who shall remain anonymous). You can guarantee that these clients represent the Financial, Legal , Accounting, Consulting, Engineering, Real Estate verticals spattered with some other niche industries.
The emails analysed were newsletters, briefings, alerts, events and other promotional email communications.
In my book the only metric I am interested in is click rate. Views are for vanity, clicks are for sanity - and forwards are just plain charity!
Figure 1 - Working Week Email Sending metrics
Count of Title = number of email campaigns sent.
CTR% = Click to recipient or click through rate (total unique clicks / total recipients (minus bounces)
CTO% = Click to open rate (total unique clicks / total unique views)
1) Best time to send a campaign
This is a dangerous question as it is a bit of a self-fulfilling prophecy. The more you send at a certain time / certain day the more interaction you will get. Above is an image of work week email sending with some areas highlighted.
I don’t believe that time has much relevance – if there is good content people will look at it.
What I have done however is looked at how all of our clients (280) campaigns have gone in terms of clicking – you will want people to click on the email to gain usable information for the rest of your marekting and business development activities.
It seems that Monday and Tuesday are the most successful for clicking since August. Sunday also appears on there as quite a few clients target Csuite, MDs and senior staff on Sundays when they finally have a chance to relax.
Monday and Tuesday makes sense as people approach the week raring to go, raring for business.
Most individual clients I have analysed this year, however, show that most recipients respond to event invitations at the end of the week (as opposed to the beginning).
2) We would expect to see a CTR rate of 5%.
CTR stands for either (i) Click to recipient rate or (ii) Click through rate. This is the number of unique clicks registered divided by the entire mailing list (minus the bounced contacts). This is usually quite a low number but in B2B content marketing we see 5% as a fair number. Striving to better this, however is a must – the more clicks the more data.
In B2C email it is hard to determine what a good CTR rate is. 1% may be fantastic for a sales company where one click equals a click to purchase. In a mail list of 1mil people, that equates to quite a bit of revenue.
3) We would expect to see towards 20% CTO rate for B2B
(although this figure has been dropping to closer to 16% in 2014).
CTO is Click to Open rate – the number of unique clicks divided by the number of unique views. I.E. out of everyone who viewed the email, how many went on to click. This is a good indication of Call to Action (CTA) and content quality.
This metric should raise some internal questions - why is it high/low, how can we improve etc...
Recipients have taken the time to view your email so why are they/are they not clicking on your links - poor CTAs, too much content, hidden links etc...
The best advice I can give is to test, test, test then analyse, analyse, analyse. No two companies have the same set of contacts nor are they sending the same message. This is about how you and your contacts interact. Keep an eye on the metrics and you will gain an understanding of your recipients.