In today’s business world, email can seem like an antiquated way of getting your message across. But it is still an incredibly useful communications tool, even with the advent of social media and mobile alerts. Email is today’s version of the direct mail marketing piece we used to send via the U.S. Postal Service. With “snail mail,” you could only estimate how many days it would take for your newsletter to reach a client or consumer, and you’d mail something with that target date in mind. With email, however, you can pinpoint down to the minute when your e-newsletter will hit someone’s inbox.
Since we have such capabilities, it’s important to know the best time to send an email based on average open and response rates at different times. Email software provider GetResponse analyzed more than 21 million emails sent by its clients during the first quarter of 2012, and here’s what they discovered:
• More than 23 percent of all emails are opened within the first hour after they arrive. Within the second hour after delivery, the results drop by half.
• Most email messages – 38.7 percent – land in inboxes in the morning, between 6 a.m. and noon.
• The windows that show the most emails being opened is between 8 and 9 a.m., and between 3 and 4 p.m.
Obviously the best time to send emails is when you have the greatest chance of an email being opened and clicked through, if there is a link to your e-newsletter or website. Therefore, scheduling emails to land in the consumer’s inbox no later than at least 1 hour before top open times (8-9 a.m. and 3-4 p.m.) will get you the best results.
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