Email campaigns may be getting a smaller piece of the marketing pie, but the format remains especially effective for communicating with loyal customers. A properly timed email campaign can also attract new customers and increase sales. Proper email arrival time, one way to boost campaign effectiveness, is the focus of a new study released by StrongMail and the findings may sway some marketers to change their practices.
In surveying over 743 business leaders, StrongMail reports that a majority, 80%, of marketers realize that timing the arrival of their email increases performance. But the majority of enterprises, 53%, are not taking the time to figure out when they should release an email blast. And 61% do not bother to segment their campaigns by time of day and target audience.
Marketers say the following benefits would come from using specific delivery times for email campaigns:
- More engagement 64.6%
- Improved ability to run time-sensitive promotions 52.4%
- Higher revenue 33.2%
- Better customer service 25.3%
Marketers are reticent to engage in improved email practices despite the 79.8% who say that they know performance would improve if they took such measures. Problems associated with determining an optimal delivery window range from general difficulty to encountering limitations with the service they are currently using to a lack of internal resources.
37.8% of survey respondents know that 24 hours after email arrivals, conversions drop. Another 19.4% say that they experience drops in conversions within 12-24 hours after arrivals. With over 70% of enterprises looking for more control over their email arrival times, it seems likely that they will begin to address these issues. Being able to target and segment arrival times for emails is one path to higher sales and a good use of the big data so many enterprises are now grappling with.[Source: Email Delivery Performance Survey 2012. Strongmail.com. Web. 16 Oct. 2012]