Marketers Target the Magic Hour of Email

This is the time of year when marketers begin to obsess about email. Holiday ad campaigns are about to start and savvy marketers know emailthey can increase their revenue by sending out properly worded emails at the right time of day. According to SimpleRelevance research, email customization is key and part of customization involves delivering email messages to ensure that they arrive during the target audience's 'magic hour' of reading.

In general, consumers are opening their email throughout the day with men tending to do so a little more frequently than women, But, there’s a big difference between opening and clicking. SimpleRelevance researchers contend that 62% of customers do most of their clicking during a 1‑hour period each day. For men, that time frame is likely to occur between 4:00 a.m. and 9 a.m. The activity peaks at 9:00 a.m. when 13% of men click. Nearly as many women also click at 9:00 a.m. making that time period a magic hour for both genders. Clicking activity for women drops off after 9:00 a.m. but picks up again at 5:00 p.m.

Marketers can further narrow email release time by considering the target audience's income. Consumers with higher incomes, those earning over $150,000, are clicking through between 5:00 a.m. and 8:00 a.m. with nearly 12% clicking at 7:00 a.m. About 15% of consumers with incomes of less than $75,000 click through at 9:00 a.m. making that a peak hour. Later afternoon, 5:00 p.m. represents another peak time for about 5% of consumers of all income ranges.

Using big data, marketers can determine which customers in their lists are opening emails at specific times of day to ensure that promotions such as limited time offers return the highest return on investment for them.

To learn more about Email Ad Responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.