Use These Tactics to See that Email Marketing Still Works

BY Rachel Cagle
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Doubts that email marketing still works run rampant among brands nowadays. “Inboxes are full to bursting. It must be impossible to stick out among all that,” your client may think. True, every brand and their mother are turning to email marketing, but that’s because it works! Consumers react to worthwhile email ads. You just need to make sure they get opened and have the content consumers are looking for.

Use These Tactics to See that Email Marketing Still Works

What Time to Send Email Ads

The people who question if email marketing still works are often those who send out their email ads at times that don’t perform well. According to the 2023 Email Marketing Benchmarks by GetResponse, different hours of the day yield different results for open rates, click-​through rates and click to open rates.

Top Hours for Open Rates:

  • 4 a.m.: Emails sent at 4 a.m. have a 33.04% open rate
  • 5 a.m.: 31.48%
  • 6 a.m.: 31.29%
  • 6 p.m.: 29.76%
  • 8 a.m.: 28.95%

Best Hours for Click-​Through Rates:

  • 6 a.m.: Emails sent at 6 a.m. have a 3.42% click-​through rate
  • 6 p.m.: 3.36%
  • 5 p.m.: 2.74%
  • 7 p.m.: 2.42%
  • 4 p.m.: 2.37%

Top Hours for Click to Open Rates

  • 6 p.m. Emails sent at 6 p.m. have a 11.3% click to open rate
  • 6 a.m.: 10.93%
  • 2 a.m.: 10.74%
  • 5 p.m.: 9.5%
  • 7 p.m.: 9.12%

Across all categories, the common denominators are 6 a.m. and 6 p.m. GetResponse says, “If you want to improve your opens and clicks, you’ll want to send your emails right before your recipients wake up or as they’re about to finish work for the day. At these times, the inboxes are usually less cluttered, and you’ll have a higher chance of capturing your audiences’ attention.” So, encourage your client to start sending their emails around 6 a.m. and 6 p.m. for better results.

What Days to Send Email Ads

Across all categories (open rates, click-​through rates and click to open rates) there is a clear winner, according to GetResponse. Tuesday. Tuesdays are the best day for higher engagement with email ads, followed closely by Thursday and then Monday, Wednesday and Friday are almost neck and neck for third. Whatever you and your clients do, don’t send email ads on weekends. No one cares about emails on days they want to relax. If you’re trying to convince your client that email marketing still works, encourage them to send their next few emails out at either 6 a.m. or 6 p.m. on Tuesdays.

Send Fewer Emails

Consumers severely doubt that your client has anything to say that warrants a ton of emails to be sent out every week. So, according to GetResponse, only sending out one newsletter per week is the way to get the highest open rate and an above average click-​through rate. One to two email newsletters is the sweet spot for proving that email marketing still works, so push quality over quantity for your client’s next campaign.

What Types of Emails to Use

Not all email types are created (or perform) equal. RSS emails perform better than the rest by far:

  • RSS: 44.54% open rate, 7.24% click-​through rate, 16.24% click to open rate, 0.05% unsubscribe rate, 0% spam rate, and 0.8% bounce rate
  • Autoresponder: 35.91% open rate, 4.26% click-​through rate, 11.85% click to open rate, 0.21% unsubscribe rate, 0.01% spam rate, and 2.03% bounce rate
  • Triggered: 35.33% open rate, 3.69% click-​through rate, 10.44% click to open rate, 0.28% unsubscribe rate, 0.01% spam rate, and 4.97% bounce rate
  • Newsletter: 26.7% open rate, 2.13% click-​through rate, 7.98% click to open rate, 0.09% unsubscribe rate, 0% spam rate, and 3.27% bounce rate

So, if you’re looking to show your client that email marketing still works, try RSS emails. What are those? According to RSS​.com, RSS stands for Really Simple Syndications. Basically, an RSS feed collects the most up-​to-​date content for topics and websites you’re interested in and compiles the top results in an easy to read format. (Read more here.) So, your client’s emails feature the information on your client’s brand, products/​services and industry that consumers are interested in.

Your Client’s Target Audience and Emails

For more information on how your client’s target audiences respond to emails and what information they like to receive, check out their profiles on AudienceSCAN on AdMall by SalesFuel.

Photo by Maxim Ilyahov