Got an email marketing campaign? Send it on a Thursday

The best day to send an email marketing message is a Thursday, according to an analysis carried out technology firm Responsys.

email_open_ratesThe company analysed what it said were a total of one billion email marketing messages, sent by 350 marketers in Australia.

Thursday was narrowly the day that delivered the highest open rate for emails, of around 22%. It is also the day when the most emails are sent. However, the day that delivers the highest clickthroughs once an email has been opened is Tuesday, with about a 9% clickthrough.

Excluding the weekend, the days delivering the worst open rate are Mondays and Fridays. Friday also delivers the lowest clickthrough rate.  

email_open_rates_2010_2011The study – titled The Big Australian Report – also suggests that the last four quarters have all seen a noticeable decline on the email open rate on messages compared to 12 months before.

However, it also indicates that where messages are opened, the click through rate has actually increased slightly.

During the last year, the number of marketing emails sent is estimated to ahve gone up by a third, while the number of individual marketing campaigns has more than doubled, Responsys‘ report suggests.


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