E-commerce marketing: the best times to send emails


When starting a new business, timing is everything. This is certainly the case for e-commerce businesses, especially as digital consumers are more engaged than ever.

When a customer is informed about your business communications 24 hours a day, via email, social media and other channels, determining “smart timing” is somewhat complex. The best way to know when to send your marketing promotions depends on a variety of factors, including consumer behavior, segmentation, and the purpose of the email itself.

Why is it so important to set the timing? As you probably know, email marketing has a high return on investment (ROI). In fact, it’s possible to get a 4,300% ROI with a well-oiled email marketing strategy, especially if you follow industry best practices and focus on the customer experience.

Additionally, email marketing can increase sales, but the most successful campaigns need to consider timing – when a customer is most likely to click or make a purchase – for the best results.

First: segmentation and consumer behavior

Before determining when to send this email, it is important to determine whose you send it. Leveraging a data-driven marketing strategy to gather analytics is the first step in any sound plan. You need to know your target audience well before setting up an email marketing program that will get the best results.

That’s because different age groups, genders, and demographics all have different patterns of buyer behavior – a millennial shopper might not be as inclined to click an email before. 6 a.m. than a baby boomer, for example. Not only will collecting information about your target consumer help you understand the right time to send certain emails, it will also help you determine a specific message.

There are tons of resources to help you sort out the specific behaviors of your target audience. Forty-four percent of consumers in the United States and Canada check their personal email accounts between one and three times a day, and it’s still the preferred method of communication for brands.

This means that there will be several “prime times” during the day where you can send a carefully crafted campaign to their inbox. People are more likely to click on emails that contain a personalized discount or offer. You can leverage customer data, such as demographics or purchase history, to drive clicks, even when campaigns are sent at less than ideal times.

Let’s take a look at some very basic stats on when different consumer demographics engage in email campaigns the most. Young consumers aged 18 to 34 are more likely to read e-mail throughout the day and during their daily activities; three quarters of them say they check their inbox while watching TV and in bed.

Still, the vast majority of baby boomers prefer email communication over other types of marketing, so you don’t want to rule them out. Overall, campaigns get the highest open rates within an hour of sending, regardless of demographics.

The Best Days to Send Ecommerce Emails

Like other industries, ecommerce businesses are finding that the most successful email campaigns are sent out during the week, with Tuesdays and Wednesdays showing the highest open and click-through rates. It’s also important to keep in mind that consumer interest in marketing email drops dramatically on weekends, possibly because people are less likely to be interested in their inbox.

The Best Time to Send Ecommerce Emails

According to an Experian study, the most effective times to send an email campaign are between 6 a.m. and 8 a.m. and 8 p.m. until midnight on weekdays. But here is another important facet to consider. You need to target your primary consumer at a time when they’re not totally bombarded with email offers from other stores. So, shifting the time that you send your emails, for example 9am and 7pm, can help capture the full attention of your target customer.

Originally posted here.


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