I posted this last night but it got deleted in our server move (which is still in process). I’m sure I wrote this differently but here’s today’s creativity.
The question of when to send out an email or e-newsletter is definitely one everybody has an opinion on. Now we have some interesting research from Exact Target to help us decide. Guess what. It’s Friday. Of all days. I wouldn’t have thought so but . . .
Emails sent on Friday had the highest average open rate in 2005, according to the 2005 Response Rate Study by on-demand email service provider ExactTarget. The most comprehensive study to date includes data collected during the 2005 calendar year from more than 4,000 organizations, 230,000 email sends and 2.7 billion email messages.
“ExactTarget’s 2004 study asserted that there is no such thing as a universal best day to send email, and we still hold this view,” said Morgan Stewart, director of strategic services at ExactTarget and author of the study. “The results of our 2005 study show that organizations still must conduct their own tests to determine which day of the week works best for them, but all organizations should consider Friday and Sunday as viable challengers.”
According to the study, Friday had the highest average open rate for 14 months straight – from October 2004 through November 2005.
Sunday had the year’s highest average click-through rate, or number of times someone clicked on a link in the email, followed by Friday. However, Sunday was a consistently low performer for open rates. (Full Release)
Check out their blogs on Email Best Practices and Email Deliverability Tips.