Online marketing expert eROI, Inc., today announced the results of their Q3 2005 study on email deliverability and efficiencies. The eROI, Q3’05 study not only highlights the best day to send email, but also includes data about list size and management that can help marketers determine campaign effectiveness. Key findings of the Study show that read and click rates are the lowest during the middle of the week and the highest rates occur on Sunday and Friday, 30.8% / 7.2% and 27.0% / 5.3%, respectively.
“We are seeing this change in behavior because as we close in on the holidays, consumers are beginning to think more of how they are going to spend their money this holiday season,” said Ryan Buchanan, eROI President. “While we anticipate these stats to even out more as we come closer to December and through the new-year, this behavior shows marketers are getting an early start to secure consumer awareness.”
“This quarter, eROI takes a different look at day of the week stats. When looking at aggregate stats we see less dramatic changes in read and click statistics and they are not always applicable to large and small senders, added Jeff Mills, eROI Email Analyst and former Gartner researcher. We decided to take a look at day of the week statistics by list size which can be beneficial in determining campaign value.”
eROI eMail Study — List Size and Management Key Findings In terms of list size, findings indicate that for large distribution Monday through Wednesday are still the best days — posting a 32% increase in reads and just over twice as many clicks compared to the remaining days of the week. Small distribution start to see dramatic fluctuations in behavior and week day mailings become the prominent days emails are sent compared to smaller senders. This reaffirms eROI’s earlier research — that sending volume is inversely related to how reads and clicks are going to react with the one exception — Saturday.
Further, eROI found many expected themes with increasing list size — reads and clicks decline and bounce rate increases. The reasons for this are simply that of list management — larger lists require more maintenance and make individual accuracy more difficult and smaller lists are easily managed by marketing managers and business owners. Additional data includes:
— Micro-Mailers, those less than 5,000 recipients tend to perform
similarly – read rates in excess of 35% and click rates between 5 and 9
percent (with the weekend capturing the 8% to 9% and Tuesday through
Thursday at 5% to 6%) compared to averages across all senders of 27% and
4.4%. These Micro Mailers tend to be more intimate businesses and lower
volume/higher value based business models. Those which do not have large
prospect lists, but spends more time on creative, marketing plan, and
dollar per prospect.
— Small senders, those between 5,000 and 24,999 senders start to see
more dramatic fluctuations in behavior and week day mailings become more
prominent times email are sent compared to smaller senders. Average read
rates and click rates for this segment are 27.8% and 4.7%, respectively.
Again, Friday posts the best results at 31.2% read rate and 5.3% click
— Mid-size senders 25,000-99,999 notice wide swings in read and click
behavior with Monday and Friday being the most productive days for those
mailers both registering the highest percentage of reads on those two days
and clicks following suit (24.4%/3.85 and 26.4%/7.6%, respectively). On
Friday, reads register a 60 percent increase over the average (17.4% and
3.2%) for the week for those list sizes and clicks post a staggering 169
percent premium over the average for list sizes between 25,000 and 49,999
— Large senders Monday through Wednesday are still king with the highest
percentage of reads and clicks taking place on those days. Monday through
Wednesday post a 32 percent increase in reads and just over twice as many
clicks compared to the remaining days of the week. The one anomaly is that
list sizes of over 200,000 recipients see a large spike in read rates on
Saturdays, this is due to the fact that most of these lists are B2C and
target consumers when they are likely to make shopping decisions. List
averages for reads and clicks for large-volume senders are 9.8% and 1.1%.
This large drop is caused by a lack of reliable and on-going maintenance
among large lists.