MailerMailer recently released its latest “Email Marketing Metrics Report,” a study rich in data and based on 1.4 billion email messages sent last year. One of the most interesting topics for email marketers covered in the report is how scheduling affects open and click rates. The study takes a look not only at open and click rates by time scheduled, but also at the hours of the day when recipients were most likely to open the emails, as well as open and click rates by day of the week. Some interesting patterns emerge.
- Results have been adjusted to reflect the local time of the sender.
- Data concerning emails opened by time of day and open and click rates by time scheduled only take into account emails sent from US accounts. (Email metrics by day of the week don’t have those limits.)
- Click rate statistics exclude emails that did not contain links.
It’s also important to remember – as the researchers remind – that each list acts differently, so the results cannot be considered prescriptive.