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Emails Scheduled for Off-Peak Hours Perform Better

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Email inbox clutter seriously affects whether your email is opened … but email marketers can work around the overwhelming volume of messages readers receive to increase their open and click rates by scheduling emails during off-peak hours.

It sounds counter-intuitive but, according to MarketingCharts.com, MailerMailer’s latest U.S. Email Marketing Metrics Report surveying almost 1 billion opt-in newsletter subscribers in 2015 showed higher open and click rates for emails scheduled in the evening and wee hours of the morning. The majority of subscribers aren’t opening the emails at the time they’re scheduled but are doing so during the work day and after-work hours. That puts those emails at the head of the queue, presumably the reason why they perform better.

The high open and click rates went to emails scheduled for 1-2 a.m., trended upward again at 4 a.m., and spiked at 6 p.m. Analyzing open rates by day of the week showed Monday as the highest and weekends the lowest. Click rates alone didn’t show any clear trend during any particular day of the work week but performed worst on weekends.

The report also showed higher click rates for emails:

  • Containing more links
  • When the message was personalized, but NOT both message and subject line (Interesting is that both message and subject line personalization had the lowest click rate)
  • With longer subject lines
Reference: Marketingcharts.com – US Email Open and Click Rates, by Hour Scheduled, in 2015

Also published on Medium.

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Paula Hill - Website Designer & Marketing ConsultantHi, I want to help YOU shine online!
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