The life span of a sent email or newsletter is short! GetResponse study revealed that 23.6% of opt-in emails will be opened within the first hour after they have been sent. 9.25% of emails are opened in the second hour and 6.33% are opened in the third hour.
The study also states that there is a correlation of launch time and the amount of opens and clicks. The average open rate between noon and 6pm is 10.61% where as the average click through rate of 2.38% occurs between the hours of 6pm and midnight. In consideration of the top engagement time of 3pm-4pm, one will find that the average CTR is 6.2% and averages at about 6.8% in total opens.
If you are a retailer, be considerate of the preferred online shopping hours of 6pm-10pm. Studies have found that 41% of retail email campaigns were sent between the hours of 2am and 6am, leaving your email to linger in bulk for the morning. Lastly, consider time zone differences when correlating an email marketing strategy. Email newsletters are the most effective messaging strategy for nurturing leads, don’t let it go to waste!
