Email marketing case study: the best time to send an email III
Posted: Tue Dec 03, 2024 9:09 am
In this post we tackle the third and final part of the series dedicated to when is the best time, or the best hour, to send an email. We will do so, as in the previous cases, with a practical case of one of the agency's clients. In the first post of the series we analysed the temporal evolution of openings in the 48 hours following the sending of two email marketing campaigns chemical manufacturers email lists with the aim of determining the best times to send campaigns.We concluded that the best times were around 8:00 a.m., 3:00 p.m. and 9:00 p.m. In the work we presented in the second case study , we focused on the hours of the day when there were the highest number of sessions on the site. We concluded that, for two different markets, the best times to send were at the start of traffic trend changes: 9:00 a.m. , 2:00 p.m. and 8:00 p.m. in market A , and 9:00 a.m. and 7:00 p.m. in market B.
Here we present the exercise of determining the best time to send an email marketing campaign based on the analysis of click times . The idea is to see at what times the “upward” inflection points begin throughout the hours and days of activity after the campaign. This is the same exercise we did in the first practical case, but applied not to openings but to click behaviour. This will give us an idea of the activity habits of our database, and from there we can optimise the sending times. In this particular case, we launched the campaign on a Thursday at 5:00 p.m. In the diagram we have marked the most marked trend changes in red. The first change occurs at around 8:00 p.m. on Friday, between 8:00 and 9:00 a.m. and between 2:00 and 3:00 p.m. on Saturday, greater variability is perceived (weekend effect), with the same time slots as on Friday being those that obtain the highest number of clicks. From these three analyses, it can be concluded that, in the Spanish market and in a B2C context, the best times to launch an email marketing campaign are 8:00 a.m. and 2:00 p.m.
Here we present the exercise of determining the best time to send an email marketing campaign based on the analysis of click times . The idea is to see at what times the “upward” inflection points begin throughout the hours and days of activity after the campaign. This is the same exercise we did in the first practical case, but applied not to openings but to click behaviour. This will give us an idea of the activity habits of our database, and from there we can optimise the sending times. In this particular case, we launched the campaign on a Thursday at 5:00 p.m. In the diagram we have marked the most marked trend changes in red. The first change occurs at around 8:00 p.m. on Friday, between 8:00 and 9:00 a.m. and between 2:00 and 3:00 p.m. on Saturday, greater variability is perceived (weekend effect), with the same time slots as on Friday being those that obtain the highest number of clicks. From these three analyses, it can be concluded that, in the Spanish market and in a B2C context, the best times to launch an email marketing campaign are 8:00 a.m. and 2:00 p.m.