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THE BEST DAYS AND TIMES FOR EMAIL MARKETING


$44.25

1

the average return on email marketing investment for every $1 spent

4.3 billion

2

estimated email accounts by 2016. In 2013, there were 3.6 billion accounts

INSIDE 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Welcome Letter Introduction Opens / Day Best Days for Opens Click-Throughs / Day Best Days for Click-Throughs Opens / Time of Day Best Times of Day for Opens Determinations Best Practices Call to Action Sources About RedBase Interactive About SalesStaff

40%

3

of B2B marketers rated the leads generated by email as high-quality

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welcome > from DAVID BALZEN

Dear W

Reader,

elcome to the first whitepaper assembled by Red Base Interactive, The Best Days and Times for Email Marketing. This whitepaper represents a compilation of research that draws from credible sources who have answered the question: What are the best days of the week and times of the day to send B2B email marketing campaigns to maximize results?

But answers to marketing questions like these are a moving target. Why? The answer is simple. Marketing, at its core, is governed by the behavioral responses of people, which are always in flux. So what we’ve done in this piece is cited trustworthy sources, amassed some fascinating statistics, and presented it to you here in an easily-digestible format. B2B email marketing is always evolving. It has gone from an art to a science. The landscape is wrought with challenges – from deliverability to messaging to list development and beyond. But the one constant is recipients. In order to have a successful campaign, it starts with a great list of recipients – whether it’s a list of subscribers you’ve culled organically or a list of potential buyers that you’ve acquired from one of the myriad sources of contact data.

B2B email marketing is always evolving. It has gone from an art to a science. Red Base Interactive has been one of the market leaders in providing high-quality, low-cost B2B contact data to marketers the world over. We know all too well that the list is critical but, as members of the sales and marketing community, we know of the subtle nuances that will make an email marketing campaign thrive or flop. We share some of that experience with you here and wish you the best on your way to email marketing success. Regards,

David Balzen CEO, SalesStaff

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email marketing > introduction

Over the last decade, B2B email marketing – and the data used to fuel those campaigns – has become a cornerstone to any great marketing program. In fact, many companies have an entire position or department dedicated to deal with the complexity of today’s email marketing challenges. Why has email marketing become a standard spoke in the B2B marketing wheel? What are the best days of the week and times of the day to send B2B email marketing campaigns to maximize results?

19%

10%

of all emails received in 2012 was spam

the amount email marketing spending grows every year

64%

13%

of decision-makers read their email via mobile devices

percentage of leads generated through email in 2013

69%

138%

say too many emails is the reason they unsubscribe

increase in spending by people who buy products marketed through email

2

5

7

4

4

6

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email marketing > opens > days

The first goal of any B2B email marketing campaign is to get eyeballs on your carefully-crafted email. The worst thing that can happen is that you spend time and resources to choose your format and your words correctly. You draft and redraft trying to find the perfect formula that will hit home with your audience. Then you push send and ‌ crickets. Open rates by day can be such a volatile statistic but there are some reputable sources that have put together data on the best day of the week to send a B2B email marketing piece. On the next page you will find a table reporting from these sources what the best day of the week to send B2B email marketing is, compiled from data on billions of emails sent. You will also find a final ranking based on these statistics.

Let’s do a little exercise. From your experience (or simply guesstimating), rank the best days of the week for email marketing from 1 to 7, and see how you stack up on the next couple pages: 1. 2. 3. 4. 5. 6. 7.

89

9

billion

business emails are sent every day by workers worldwide

So ...

What is the best day for B2B Email Marketing Opens?

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email marketing > opens > days

We looked at statistics found around the web concerning the best day of the week to get prospects to open your B2B email marketing content. From our experience, open rates, in general, are primarily a function of:

(1) How attractive your subject line is (2) Overall deliverability

If you find your emails are falling in to junk folders, naturally you will experience lower-than-normal open rates, no matter what day of the week it is. But all things equal, let’s take a look at what the data shows: SOURCE EROI, Inc. Ignition Gather.com ecreativeim.com MailerMailer MarketingVox

MONDAY 33% 25% X

TUESDAY 36% 27% X X

WEDNESDAY 15% 26% X X

X

X

THURSDAY 5% 24%

FRIDAY 7% 28%

SATURDAY SUNDAY 1% 3%

X

We took the data above and applied a ranking system that assigns points to the findings, with 1 representing the best days to send email and 5 representing one of the worst days to send B2B email marketing:

SOURCE EROI, Inc. Ignition Gather.com ecreativeim.com MailerMailer MarketingVox TOTAL

MONDAY 2 4 4 1 4 4 19

TUESDAY 1 2 1 1 4 1 10

WEDNESDAY 3 3 1 1 4 1 13

THURSDAY 5 5 1 4 4 1 20

FRIDAY 4 1 4 4 4 4 21

SATURDAY 5 4 4 4 4 4 25

THE FINAL RANKING > OPENS > DAYS

1.

TUESDAY

6

2. WEDNESDAY 3. MONDAY 4. THURSDAY

5. FRIDAY 6. SUNDAY 7. SATURDAY

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SUNDAY 5 4 4 4 1 4 22


email marketing > click-throughs > days

The second goal of your email marketing campaign is to inspire action in the form of prospects clicking through to your website or landing page. A high openrate and low click-through rate indicates that you a master at constructing subject lines but your content is somewhat lackluster. Think about it. Business people receive hundreds of emails every day and the emails are all competing for their attention. What can cause your carefully crafted email to rise above the rest of the smog and incite action? There are a number of studies that cite contributing factors to improving click-through rates, with the most powerful being:

Personalization of the email content Relevance of the offer to the recipient Clear call-to-action Compelling call-to-action

All of these are indeed important and just as important is the timing of your email. Are you sending email marketing campaigns on traditionally busy days? What are the best days for email marketing click-throughs? Is there a pattern?

So ...

What is the best day for B2B Email Marketing Click-Throughs?

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158%

10

increase in click-through rate in emails with social sharing buttons


email marketing > click-throughs > days

Millions of emails are sent every day, and a few firms compiled information specific to B2B email marketing campaigns on the correlation between which days of the week the email was sent and the corresponding click-through rate. Of course there are a number of factors that contribute to click-through rate, like the quality of content or offer contained in the email, but holding all other things equal, this is what the data shows from reputable companies Ignition, MarketingSherpa, and eCreative: SOURCE Ignition MarketingSherpa ecreativeim.com

MONDAY 5% 4%

TUESDAY 15% 3%

WEDNESDAY 8% 5%

THURSDAY 19% 5% X

FRIDAY 10% 4% X

SATURDAY x 2% X

SUNDAY x 2% X

SATURDAY 4 4 1 9

SUNDAY 4 4 1 9

When we apply a ranking scheme to the data above which assigns points to the findings, with 1 representing the best days to send email for click-through rate and 5 representing one of the worst days for click-through rates, we get the following: SOURCE Ignition MarketingSherpa ecreativeim.com TOTAL

MONDAY 4 2 4 10

TUESDAY 2 3 4 9

WEDNESDAY 4 1 4 9

THURSDAY 1 1 1 3

FRIDAY 3 2 1 6

THE FINAL RANKING > CLICK-THROUGHS > DAYS

1.

THURSDAY

8

2. FRIDAY 3. TUESDAY 3. WEDNESDAY

3. SATURDAY 6. SUNDAY 7. MONDAY

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email marketing > opens > time of day

Timing is so fickle in the context of which time of the day to send your email marketing campaign. Obviously, you want to give your email the best chance to succeed. You’ve crafted an awesome email, culled a database to send it to, and now the last remaining mechanics are which day and what time. We’ve given you some insight on the previous pages of which days might be best for success, but is there data to support which time of the day might be best? Indeed there is. The best time of the day to send email marketing campaigns can be so volatile. People are busy … but when are they least busy, on the average? When are they most likely to open your email and give it a look?

64% 7

of recipients open emails on subject line alone

So ...

What is the best time of day for B2B Email Marketing Opens?

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email marketing > opens > time of day

We understand that there are a lot of variables when we talk about time of the day to send email marketing. Firstly, are we talking about the recipients’ time zones or the sender’s time zone? The statistics below pertain to the sending time zone from companies in the United States. So it’s a mix of data from all four mainland time zones, but a pattern emerges from the four sources that reported best times of the day to send email marketing campaigns:

SOURCE ProfitWorks EROI, Inc. ecreativeim.com MailerMailer SmartFocus Digital B2B Marketing Mag SalesStaff LLC TOTAL

12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X 1 2 2 2 2 2 1 2 4 4 4 4

SOURCE ProfitWorks EROI, Inc. ecreativeim.com MailerMailer SmartFocus Digital B2B Marketing Mag SalesStaff LLC TOTAL

12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 X X X X X X X X X X X X

2

2

1

1

1

1

1

1

1

THE FINAL RANKING > TIME OF DAY

1.

8 a.m.

1.

9 a.m.

1.

10 a.m.

1.

11 a.m.

It’s a tie! The data unequivivocally supports that the morning hours tend to be best for email marketing opens.

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1

0

0


email marketing > determinations

As email marketing becomes a critical leg of Marketing departments at B2B companies, it is increasingly important to maximize the results marketers may realize from their efforts. It’s an interesting irony. Marketers spend so much effort on the details of email marketing – the subject line, the content, the day and time to send – yet they want their final piece to flow and seem effortless. There are numerous factors to consider: Fancy HTML email vs. conversational text email Segmented database of recipients vs. spray-and-pray email marketing Here, we’ve touched on just one of the key components of successful email marketing – timing – and here’s what we’ve determined. Mid-week days tend to be better for email marketing opens, most specifically Tuesday and Wednesday.

In an interesting dichotomy, though Tuesday and Wednesday may be best for email marketing opens, Thursday and Friday are best for click-throughs.

The morning hours tend to be best for email marketing opens.

There are definitive conclusions brought about by the data but ultimately, you have to determine the success formula for your email marketing efforts. For some best practices, keep reading.

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email marketing > best practices

Email marketing is evolving and innovating at breakneck speed. There are a number of best practices we’ve uncovered to increase email marketing success. Procure the best possible database for your prospect universe. Ultimately you want to embody your entire prospect universe in a database and be diligent about keeping it up to date. You may build a database organically, but in today’s competitive environment, you may be best served purchasing a database from a reputable vendor. Always be experimenting with unique subsets of your segmented database. There may be pockets of certain titles or industries with which a message resonates more than another. Hone in on these nuances and chop up your database as you see fit. Use less than 3 typefaces. Too many fonts in the body of your email make it appear cluttered and present a certain cacophony to the eyes. Keep the Call-to-Action at the Top of the Email Body. If you use a fancy HTML version of your email, keep the primary call-to-action above the fold. Research shows that if the main call-to-action falls below the fold, up to 70% of recipients won’t see it. Any call-to-action should be restated at least three instances throughout the email. If You Use HTML Formatting, Keep Your Email 500-650 Pixels Wide. Quite simply, if your email is wider than 650 pixels, then you’re expecting users to scroll horizontally to read your entire message. Don’t do that. Write Compelling Subject Lines. A decent subject line should contain less than 50 characters. It should also create a sense of urgency, whether with ambiguity or by sheer force. Closely Tie Emails to Landing Pages. In terms of headline, copy, and content, your landing page should mirror the body of your email. Make certain you’re employing tracking tools to see which emails and landing pages performed better. The Old 5-Second Test. Send a copy of the email to a friend or colleague to ascertain: Can they quickly tell what your call-to-action is? If so, you’re in good shape. If not, keep at it. Also, ask them for feedback on the format, look and feel, and be prepared to adjust. Determine the Best Practices Specific to Your Business. The timing, content, subject and frequency of your emails are all variables that contribute to your email marketing success and they may be unique to your business. Initiate A/B testing on all facets of your email – subject, body, callto-action, database.

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For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best. 11

11

22.2% The increased likelihood emails with personalized subject lines will be opened.

58%

12

The open rate for emails with Subject lines fewer than 10 characters long.

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email marketing > call to action

Has this report inspired you to maximize the results you realize from your email marketing efforts? REDBASE INTERACTIVE can provide your organization with an accurate database of contacts complete with email addresses to fuel any email marketing campaign.

visit

www.

redbase-solutions .com/freesample for a complimentary database sample

more info more info

877-469-1503

info@ redbase-solutions.com

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email marketing > sources

1 > Experian 2 > The Radicati Group 3 > Software Advice Survey 4 > Forrester Research 5 > TopRankBlog 6 > Hubspot 7 > Chadwick Martin Bailey 8 > Convince and Convert 9 > Mashable 10 > GetResponse 11 > Adestra 12 > SalesStaff LLC

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email marketing > about us

ABOUT

RedBase Interactive Our Company has quickly earned a reputation as a trustworthy partner that always demonstrates its value in practice. As the Company has grown, we have focused on maintaining our reputation as one of the industry’s leading providers of accurate Decision Maker Data, while at the same time providing excellent customer service. For many years, Red Base Interactive has provided a comprehensive solution to marketing executives that allows them to connect with a relevant Our customer base has audience.

aggressively grown since our inception and includes some of the world’s largest companies.

Red Base Interactive has been subsequently advanced and expanded as we continue to have presence in many new markets. Our proprietary technology has allowed us to stay current, as well as competitive, by providing well-kept accurate data contacts. It is this proprietary technology as well our commitment to continual improvement that has enabled us to stay competitive with pricing, while providing a wellrounded customer experience.

Our customer base has aggressively grown since our inception and includes some of the world’s largest companies. We also remain strong in today’s startups and continue to have a big presence in helping small to medium-sized companies. We have focused on listening to our customers’ needs and responding by providing additional products and services. It is this sensitive ear to the customer’s voice that has enabled us to develop market focused databases, like our University and Technology Decision Maker list. Connect with one of our industry leading Decision-Maker databases. Get your message in front of the most senior level contacts of an organization and generate new prospects and sales activity fast!

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sales staff > about

ABOUT

SalesStaff Our company evolved from a 1990’s consulting practice that guided hundreds of CEOs and Entrepreneurs on the implementation of sales training, systems and processes; staffed thousands of sales people; and created branding, messaging and go-to-market plans for hundreds of hi-tech and B2B clients. Today, that experience is the foundation for a hybrid demand generation operation piloted by a highly experienced and talented team of sales leaders at SalesStaff LLC. More than 10,000 sales appointments and leads are generated annually for our clients. We are changing our industry in a better direction that leverages outbound prospecting, business intelligence, and a performance-based production model. The collective impact to client sales pipelines is more than a billion dollars of new sales opportunities entering funnels every year.

Our Services

SalesStaff provides high-level appointment setting and demand generation services for business-to-business technology companies through the deployment and management of quota-based marketing programs. We research opportunities and successfully secure meetings with key executives and generate leads on behalf of our clients’ B2B sales teams to expand their sales pipelines and accelerate sales cycles.

What Our Clients Are Saying

An IT Security Client | ”In evaluating Demand Generation vendors, we found the pay-for-performance model offered by SalesStaff to be extremely attractive. Other per-month or per-rep models we evaluated didn’t provide a firm guarantee of results. So we were eager to work with SalesStaff, and have been more than pleased with the results.” A Managed Services Client | “What we liked most about working with the team at SalesStaff was the open communication we had throughout the course of the campaign. They were always available to discuss critical aspects of the campaign. In addition, they successfully developed a structured process to follow-up with key prospects.” A Workforce Management Client | “What I like most about working with the SalesStaff team is that they do what they say they’ll do.”

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RedBase - Email Marketing