Wednesday Best Email Day in Q3, Late Afternoon Best Time of Day
by MarketingCharts staff
The best day of the week to send email in the third quarter was Wednesday, according to the most recent eROI benchmark study of email-campaign clickthrough and open rates (via Direct magazine).
According to eROI’s Q3 data:
The average open rate on Wednesdays in the third quarter was 25.4%, and the average click rate was 3.9%.
The second-best day for email was Monday, which had an average open rate of 24.7% and click rate of 3.1%.
The highest average click rate – 5.0% – was on Saturday, which had the lowest open rate, however: 18.7%.
The third-highest open and click rates were on Thursday: 23.6% and 3.7%, respectively.
Time of Day
As for the best time of day for open and click rates, during the heaviest email volumes (8 AM to 5 PM), there’s a marked upward trend as time passes, eROI said. That is, both open and click rates gradually increase:
From a low of 2.6% at 8 AM to a high of 6.4% at 4 PM (down to 5.2% at 5 PM), in the case of click rates.
From a low of 21.4% at 8 AM to a high of 34.1% at 5 PM, in the case of opens.
Benchmarks for various industries targeting consumers varied significantly in the third quarter, eROI found:
The travel & lodging category was No. 1, with nearly half of email subscribers (46.7%) opening their emails and nearly 10% clicking through.
Retail (brick and mortar) companies were at the back of the pack with a 19% open rate and a 1.6% click rate.
In between were gaming, e-commerce, clothing, sports, food service, entertainment, publishing – in ascending order.