October 29, 2012

Email open rates by time of day

To take a more quantitative dive into the question of timing email, GetResponse analyzed 21 million messages sent from U.S. email accounts during the first quarter of 2012 to determine the top result Open time, Click-through time and Recipients’ top engagement time.

Some of the findings:

- The really important finding was that all messages, no matter what time they were scheduled for, get most opens within the first hour from delivery (up to 23%).

- This means that if a message is sent too early (or too late) to top engagement times, it will miss the chance of reaching its maximum results. It simply cannot wait in the inbox for too long.

- The research confirmed that the subscribers are most engaged with their inbox content during the working hours: Scanning emails is the first thing they do when they start work — 8-10 a.m. Then, their inbox activity goes down, with the lowest results around lunch, and goes up again shortly before leaving work - 3-4 p.m.

- An interesting thing is that the average click rate also increases around 8 p.m., which might mean that this is the time when recipients read through their messages with more attention.

Get the full story (incl. Infographic) at MarketingSherpa