The average adult spends, on average, around 11 hours a day looking at a screen. According to Pew Research, more than 20% of those people admit to going online “almost constantly,” while the younger the person, the more time they spend online, with 36% of 18-29-year-olds spending more than double the amount of time online than those 65+.
As a brand, you can capitalise on this by reaching out to them using online methods, with the most effective of all being email.
With 58% of online consumers checking their email first thing in the morning, it’s obvious why email is so effective as a form of marketing.
Armed with this information, we’ve gathered together three trends to keep in mind when creating your next email marketing plan:
Days of the week and holidays matter
If you think about your own internet browsing activity, you’ll realise that you are more active online during certain days of the week and holidays. During November, the highest-trafficked day of the month is almost always Monday, as usage surges on Cyber Monday. In December, the two weeks leading up to Christmas always show the highest numbers as last minute purchases are made. Many retailers send out emails on Saturdays and Sundays as users were found to view 34.5% of their emails received on these days.
Timing is of the essence
Although the most popular days of the week vary depending on the time of year and holidays, traffic according to the time of day is much more consistent, irrespective of the month.
The most popular time to send emails is between 11am and 3pm, suggesting that email marketing is the most popular in the morning. However, during the holiday months, 1pm to 5pm was found to be the third most popular time to send out emails.
Night time is the least popular time so avoid this time unless you are targeting a particular niche of individuals, such as shift workers or party-goers exiting a club. Though traditionally you would be foolish to send out an email campaign at this time, with the prevalence of mobile internet browsing, it’s important to test different strategies to see what works best for you.
Brace yourself for Q4
Quarter 4 is always an overwhelming one, with an intense peak in the number of emails sent which often doubles the amount sent in the third quarter. Open rates are also much higher at this time of year (6%), so consumers are actually looking at their emails!
As a brand, you would be foolish not to send out at least a couple of email campaigns this holiday season! It may be the oldest form of online communication, but it’s one of the most effective when it comes to boosting sales!
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Here at 8 Ways Media we offer a wealth of advanced digital and marketing services to a broad international client base of more than 280 companies from across the globe. Offering the most creative, contemporary digital marketing solutions on the market, we are a company that delivers consistently exceptional results to businesses of every type and size. Whether you’re seeking bespoke website design and development services, innovative brand strategy solutions or technical services, we are the ultimate solution.
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