2 Takeaways for Marketers
Depending on a marketer’s specific campaign and program goals, testing a two-pronged deployment approach based on the above day of the week findings may dramatically improve engagement and conversion rates. For example, brands can consider the following:
- Weekday Success: By deploying more informative type campaigns on Thursdays, brands will stay top-of-mind to consumers, at a time when they’re most likely opening and clicking their emails. Thursday deployments excite consumers early on and help increase brand awareness through email.
- Win the Weekend: By deploying more promotional type campaigns on largely unpopular days like Saturdays and Sundays, marketers face less competition from other brands in the inbox. Considering Saturdays and Sundays already have the highest conversion rates for the week, deployments on these days that include strong calls-to-action will likely result in high engagement and conversion rates.
To reiterate, complementing an email schedule with two well-timed deployments during the week will drive engagement at the right time, on Thursdays, and conversions at the right time, on weekends.
When deciphering what day of the week to send on, it comes down to engagement and conversions. In order to go above and beyond and drive both engagement and purchases marketers should not just focus on a single success metric but instead consider a variety of factors to determine a winning day of the week deployment strategy.
For more day of the week performance, including day of the week metrics for 5 major industries, download Yesmail’s Q2 2016 Benchmark report . Trust me, it’s worth it!