Similar to the 2010 holiday season, 78% of holiday email campaigns are being sent between midnight and noon (compared to 77% in 2010). Is this the best time to send? A recent Experian CheetahMail analysis indicates that it is probably not.
Lunchtime and afternoon hours present good opportunities to remind customers of deadlines and key offers. Looking at the performance of mailings with ‘urgency’ in their subject lines (including the words ‘limited’, ‘last’, ‘ends’, final’, ‘hours’, ‘left’, ‘today only’, ‘hurry’, or ‘urgent’), a recent Experian CheetahMail analysis finds that that campaigns sent between noon and 4:00pm make up 11% of the volume, but generate 15% of the revenue. A similar result is seen for campaigns sent between 4:00 and 8:00pm, which have 6% of the volume and 9% of the revenue.
What time are you sending?
What time are you sending? Consider running time-of-day testing, it’s not too late! Who knows what new revenue opportunity you may be able to find.
Experian CheetahMail tracks the holiday mailing activity of 385 brands that also mailed in the 2010 Holiday Season. All metrics are based on results 3 days from send.