Daniel Beulah

Finding Your Ideal Email Send Time to Maximize Relevancy

July 2nd, 2015

We get this question probably more than any other: when is the best time to send an email to customers?

The answer is that it is totally unique to your organization. There are many factors that could influence what your perfect send time is and the motivations of your customers.

Testing for the correct send time for your customers can increase the relevancy of your email campaigns and, in turn, increase your overall clickthrough rate. To discover your unique send time, there are two simple tests that you can perform that will focus your email campaigns to send on the best day, at the best time.

The first test you should run is a day of the week test.

 

Newsletter Day of the Week Test

Earlier this year we helped a tourism organization find out when to send its monthly promotional newsletter. To do this, we used Monday as the control and evenly split the traffic of newsletters to be sent each day of the week.

Based on the primary KPI, Opened/Delivered (open rates), the test had favorable results, and at least one treatment outperformed the control significantly.

However, the secondary KPI, Clicked/Delivered (clickthrough rates), had inconclusive results.

 

Primary metric — open rate: Monday was used as the control, and Saturday had the highest performing day with 5.5% relative difference with a 99% Level of Confidence (LOC).

Tuesday and Wednesday also outperformed the control with 3.8% relative difference with a 96% level of confidence. Tuesday, Wednesday and Saturday had statistically significant higher open rates than the other days of the week.

The remaining days —Thursday, Friday and Sunday — underperformed, though they had low levels of confidence. This indicates that there was little difference between these days and Monday open rates.

 

Secondary metric — click rate: Tuesday and Saturday have the highest click rates compared to Monday, though none of the treatments reached a statistically significant level of confidence.

Tuesday reached a 93% LOC compared to Monday. We cannot say conclusively that this day outperforms, though we may infer that it has the potential to do so. Saturday has a similar performance, with only 88% LOC.

Testing for open rate, the main metric measured by the team, validated that Saturday outperformed at a 5.5% relative difference to Monday. Tuesday and Wednesday also outperformed with 96% LOC. Test results show higher open rates on those particular days.

The main discovery for the marketers here was that emails that were sent on Tuesday, Wednesday and Saturday performed best. We decided to get more granular and test when, exactly, during those days customers would be the most engaged.

 

Time of Day Test

Our hypothesis was that the monthly newsletter’s open rate and clickthrough rate may be suffering due to the “time of day” it is being sent.

By sending the monthly newsletter at a time that presents less friction (due to work or personal distractions) for the ideal visitor, there will be a positive increase in the total clickthrough rate of the monthly newsletter.

The second test sent a total of 177,916 emails four different times a day — 8:00 a.m., 11:00 a.m., 3:00 p.m. and 7:00 p.m., but only on Tuesday and Wednesday.

The testing team decided not to test on Saturday due to organizational constraints. The first email was sent on Tuesday at 8:00 a.m. and was designed to be the control. Out of the 21,746 emails sent, it had an open rate of 4.83%. The traffic was split evenly during the test period between the control and the seven treatments by an average of 12.75%.

 

Results

We discovered that Wednesday evenings at 7 p.m. had the highest clickthrough and open rate — 16% relative difference compared to control.

Tuesday and Wednesday at 11 a.m. and 3 p.m. had high click rates. While Tuesday and Wednesday evenings at 7 p.m. had the next highest open rates and while Wednesday evenings at 7 p.m. had the highest click rate, it looks like Tuesday and Wednesday at 11 a.m. and 3 p.m. had the most consistently high click and open rates.

 

As we can see from what this company learned about its best send times, testing is a critical factor in helping your emails achieve the highest relevancy for your customers.

Email marketing has become a battle of time. Even the time it takes to scan an email for 20 seconds is precious.

Be conscious of the time your customers are choosing to spend with you by delivering emails right when they want to read them. Every organization’s send time will be different. With these two simple tests, you can find out your ideal send time.

 

You might also like

Email Marketing Timing: When is the optimal time to send your next marketing email? [More from the blogs]

Timing and Email Marketing: Sunday generated 23% higher clickthrough than Tuesday in test [More from the blogs]

Discover the Best Time to Send Email: 4 Test Ideas [From MarketingSherpa]

Infographic: Email open rates by time of day [From the MarketingSherpa blog]

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Categories: Analytics & Testing Tags:

Kayla Cobb

The Importance of Customer Centricity in Evolving A/B Testing

June 29th, 2015

When we talk about A/B testing, we often think about it on a test-by-test basis. While this singular focus is beneficial, it overlooks testing’s role as an ongoing system for optimization.

At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Lauren Wagner, Senior Manager, and Tessa Srebro, Lead Generation and Marketing Associate, both of VolunteerMatch, to discuss how to utilize A/B testing to constantly evolve programs.

Lauren and Tessa’s company, VolunteerMatch, is a nonprofit organization that is the world’s largest volunteering network. It also has an interesting funding model. The company sells a Software as a Service (SaaS) product to companies to help fund its organization and, so far, this model has generated almost $1 billion in social value each year through its work with nonprofits and volunteers. VolunteerMatch is also more than familiar with the benefits of testing, as evidenced by the subject line test it ran with MarketingExperiments.

Watch the excerpt below from the MarketingSherpa Media Center to learn how keeping up with current trends and thinking like a consumer can help evolve your testing and your company.

 

Keep up with current trends and your customers

Keeping up with current customer trends is one of the most important pieces of advice Lauren Wagner gave when asked how to keep a company’s A/B testing constantly evolving. Be sure that you’re keeping up with current trends in the marketplace, but don’t forget to take the time to learn about your customers.

Read more…

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Categories: Email Marketing Tags: , , , , ,

Ken Bowen

The Baskerville Experiment: Font and its Influence on Our Perception of Truth

June 25th, 2015

“Can we separate the form of the writing from its content?” – Errol Morris

“Is it ever possible to understand the meaning of a work of art as separate from the way in which we receive it?” – Lynne Conner

Source: The Pentagram Papers, 44th Edition

 

In the spring of 1980, Academy Award-winning documentarian Errol Morris (“The Thin Blue Line,” “The Fog of War”) first encountered philosopher Saul Kripke’s seminal book, Naming and Necessity. After reading the book, Morris became fascinated with the theory that words and our interpretation of them are singular manifestations of all of the individual characteristics (seen and unseen) that comprise them.

More specifically, Morris was consumed with the idea that typeface itself might have an innate power to influence our fundamental perception of truth.

“Yes, we read the word ‘horse,’” Morris wrote, ”but we also see the letters, the typefaces, the shape of the word on the page. Is this not part of the meaning? Do we more readily accept (as true) sentences written in one typeface rather than another?”

Read more…

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Categories: Ecommerce, General Tags: , , ,

Daniel Burstein

Value Proposition: Lessons from interviews with 50 business leaders

June 22nd, 2015

Marketing automation. Programmatic ad buying. Email personalization.

Advancements in marketing technology can power a successful brand, if …

… and it’s a big if …

… they are used to communicate an effective and authentic value proposition.

At Email Summit 2015 I sat down with Jose Palomino, Founder and CEO, Value Prop Interactive, and author of Value Prop — Create Powerful  I3 Value Propositions to Enter and Win New Markets, to discuss what value proposition means to your business.

 

The value proposition is “the core or central truth about whatever the offer is,” Palomino said. “And, most importantly, [the value proposition] answers this question — ‘why should anyone care?’”

Read more…

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Categories: General, Lead Generation Tags: , , ,

Andrea Johnson

Does Brand Help or Hinder Conversion? The answer is “yes”

June 18th, 2015

Does brand truly drive revenue for every company — even if it’s not Google, Nike or Apple — or is it just a marketing department’s raison d’ê·tre? Is it really as powerful as marketers think it is?

The latest MarketingExperiments Web clinic answers this question with (of course) testing. Be sure to watch it to learn why it’s critical to be thoughtful about how and when you use branding elements.

Consider this anonymized test:

Background: A regional marketing commission.

Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in [City].

Research Question: Which sign-up page will generate the most responses?

Test Design: A/B split test

 

The Plain and Simple Control

The Control was a landing page that encouraged people to sign up for a free guide.

 

The New and Improved Treatment

The Treatment added details — font, images and design — that better reflected the brand.

Read more…

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Categories: General Tags: , , ,

Kylie Davidson

Landing Page Optimization: An overview of how one site increased leads by 155%

June 15th, 2015

Simple, direct and bare. When your company and process is known around the world, a blank page with little competing content can not only work, but it can work really well.

Simplicity is key. Take a look at Google’s homepage:

 

What about new visitors? Imagine coming to this page for the first time, with little to no context of the company. What is this company? If I type something in that text box, for example, where will it take me?

Simplicity is not always a key to effective website optimization.

Leaders must grow comfortable with paradox and nuance. Clarity does not equate with simplicity.  Simplicity does not equate with easy.” — Flint McGlaughlin, On the Difference between Clarity and Simplicity.

Simplicity is the reduction of friction, but clarity is the optimization of the message. A simple message is not necessarily a clear message.

Take a look at a test we ran with a physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience. The goal of this A/B split test was to identify which microsite would generate the most total leads.

Check out the control below. Can you find the value proposition?

Read more…

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Categories: Landing Page Optimization Tags: , , , ,