Back to the June 2007 issue.

Interesting Email Statistics

(by Peter Bohenek, President)

We are always interested in sharing knowledge with our clients, friends and colleagues. Listed below are some interesting email marketing statistics. The sources for this information were eMarketer, Jupiter Research and the Direct Marketing Association.

Most Popular Days to Send
Tuesday (25.4%) is the most popular day of the week to send email messages, followed by Wednesday at 23.3% and Thursday at 18.3%. Bringing up the rear is Saturday at 0.9% and Sunday at 1.4%.

Email Send Times
Statistics show that 17.8% of all messages are sent in the 9 a.m. (PST) hour, followed by 12.6% in the 10 a.m. hour. For the third straight quarter, roughly half of all messages were sent between 8 a.m. and noon; and more than three-fourths between 7 a.m. and 4 p.m.

Open Times
Statistics indicate that 11 a.m. (PST) is the highest time period for recipients to open their email messages. For the period of 8 a.m. through 4 p.m., recipients opened more than 50% of messages, and roughly 75% were opened during the period of 6 a.m. to 6 p.m.

With 25%-30% of email messages sent between 9 a.m. and 11 a.m., it is not surprising that the 11 a.m. time slot is the highest open period. From a recipient perspective, U.S. West Coast recipients are checking emails before lunch, while East Coasters are back from lunch and catching up.

Wednesday is “Opening Day”
Wednesday is the most popular day for opening emails, followed by Tuesday. In Q3, 62.1% of emails were opened between Tuesday and Thursday, while only 9.1% were opened on weekends.

Wednesday’s open popularity is clearly driven by the “hangover effect” and results from nearly 48.7% of messages being sent on Tuesday and Wednesday. On Wednesdays recipients will open emails sent that day as well as the emails from Tuesday, the day they most likely received the highest number in their inbox. It is interesting to note that a significantly higher percentage of emails are opened on the weekends than are sent by email marketers on Saturday and Sunday.

Personalization
In a recent Jupiter Research Webinar, analyst David Daniels presented statistics that show personalization is in its infancy:

  • Only 4 percent of marketers personalized messages.
  • Of marketers who do personalize, 76 percent use five data points or less in the personalization process.

    • When and Where Online Users Check Their Email

    • First thing in the morning 41%
    • Right after dinner 18%
    • Right when they get home from work 14%
    • Right before they go to bed 14%
    • In the middle of the night 40%

    Source: eMarketer

    We hope that you enjoyed these stats! We find this information very useful when servicing our clients’ email marketing needs. Our goal is to help our clients, friends and colleagues achieve interactive marketing success. Please contact us to discuss email marketing or any of the information contained in this article.





Statistics Corner

Email penetration is at an all-time high of 91 percent among Internet users between the ages of 18 and 64, as reported by eMarketer.

In the US alone, 88% of adult Internet users have personal email accounts. Further, 46% of them have email access at work. Added together, eMarketer estimates that 147 million people across the country use email almost every day.

A MarketingSherpa study found 78% of business email marketers and 69% of consumer email marketers still think that email marketing is effective, and its impact continues to grow, either “slowly” or “significantly.”

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