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Ever wonder if your fellow email marketers are all sending at the same time you do?
Convinced your open rate is too low (or amazingly high)?
Some recent statistics pulled from all AWeber users may help you answer these questions:
What Kind of Open Rates Are People Getting?
If you’re sending HTML emails, you probably use your open rate to help gauge your success.Even though it’s not a perfect measure of whether people are actually opening and reading your emails, it’s useful as a relative measure:
If it goes up over a short period of time, more people are probably reading
If it falls over a short period of time, it’s almost certain fewer people are reading.
So, here goes…
Average Open Rate Last Month: 13.6%
When Is/Was The Best Day To Send?
You’ll often hear (at least, I often hear) that Tuesday is the optimal day to send, because on Monday people are catching up from the weekend, and that on Tuesday morning you’ll have their undivided attention before they jump into their work for the upcoming week.Do the numbers back up that theory? Let’s see.
The breakdown of open rates by day of the week:
Monday
13.67%
Tuesday
13.21%
Wednesday
14.07%
Thursday
14.52%
Friday
13.25%
Saturday
12.09%
Sunday
13.26%
(While we’re breaking assumptions, I should point out this, too: the hour of the day that got the best open rate was not 8-9AM, or 9-10AM, but in fact 2-3PM Eastern Time — email newsletters sent during that hour last month enjoyed a 19.1% open rate.)
Does This Mean I Should Switch My Campaigns To Thursdays?
In a word: No.Don’t break with your readers’ expectations just to try to follow the latest day of the week stats. You might actually reduce your open rate by doing so.
In both March and February, Thursday newsletters got the 3rd-worst opens vs. the rest of the week.I hesitated a little to publish these stats, because I’m concerned that people might flock to sending their newsletters at the day or time that happened to get the best results lately.
Please, don’t drastically change your sending times/days just because you see that the average last month, or any month, happened to be higher on a different day or time.
Yes, you might eventually be able to shift your sending schedule, or split test some broadcasts, but if you up and move everything, you may throw off subscribers who are used to hearing from you at the usual time.
“It’s So Busy, Nobody Goes There Anymore”
To get at the other reason for not shifting your sending based on these stats, let’s paraphrase Yogi Berra (see above).If everyone switches their sending schedule to send on say, Thursday, then recipients will start getting a ton of email that day, and start paying less attention to each individual email.
One possible reason for Thursday’s success last month may be that it wasn’t as popular as say, Tuesday or Wednesday for sending email:
Percentage of Newsletters Sent by Day
Monday
16.0%
Tuesday
17.7%
Wednesday
16.9%
Thursday
16.6%
Friday
15.2%
Saturday
8.8%
Sunday
8.8%
My main point in showing these is to point out that our assumptions about what works are often quite wrong, and that you ultimately have to test for yourself to see what best suits your audience.
Some Inspiration… And Some Help
Are you getting better open rates than this?If so, GREAT! Give yourself a pat on the back…
…but don’t get complacent. Open rates aren’t the be-all, end-all of email metrics. They don’t guarantee that people are reading your emails, only that they have images turned on and that they probably saw your email for at least a moment.
Plus, there’s always room for improvement, right?
Some ideas that can help you raise your open rates:
Ask people to add you to their address books. Some email programs will display images from senders who are in the recipient’s contact list.
If you are putting pictures in your emails, use the ALT text for those images to pique readers’ interest in what the picture is, so that they enable images. Or, just directly ask readers to turn on images!
Add a picture of yourself to your emails, near/next to your signature. People like seeing your smiling face, and if they see it in one of your emails, they may be more likely to turn on images to see it again later.
Don't miss out on any of our articles on email marketing for our real estate investors in Kansas City and across the country, be sure to subscribe to the right of this post. Our article next week will talk about Confirmed Opt-in Myths - do you know what confirmed opt it is? When you subscibe to an email newsletter and it then sends you a confirmation to make sure you have opted in. This is the scoop that you need to know - will be posted next week.
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