Email Marketing: Insights & Trends

Updated January 13, 2023

An optimized email marketing campaign can make the difference of hitting a business’ revenue targets… or not. To help maximize your efforts in nurturing new sales leads or reselling to current customers, we looked to MailChimp as they are a champ at sending e-newsletters and email marketing campaigns. Based upon research data from 5.6 million campaigns and over 58 million mailing lists, here are some helpful insights and trends:

1. Best Time of Day for Emails to be Opened

Are you the type of person to open your emails when you begin your work day? I do, so I would have guessed that early in the morning, say around 8am, would have been the most active time of day for a prospect to open an email marketing message. Well, I’d be wrong. Actually most subscribers are likely to open them after 12pm, with the most active hours between 2-5pm. So if you want to increase your open rate, consider sending your message around noon so it’s closer to the top of the heap.

2. Best Day of the Week for Email Marketing Campaigns

There’s no surprise that most emails are sent between Monday and Friday. However, Tuesday through Thursday are the highest-volume days. We suggest that our clients test this out to find the best day for their business. Some find that sending their email marketing campaign over the weekend actually gets better results as their target client is still digitally connected and new messages stand out.

3. Subscriber Recency & Open/Click Rates

As you build your contact database and build customized email marketing campaigns, you’ll find the newest subscribers have the best open and click rates. Why? Cuz consumers are the most engaged and interested immediately after signing up. Over time, you’ll find open and click rates trail off.

4. More Links, Please

The more links you have the better your response. Statistics show that more links lead to more clicks. So, include lots of relevant links to your emails and newsletters.

What nugget or insight have you found while perfecting your business’ email marketing efforts?