Analysis and metrics, Blog

Case study: when is the best time to send an email marketing campaign I

8 September 2014 Comments Off on Caso práctico: cuándo es la mejor hora para enviar una campaña de email marketing I

In this post we analyse what is the time evolution within 48 hours of dispatch of two email marketing campaigns, carried out for one of our clients at the agency, with the aim of determining the best times to send campaigns. The first campaign was launched on a Tuesday morning at 09:00 and the second on a Thursday at 17:30. The following graphs show the results obtained.

martes_9

We are going to look at the inflection points resulting from a spike in openings after the initial peak (occurring between 3 and 6 hours after the posting). In the first diagram, corresponding to Tuesday's posting at 09:00 am, the opening spikes occurred around 16:00 and 22:00 on the same day, 09:00, 16:00 and 22:00 on Wednesday and 09:00 on Thursday.

jueves_17

The second diagram reveals that the upturns in the openings took place at around 22:00 on Thursday, 09:00, 16:00 and 22:00 on Thursday and 09:00 on Saturday..

In both cases on the day following the day of dispatch the time zone around 09:00 was the one with the highest opening time..

It should be borne in mind that the optimum is to be able to place our e-mail at the top of the inboxThis makes it more likely that your email will be opened by the user. Thus, the best time to deliver an email will be just when an "upward" wave of opens will start. From this analysis it is clear that the best times are around 08.00, 15.00 and 21.00 hours..

 Case study: when is the best time to send an email marketing campaign II