Analysis and metrics, Blog

Email marketing case study: the best time to send an emailing III

22 September 2014 Comments Off on Caso práctico email marketing: la mejor hora para enviar un emailing III

This post is the third and final part of the series dedicated to when is the best moment, or the best time, to send an emailing. We will do so, as in previous cases, with a case study of one of the agency's clients. In the first post In this series we analyse the time evolution of opens in the 48 hours after sending two email marketing campaigns in order to determine the best times to send campaigns. We concluded that the best times were around 08:00, 15:00 and 21:00.. In the work we presented at the second case studyWe concluded that, for two different markets, the best times to send were at the beginning of the traffic trend changes: the first one was at the beginning of the traffic trend changes and the second one was at the end of the day, at the end of the day, at the end of the day, at the end of the day.09.00, 14.00 and 20.00 at the market Al, and l9 a.m. and 7 p.m. at Market B.
Here we present the exercise of determining the best time to send an email marketing campaign by analysing click-through times. The idea is to see at what points the "upward" inflection points start to occur over the hours and days of activity after the campaign. This is the same exercise we did in the first case study but applied, not to opens, but to click behaviour. This will give us an idea of the activity habits of our database, and from there we will be able to optimise the sending times.
evolucion_click
In this particular case, we launched the campaign on a Thursday at 17.00 hours. In the diagram we have marked the most pronounced trend changes in red. On the day of dispatch at around 20.00 the first one is produced, on Friday they are found between 08.00 and 09.00 and between 14.00 and 15.00. On Saturday there is more variability (weekend effect), with the same time slots as on Friday getting the highest number of clicks.
From these three analyses, it is clear that, in the Spanish market and in a B2C context, the best times to launch an email marketing campaign are 08.00 in the morning and 14.00 hours.