When it comes to optimizing your e-commerce email send-times, you can base your decisions on two things:
The more you know about your audience the better. However, in this article we’ll cover each tactic in depth to give you the best chance at high email engagement rates.
If your e-commerce shop is just getting started, or you don’t have any data on customer preferences, you can still optimize your send-time based off of industry-wide research.
Knowing the best time to send your email is crucial as the chance your email will be open and read drops by 50% after the first hour it’s sitting in an inbox.
Data from a study by Experian revealed the most successful times to send an email campaign are between 6-8 a.m.
Nearly 39% of businesses however use this morning window to send their campaigns.
You may risk being caught among a flurry of marketing emails if you send your campaign during that time.
However, it’s also popular for a reason—resulting in a bit of a catch 22.
How strongly you believe your email stands out can help you determine if the morning is the right time for you to send.
You could also split the difference and send your campaign at the next most popular window, between 8 p.m. and midnight.
An analysis by CoSchedule also found that Tuesdays, Wednesdays, and Thursdays are the most successful days for campaigns in regards to open and click-through rates.
The data we shared above is a great jumping-off point.
However, optimizing your campaign send-time based on audience preference will undeniably yield you the best results.
One of the best ways to do this is through an A/B test.
Test A would send your email during one window of time, like the morning. Test B would send that same email at a different time, say the evening.
From there, you can track which email performed the best, and favor the results when you schedule your next campaign.
In addition to testing the best time to send your campaigns, you can also use A/B test to find out:
Even the most subtle differences can make a big impact. In the example below from Snovio, simply changing the color of a button created a 13% increase in the campaign’s click-through rate.
One final tip we have for optimizing your email send-times is to pair it with a text alert.
Combining your email and SMS campaigns is one of the best tactics to supercharge your open and CTRs.
SMS has a 98% open rate, which is ideal for sharing bite-sized information and offers.
It can also be a great alert tool to encourage customers to head to their inbox to learn more about your offer.
With mobile opens accounting for 46% of all email opens, it’ll be easy for almost half of your recipients to take action on their texts without needing to switch devices.
When you merge the two marketing tactics you’re taking the best of both worlds to create the ultimate email marketing strategy for your e-commerce shop.