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Best Days of the Week for Email Clicks and Conversions

Posted on 8.28.2016

Those in the practice of creating, analyzing, sending and optimizing emails have their work cut out for them every day as standing out in a recipient's crowded inbox proves more difficult each passing year. The benefits to engagement and revenue, however, are immense so brands keep at it - soaking in any research that can give them an edge, like the newest benchmark report from Yesmail.

In Yesmail's Q2 2016 Benchmark Report, the email and digital marketing company reveals data on which days of the week are best for key performance indicators (KPIs) across 7 billion sent emails. For example, Thursdays are best for engagement. Open rates for Thursday emails were 14 percent higher than the Q2 average. Similarly, their unique click rates were 41 percent higher, and their click to open (CTO) rates were 24 percent above average. Even so, Thursday conversion rates were among the lowest whereas emails deployed on Saturdays and Sundays resulted in conversion rates 60 and 40 percent higher than average, respectively (see image). Wednesdays, however, accounted for the highest average order value (AOV) at $118.62 for retail brands. 

"Based on this data, marketers may see best results by sending an initial email on Thursday and a follow-up over the weekend, but it's important to note that the best days to send emails depend on a number of different factors including a brand's industry, marketing goals, seasonal events, and more," said Michael Fisher, president of Yes Lifecycle Marketing. "Instead of looking at a single metric such as open rate or CTO, marketers should consider their brand's business objectives, marketing KPIs, customer purchase cycles and subscriber behavior in order to determine the most appropriate context and timing to reach their customers."

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