We have analyzed our email metrics from the past year and it revealed something interesting – Sunday is definitely not the worst day to promote launches. On Sundays the open and click rates were actually better than half of other days of the week. It ranks in the top three for open rates and is number one for for click-through rate. In our latest report you will find the full analytics, on which dates you should send more of your emails to get better conversions, and which days of the week is better to skip…
It’s Not Just Our Data
We found some interesting data that backs us up. A 2014 study by GetResponse and Dan Zarella found that opens and clicks were highest on Saturdays and Sundays. The data is based on an Experian email study and Dan Zarella’s book The Science of Marketing.
t’s not just a small difference. Saturdays and Sundays outperform other days by a dramatic amount. Something’s going on here.
Other Day Says Otherwise, Kinda
A report by MailerMailer shows that we may be off on open rates. The chart below shows that Sunday has a lower than average open rate. But, true to the GetResponse data, Sunday’s click rate outperforms the rest.
So What’s Going On?
Well, it’s safe to say that something’s up with Sunday. Why are people more apt to at click links in an email? There’s no definitive, scientific answer here, but we have some thoughts.
Like all marketers, we like benchmarks. Most of has have have been trained to send emails at the optimal day and time of the week. But, this means we’re all sending emails at the same time. This is usually between Monday and Thursday (see the chart below based on a study by Experian). More volume means more competition. More competition means it’s harder to get the attention of your target customer.
9-5 Ain’t What it Used To Be
With technology, working 9-to-5 Monday to Friday is a thing of the past. Traditional work schedules are changing. And so emailing people around a traditional work week structure may be the wrong way to look at things. Sunday, the day when we disconnect from our devices and our work, may be a myth.
It’s Sunday, I Have Time
During the week, people are busy. Yes, they may have time to open your email. But, that’s about it. Who cares about opens. We want action. On a Sunday, your customer may have more time to click and take action.
It’s Sunday, I’m Happier
Your target customer may just be in a better mood on Sunday. It’s probably a good time to send them an email.
The Annoyance Factor
Before launching a Sunday campaign, consider the annoyance factor. Receiving an email on a Sunday may be annoying to part of your audience. Are you bothered by a Sunday email from a colleague? Chances are you’d feel the same way about an email from a brand. Think hard about your audience and message before sending that Sunday email.
DO send on Sundays while everybody is taking a break, Sundays convert!
What do you guys think, do you send on Sundays? Leave your comment below.