A report from Informz suggests that small businesses using email marketing should focus on maximizing open rates by testing different times of day. According to the report, open rates for campaigns sent in the morning are 39.2 percent compared to 23.8 percent open rates for the average campaign.
For small businesses in different industries, the ideal times to deliver email marketing messages will change. While the Informz data demonstrates the effectiveness of sending content in the morning, testing different times and seeing which works best is critical for any SMB.
Moreover, any content marketing effort, whether email, social or otherwise, must be updated based on prospects engagement metrics with specific kinds of material. Failing to produce more of the articles or blog posts that generate the most interaction makes it difficult to drive the traffic, visibility and conversions typically named as marketing goals. Isolating ideal times for email blasts at the beginning of a campaign is a good starting point, but tailoring messages to the behavior of a target audience is even more important.
Best practices for email marketing are changing frequently, as more prospects access emails from their smartphones. ContentLEAD recently reported that 80 percent of consumers said they check their email before 8 a.m. from a handset.