Late-Night E-mails Have Top Performance

Go figure: If you call late at night, you're likely to get more curses than revenue; but if you e-mail late at night, you'll reap the best response and profit. At least that's the finding of the recent Experian CheetahMail analysis of 4th Quarter 2012 e-mails. E-mails sent between 8 p.m. and 12 a.m. garnered higher open and click-through rates, more transactions, larger orders, and greater revenue per e-mail than e-mails sent at any other time of day. The improved performance of late-night messaging was dramatic: E-mails sent during the evening time slot averaged a return of 48 cents per e-mail, more than triple the overall average of 14 cents per e-mail. To read more about the study, see http://www.emarketer.com/Article/Want-Better-Email-Revenue-Send-Late-Night/1009771