Greetings Dmncpa:
It's a long tradition in sales to schedule business calls on Wednesday
when possible, and on Tuesday or Thursday secondly. Monday and Friday
are usually discouraged because, on those days, it is said that
businesses are the least receptive. On Monday people are gearing up
for the week and on Friday they are gearing down and their minds are
on the weekend.
Regarding regular business mail by post, the site at
http://www.dirmarketing.com/dmginc/direct-marketing-articles/page46.html
suggests:
"The 'drop' day: - the day on which your letter arrives. The best day
for business mail is Wednesday, second best Tuesday and Thursday,
worst days are Monday and Friday. So always aim to mail out on a
Monday (if your local mail service is good enough!)"
And from an article about email titled "Best Day to Send? Ummm, Well
..." by Janet Roberts at
http://ezine-tips.com/articles/management/20020604.shtml:
"Data in its Email Marketing Trend Report, released Monday, says
recipients were more likely to click on marketing messages midweek and
on ads in email newsletters on the weekend. It also said, in an
interesting data nugget buried amid the statistics, that ads in email
newsletters got a higher click rate than those in marketing messages.
Tuesday through Thursday are the prime days to click, according to the
research, which numbers from DoubleClick's DARTmail marketing program
from Q1 2001 to Q1 2002."
In a marketing forum at
http://www.howtocorp.com/cgi-bin/webbbs_config.pl/noframes/read/1241,
a member states "I mailed out on Tuesday for years until reading the
"Confidential Internet Intelligence Report," which I think was from
AESOP. They claim that while more people will open an offer on
Tuesday, more people BUY on Friday. Friday is working ok for me."
Another message at the same forum states "I've always heard that
Friday's are bad for emailing offers as people are usually winding up
their work week and don't want to be bothered reading anything new.
Also, mailing over the weekend is not the best as many people don't
even check their mailboxes on the weekend. For that reason most return
on Monday to a bulging box so Monday is to be avoided due to
"information overload". I can't remember where I read this but I've
always heard mid week is best to get people's focus and attention."
***********
Regarding frequency of emailing, I located an excellent graph at
http://www.emaillabs.com/stats_deliveryfrequency.html The graph is
titled "Delivery Frequency Preferences of Opt-In Email Users
2000/2002" - one email per week tops the chart and one email per month
ranks second. Results of the study are from Forrester Research and
NFO Interactive.
You'll find an article titled "Frequency Matters" at
http://emailmarketing.searchfactor.com/emailmarketing_17.htm about
midway down the page. In it, the author offers the advice "One last
tip: Pick a publication schedule and stick to it religiously. When
you're on a schedule, your readers sense a rhythm. Not only does that
make it easier for them to connect with you, they will anticipate -
and, therefore, pay attention to -- your newsletter. There's a reason
the Boston Globe doesn't come out "approximately every day."
There are also many other links on that page that may be of interest
to you.
***********
A paid report "Email Marketing Metrics Guide" is available for $99
from http://www.intermarketgroup.com/email/email082002c.htm and it
contains:
Executive Summary
Charts and Tables:
Email Marketing Plans For 2002
12-Month Trend In Opt-In Email Open Rates
12-Month Trend In Opt-In Email Click Rates
Opt-In Email Activity Among Internet Users
Section I - Who Uses The Internet And Email
Charts and Tables:
1.01 Most Popular Online Activities At Home And At Work (2001)
1.02 Internet Users Who Send/Receive Email (2002)
1.03 U.S. Internet Population (1997-2006)
1.04 U.S. Internet Users Online In The Last 30 Days (2002)
1.05 Broadband Households In North America (2001/2003)
1.06 U.S. Mobile Wireless Data Subscribers (2002/2005)
1.07 Global Internet Population By Region (2002)
1.08 Breakdown Of Internet Population By Region (2002)
1.09 U.S. Internet Users By Gender (2002)
1.10 U.S. Internet Users By Household Income (2002)
1.11 Penetration Of Internet Access By Household Income (2002)
1.12 U.S. Internet Users By Age Group (2001)
1.13 Ethnic Background Of U.S. Internet Users (2001)
1.14 Education Of U.S. Internet Users (2002)
Section II - Email User Attitudes, Activity Trends, and Spam Filtering
Charts and Tables:
2.01 How Frequently Internet Users Check Their Email (2002)
2.02 How Frequently Internet Users Check Their Email (2001)
2.03 Sources Of Email Among Recipients At Home And At Work (2002)
2.04 Daily Email Volume Among Internet Users At Home And At Work
(2001)
2.05 Daily Volume Of Email Advertisements (2001)
2.06 Growth In Commercial Email Volume Per Internet User (2000-2006)
2.07 Consumer Exposure To Online Marketing Messages (2001-2006)
2.08 Delivery Frequency Preferences Of Opt-In Email Users (2000/2002)
2.09 Number Of Email Addresses Per Online Shopper (2001)
2.10 Applications For Which Online Shoppers Create Email Addresses
(2001)
2.11 Email Format Preferences Among Internet Users (2001/2002)
2.12 Internet User Attitudes Towards Rich Email Formats (2002)
2.13 Email Applications Used By Internet Users (2001)
2.14 Types Of Permission Email Received By Internet Users (2001)
2.15 Popularity Of Different Types Of Permission Email (2002)
2.16 How Do Internet Users Find Out About New Products/Services (2001)
2.17 How Recipients Respond To Email Promotions (2000/2002)
2.18 Reasons Internet Users Forward Email To Others (2001)
2.19 Average Opt-In Email Pass-Along Rate (2002)
2.20 Biggest Complaints About Permission Email (2002)
2.21 How Can Permission Email Marketers Improve (2002)
2.22 Growth In Volume Of Spam (2001/2002)
2.23 Share Of Email Filtered As Spam (2001/2002)
2.24 Growth In Spam/UCE Per Internet User (2000-2006)
2.25 Proportion Of Internet Users’ Email That Is Spam/UCE (2001)
2.26 Categories Of Spam Received (2002)
2.27 Spam Filtering Among U.S. Internet Users (2002)
2.28 Internet Users Who Delete Messages Without Reading (2002)
2.29 Internet User Attitudes Towards Spam/UCE (2002)
2.30 Internet User Attitudes Towards Marketing Emails (2002)
2.31 Internet User Attitudes Towards Spam/UCE (2001)
2.32 Spam Complaint Trends Among Email Marketers
2.33 Spam Complaint Trends Among Email Marketers By List Type
2.34 Spam Complaint Trends Among Email Marketers By Mailing Frequency
Section III - General Trends in Email Marketing Activity
Charts and Tables:
3.01 Objectives Of Email Marketing Programs (2002)
3.02 Primary Goal Of Email Marketing Programs (2002)
3.03 Objectives Of Email Marketing Programs
3.04 U.S. Email Marketing Expenditures (2000-2006)
3.05 Email Share Of Total Digital Marketing Budget (2000-2006)
3.06 Changes In Email Marketing Expenditures (2002)
3.07 Changes In Allocation Of Marketing Expenditures (2002)
3.08 Average Email Marketing Cost Per Conversion (2000/2001)
3.09 Estimated Cost Of List Appending (2002)
3.10 Amount Budgeted Annually For Email Database Hygiene (2001)
3.11 Accuracy Of Email Broker List Counts (2002)
3.12 Biggest Challenges For Email Marketers (2002)
3.13 Barriers To Expanding Email Marketing Programs (2002)
3.14 Performance Metrics Tracked By Email Marketers
3.15 Performance Metrics Tracked By Email Marketers (2002)
3.16 Most Commonly Used Marketing Activities (2002)
3.17 Effectiveness Of Selected Marketing Activities (2002)
Section IV - Opt-In Email List Building
Charts and Tables:
4.01 How Do Marketers Gather Opt-In Names
4.02 What Types Of House Lists Are Marketers Developing
4.03 Willingness Of Recipients To Opt-In To Email Lists
4.04 Concern About Privacy Of Personal Information Provided Over The
Internet (2001)
4.05 Internet User Attitudes About Registration And Privacy Statements
(2002)
4.06 What Information Will Internet Users Share (2002)
4.07 Benefits For Which Internet Users Would Exchange Personal
Information (1999/2001)
4.08 Popularity Of Different Opt-In Practices (2002)
4.09 Popularity Of Personalization Models Among Email Recipients
(2002)
4.10 Opt-In Rates From Select MarketingSherpa Case Studies
4.11 Internet User Opt-Out Activity (2002)
4.12 Opt-Out Rate Trend For Newsletters vs. Sales Alerts
4.13 Opt-Out Rate Trend By List Type
4.14 Opt-Out Rate Trend By Frequency Of Mailing
4.15 Average Opt-Out Rates (2002)
4.16 Effect Of Personalization On Opt-Out Rates (2002)
Section V - Email Marketing to House Lists
Charts and Tables:
5.01 How Many Marketers Have House Email Lists (2002)
5.02 Marketers Publishing Email Newsletters And Sales Alerts
5.03 Marketers’ Plans For Their Use Of Email Newsletters
5.04 Marketers’ Plans For Their Use Of Email Sales Alerts
5.05 Frequency Of Mailings To House Lists
5.06 Frequency Of Mailings To House Lists Among Consumer Marketers
5.07 Frequency Of Mailings To House Lists Among B-to-B Marketers
5.08 Frequency Of Mailings To House Lists Among Mixed Audience
Marketers
5.09 Open Rate Trend For House Lists 5.10 Open Rate Trend For
Newsletters vs. Sales Alerts
5.11 Open Rate Trend By List Type
5.12 Open Rate Trend By Frequency Of Mailing
5.13 Average Open Rate For House Lists
5.14 Average Open Rate For House Lists By List Type
5.15 Open Rates For House Lists From Select MarketingSherpa Case
Studies
5.16 Click-Through Rate Trend For House Lists
5.17 Click-Through Rate Trend For Newsletters vs. Sales Alerts
5.18 Click-Through Rate Trend By List Type
5.19 Click-Through Rate Trend By Frequency Of Mailing
5.20 Average Click-Through Rate For House Lists
5.21 Average Click-Through Rate For House Lists By List Type
5.22 Click-Through Rates For House Lists From Select MarketingSherpa
Case Studies
5.23 Average Bounce Rates (2002) 5.24 Average Bounce Rates By Industry
(2002)
5.25 Email List Hygiene Trends Among Consumer Marketers
5.26 Email List Hygiene Trends Among B-to-B Marketers
5.27 Email List Hygiene Trends Among Mixed Audience Marketers
Section VI - Marketing Via Third-Party Email Lists and Newsletter
Sponsorships
Charts and Tables:
6.01 How Many Marketers Use Third Party Email Lists
6.02 Trends In The Use Of Third Party Email Lists
6.03 Open Rate Trend For Third Party Lists
6.04 Average Open Rate For Third Party Lists
6.05 Open Rates From Select MarketingSherpa Case Studies
6.06 Click-Through Rate Trend For Third Party Lists
6.07 Average Click-Through Rate Comparison For Opt-In Email (2002)
6.08 Click-Through And Conversion Rates For Customer Acquisition vs.
Retention (2001)
6.09 Average Click-Through Rate For Third Party Lists
6.10 Click-Through Rates From Select MarketingSherpa Case Studies
6.11 Average Click-Through Rate For Opt-In Email (2001-2002)
6.12 Average Click-Through Rate For Opt-In Email Campaigns (2002)
6.13 Average Click-Through Rates By Industry (2002)
6.14 Average Click-Through Rate By Day Of Week (2002)
6.15 Click-Through Rates For Personalized Messages (2002)
6.16 Most Effective Methods Of Profiling Email Recipients (2002)
6.17 Average Conversion Rates For Email Campaigns (2002)
6.18 How Many Marketers Use Email Newsletter Sponsorships
6.19 Trends In The Use Of Email Newsletter Sponsorships
6.20 Click-Through Rate Trend For Email Newsletter Sponsorships
6.21 Average Click-Through Rate For Email Newsletter Sponsorships
6.22 Email Newsletter Sponsorship Click-Through Rates From Select
MarketingSherpa Case Studies
This may be a good investment for your needs.
***********
Three great articles regarding frequency and other details:
The ideal frequency for your e-marketing by Shelley Paolini
Director of Email Marketing, Ariad Custom Communications
http://www.ariad.ca/emktg_news/Sept_2002/Whats_working_Sept02_K.html
E-mail newsletters star in a campaign to drive offline sales
By Kurt Peters
http://www.internetretailer.com/article.asp?id=9402
Variety in frequency boosts e-mail newsletter responses, Blockbuster
learns
http://www.internetretailer.com/dailyNews.asp?id=9259
**************
Thank you for the opportunity to answer this question.
Best regards,
journalist-ga
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