The global results show that this can be as early as 3-4 am. What made it special is that it compared the global results with those observed for key regions like US & Canada, LATAM, DACH, CEE, and Asia-Pacific.Īnd what did we see in these two studies?įirst of all, the best-performing hours are usually somewhere in the early morning. On top of extracting the above data, we also recently ran a big study that shed more light on the best time and day to send emails. This is a question we hear quite often, but unfortunately the answer’s not all that simple. Michal Leszczynski Head of Content Marketing & Partnerships the best time to send emails? So think twice before you choose to only pay attention to low CPL. Because that “20%” cost could easily be outweighed by an increase in deliverability, higher-quality customer data, and a more engaged audience. When reporting to our managers, we want to show a low Cost Per Lead (CPL) & losing 20% or however many of your potential subscribers won’t click the confirmation button is often too much.Īnd it’s a shame, really. The main one, in my opinion, is that as marketers we’re mostly focused on attracting the largest possible audience at the lowest possible cost. In general, we can see that marketers are still hesitating and not confirming their subscriptions using this mechanism, but there may be many reasons behind this. Having said this, it’s a bit disappointing to see that Nonprofits and Publishing, which have always been at the top in our reports, have started using single opt-in more.
It’s a great practice that ensures your list is top-quality & shows your subscribers that you care about their consent. It’s great to see that some industries, like Agencies and Financial Services, have started using double opt-in more often. Michal Leszczynski Head of Content Marketing & Partnerships opt-in: great practice, but costly too. While low average engagement rates may appear to be the result of the types of campaigns marketers in these industries run, it may as well be the case that these topics are far more competitive – and customers are far more skeptical than anywhere else. Overall, marketers should be cautious about comparing their results outside of their industry. All of them had a challenging time, but the latter two probably more so.Īt the same time, Internet Marketing, which already placed at the bottom, has seen a larger drop in average email open rates and click-throughs observed. Despite that, some of them managed to continue to drive strong results and engage their audience effectively.Īmong the top three performing industries were Nonprofits, Restaurants & Food, and Real Estate. Some industries have felt the lockdown and travel ban more than others. Our report goes over a relatively long time frame, during which a lot has changed.
Challenging times but the top performers still shine.