The key benefit of digital marketing is the personalisation of messaging it affords. An effective means of achieving this is via email marketing; delivering the communications directly to the customer. Recent results from a 2012 survey have been reported by eMarketer, identifying how best to effectively deliver communications to the customer via emails.
All About Timing
The findings identified that within North-American email campaigns, emails sent late at night outperformed those sent at any other point in the day. That is, emails sent between 8pm and midnight generated significantly higher open and click-through rates (21.7% and 4.2% respectively, as opposed to an average of 17.9% and 3%), more transactions (0.34% versus a 0.18% average), larger orders ($246 average order, whilst the next best was $188, achieved following emails sent between noon and 4pm) and higher revenues per email ($0.48, with emails sent between midnight and 4am next with $0.22) than was gained through emails sent at any other time period.
The survey noticed similar results in terms of the days of the week that email marketing was most successful; not only off times, but off days saw the greatest level of campaign effectiveness. That is, opens and click-throughs were highest on Saturdays and Sundays. However the significance of weekend emails’ higher rate of success was not as great as that observed when tracking times of day, and the range of figures was not as wide.
Implementations in Tourism
The statistics cited are very interesting and applicable across industries, identifying the most effective moments for a campaign to gain the best return on investment. The findings are particularly reliable when considering the tourism industry; it is only rational to assume that customers will be most likely to finalise travel purchases during their off time, thus making targeted emails at such moments particularly persuasive. Customisation is key, and making use of all these research findings in order to optimise marketing effectiveness is highly beneficial and important for a destination or tourism organisation.
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