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BizReport : Email Marketing : July 01, 2013

Experian identifies best days to send email offers

Experian Marketing Services has released their Global Holiday Email Study, revealing in part when marketers in different countries are emailing, the kinds of offers being used and results from those efforts. Perhaps most interesting: the best time to send an email will depend on the country where the shopper resides.

by Kristina Knight

While common sense may tell a brand to send an email at 10:30 AM on a Monday, the report finds the optimal time - for opens, clicks and conversions will vary by country, as consumers in different countries continue to react to messaging differently. Their research finds US shoppers are more engaged - read, more likely to click - on a marketing message on the weekend while shoppers in France and India are more engaged during the week.

The full report may be downloaded here.

"The holiday season is incredibly important and significant to retail brands, as it can often make or break their revenue goals for the year. The international holiday email study shows that there are significant differences and similarities in customer behaviors and responses among the tactics marketers employ across the various regions," said Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services. "Knowing these behaviors allows global brands to capitalize on varying timing and tactical approaches by market."

The study found that more than one quarter (28%) of all emails in the US are sent during the holiday season. Other interesting findings include:

• Spanish consumers are likely to respond to a remarketing message after abandoning a shopping cart (13.2% click rate, holiday season)
• Most shoppers will respond to 'birthday' emails during the holiday season, but Asian brands aren't using this tactic
• US consumers are 'more responsive' during weekends thanks to their smartphone connections

Image via Shutterstock

Tags: email marketing, email marketing trends, Experian Marketing Services, holiday email tips, holiday email trends

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