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October, 2005 |
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For E-Mail Marketing, What's the Best Day?Monday has been thought to be the optimum day for commercial e-mail messages, but a new study says that might not be so. Last year, two separate studies found that Monday was probably the best day to send commercial e-mail. Return Path found that e-mails sent on Monday had delivery rates markedly above average. The delivery rate on Friday was slightly below average, while the Saturday and Sunday rates were significantly below. Saturday was the worst day to send an e-mail in terms of delivery rate. Another study, this one conducted by eROI, suggested that not only delivery rates, but also open and clickthrough rates were better on Mondays. But a new report by ExactTarget asserts that there is no "best day" to send commercial e-mails. If anything, the latter part of the week may be better. According to ExactTarget data, over 97% of campaigns are sent Monday through Friday. Wednesday is the peak day.
However, ExactTarget points out that the "best days for opens are not necessarily the best for clicks." In fact, the researcher found inconsistencies between the best day for opens and the best day for clicks, and that marketers need to make the distinction. Maximizing open rates is important for brand exposure, while generating clicks is the key if the goal is conversion. The report found:
No matter what day it is, the best day for the industry to e-mail may not be the best day for your particular marketing goals. (Emarketer.com, September 27, 2005) Firms Lack Follow-Through On SEO Recommendations: StudyMarketers may seek outside advice on search engine optimization, but there's a fair chance those suggestions won't be implemented without some kicking and screaming. Nearly two-thirds of organizations that outsource their SEO activities don't implement the recommended changes to their Web sites, according to a study from iProspect. Respondents cited lack of human resources and lack of budget as the most frequent reasons for lack of follow-through. Nearly half said they initially underestimate the resources needed for making the changes to their sites. Other reasons cited for not carrying through on site changes include timing and frequency of update issues; upper management decisions not to implement the changes; the recommending agency's failure to prioritize specific recommendations; unpredictable ROI; branding issues; or that the predicted ROI did not justify making the changes. "Companies who are unable to implement their vendor's recommendations or who cannot muster the organizational commitment to act on their SEO firm's recommendations are, in effect, committing to fail," said Robert Murray, president of iProspect, in a statement. "The site changes an SEO firm recommends are not tremendously difficult to implement, and the resulting visibility, traffic and conversions are often significant...Marketers must build solid organizational commitment not just in the marketing group, but in the IT group, to the search engine marketing campaign before engaging an SEO firm." The study was conducted among 636 search engine marketers and 224 search engine marketing agencies (Direct Newsline September 28, 2005) The Unfolding World of RSS AdvertisingWhile it may not supplant Web browsing and e-mail newsletters on the majority of desktops, RSS offers significant utility for both Web publishers and end users. In the clearest sign that the service has arrived, Microsoft plans to incorporate RSS functionality in the next generation of its Windows operating system. - More.. http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=34416&Nid=15709&p=116721 (Online Media Daily September 27, 2005) Useful
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In This IssueFor E-Mail Marketing, What's the Best Day?Firms Lack Follow-Through On SEO Recommendations: StudyThe Unfolding World of RSS AdvertisingUseful Site: Web Free Lookups
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The E-TACTICS LETTER, (ISSN 1542-2623) is published by E-Tactics, Inc. a boutique e-marketing firm established in 1984 that specializes in the creative use of e-media in the design and implementation of customer driven marketing, research and publication strategies.
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