NEWS RELEASE July 2012
The early bird truly does catch the worm as dealers can achieve a whopping 77% increase in email open rates by sending marketing emails earlier in the week, rather than later.
This impressive statistic comes from dealership marketing and CRM specialist Marketing Delivery Ltd as a result of 15 months worth of customer data analysis from its SmartMail eCRM product.
The team at Marketing Delivery have tracked and analysed emails sent weekly on behalf of 50 dealerships throughout the UK over a 15 month period from January 2011 to May 2012.
The analysis shows a 35% open rate for emails sent on a Monday compared to just 26% for those sent on a Friday.
Therefore, taking April 2012 as an example and applying the ‘earlier in the week’ principle, Marketing Delivery has calculated that an additional 630 emails would have been opened for each dealership during the month.
The net result would be an average increase in the number of customers viewing the emails of 77%.
Marketing Delivery managing director Jeremy Evans commented: “What generally happens is that dealers come up with ideas during the week and decide to create and send emails as the week goes on, perhaps to promote events happening that weekend. We spend a lot of time educating our clients in the behaviour patterns of their customers in order to make their marketing activity, and specifically email campaigns, as effective as possible. It’s an ongoing process.”
So, the research shows that simply by planning a little further ahead and being aware of the sweet spots in the week, dealers can dramatically improve the effectiveness of their email campaigns and therefore massively increase their chances of follow on and conversion.
Jeremy added: “Our research has also given us terrific insight to what constitutes a really effective subject line. All sorts of psychology comes into play and we’re constantly fine-tuning the headings and messages we use to make our emails achieve more and more success for dealers.”
Full details on SmartMail can be found at www.marketingdelivery.co.uk or by calling 01892 559 911.