Pure360: Morning boosts and afternoon apathy

The media’s stereotype of employees taking advantage of work-based email and internet to browse online is leading marketers astray. Consumers’ behavioural patterns continually shift throughout the working day and email marketing providers must be aware of the changeable consumer mood if they are to reap the rewards.

For example, many marketing professionals believe that lunchtime is the perfect opportunity to engage with their audience. But new research by Pure360 contradicts this theory. Contrary to popular assumptions, the volume of marketing emails opened actually drops markedly during the lunch hour.

In fact, recipients are far more likely to open emails in their own time rather than at work. Almost half (48%) of all marketing emails were opened outside office hours. Marketers would benefit by targeting consumers at specific times of the day, instead of relying on ‘gut instinct’.

Pure360 analysed hundreds of thousands of emails sent by 34 companies and discovered that a mere 9% of the emails sent were opened between noon and 2pm. Sixty two per cent of those opened were news or magazine alerts rather than promotions on goods or services. It seems that employees like to spend their lunchtimes catching up on all the latest news, sport and gossip and are significantly less receptive to marketing emails during this period than at other times of the day…read on

Oct 29 2009 on Brand Republic by Pure360

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Don’t forget, some of this timing can be taken of for you with the right ESP.