Research: Best Practices for Email Campaigns

EROI has done a survey on best practices in email campaign marketing and has come out with some interesting results. Here is a brief summary of best practices done by email marketeers


Things tested:

• 85.2% test subject lines.
• 54.8% test calls to action.
• 50.9% test designs.
• 49.1% test copy.
• 41.7% test offers.
• 36% test timing of campaigns. 

Time of the Day:

37.9% of marketers who are testing timing are testing time of day; among them:

• 49.4% find sending midday (10 AM - 2 PM) to be best.
• 31.5% find start of the business day (6 AM - 10 AM) to be best. 

Day of week: Tuesday ranks as the most successful day for emails, followed closely by Wednesday.

 Frequency: 34.9% of marketers who test timing are testing frequency; among them:

• 33.3% send weekly, 28.21% send bi-monthly, 28.21% send as necessary (no set frequency).
• The rest are divided roughly equally among sending quarterly, daily, more than once a week, and monthly.