Check out our article in Multichannel Merchant on how to craft the perfectly timed email.
We analyzed the sales data for an online clothing retailer, roughly 1.5 million purchases over a seven year period. In doing so we were able to craft a pattern of the temporal patterns of purchases, which can be used in timing your emails:
The average customer is more likely to make purchases after they have settled in at work, answered their emails, and had a productive morning. This level of activity remains constant throughout the workday, before dropping off during dinner, between 6 p.m. and 8 p.m. Activity picks up again and reaches an absolute peak in the hours after dinner and before going to bed. Based on this information, you should send marketing content around mid-morning or sometime in the evening in order to reach the maximum number of likely purchasers.
Check back in on our blog tomorrow, to see a deeper dive into this data.