Email On Acid monitored more than 40,000 email campaigns over the past two years to evaluate engagement trends, including how long a subscriber views an email. Email interactions were divided into three buckets: Deletes (email opened between 0 and 2 seconds), skims (email opened between 3 and 7 seconds) and reads (email opened for 8 seconds or more).
The average read rate time for emails over the past two years is 12.3 seconds, according to the report.
Subscribers are most likely to delete or skim emails sent at 9:00am in the morning, perhaps because their inbox is flooded at the beginning of a workday. The least amount of email volume is sent on Sundays, but that is actually the day of the week that has the highest open rates.
“This report gives guidance and shows trends we’re seeing, but what we really want marketers to do is go out and test it themselves,” says John Thies, CEO and co-founder of Email on Acid. “Every person is different, and we all engage with different brands’ emails differently.”
For example, a B2B email marketer might not want to send emails at night after subscribers leave the office. For a retailer, on the other hand, the evening may be a perfect time to catch subscribers who are leisurely shopping in bed.
This is where the importance of personalization comes in, and the report’s data suggests that the more people on an email list means that the message is less likely to resonate with any particular subscriber, and more likely to be deleted.
Naragon says she is hoping to see email marketers take the pedal off the gas and rethink batch-and-blast campaigns.
Read the full article on Media Post here.