Marketing Pilgrim's "Email Marketing" Channel

Marketing Pilgrim's Email Marketing Channel is sponsored by Trackur.

Survey Says a Large Portion of Online Shopping is Done After Dark




When I get up in the morning, my inbox is filled with marketing messages from the brands I follow. I delete most of them without reading them. Why? Not because I’m not interested, but because I can’t deal with this deluge personal information at the start of my work day. If only these brands would send the emails in the evening when I’m sitting on the couch browsing with my iPad. . . (hint, hint.)

According to a new study from Yesmail, 60% of consumers say they’d rather interact with brands on social media between 6 pm and 2 am. 40% say they do their online shopping after 6 pm.

Conversely, only 5% of email campaigns are set to hit between 6 and 10 pm and the majority of Facebook campaigns launch during the day.

Now, with email, there’s a chance that the consumer will hang on to it to read later, when they have time. But social media has a fast turnover. If you hit the top of a person’s feed at 2 in the afternoon, that post could be off the page by the time they visit the site in the evening.

In order to reach everyone on your list, emails and social media posts need to be staggered throughout the day and on weekends. With email, it’s good to test other times to see if there’s an increase in  your open rate. For social media, use tools like HootSuite to schedule posts to hit every couple of hours. Don’t over do it though, too many messages is one of the top reasons people unfollow a brand – so be careful.

Yesmail also found a pattern in regard to the days of the week. 80% of in-store shoppers spent their cash on the weekend. Nearly half of all online shoppers pressed the buy button on a Monday, Tuesday, or Wednesday.

If You Can Read This

While time is an important factor, the real key to success is the content. Yesmail found that 34% of shoppers made a purchase as a result of a social media promotion. But only 8% of Facebook and 4% of Twitter campaigns offered a discount or promo. Getting a better deal is one of the main reasons people follow a brand on social media, don’t disappoint them.

Remember, low prices and free shipping are terrific, but there are other ways to reward loyal shoppers. Personalized customer service is often lacking when you buy online, so go that extra mile to make your customers feel like they’re VIPs, not just another ring of the virtual cash register.