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Want To Engage New E-Commerce Subscribers? Deliver Emails From 8 To 11 AM

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When it comes to interacting with the consumer as an e-Commerce business, timeliness matters. While 62% of online retailers send a welcome email to new subscribers within 24 hours, only 29% of these consumers make a first purchase within 48 hours of subscribing, according to Campaigner.

The majority of marketers surveyed find it best to deliver emails earlier than 2 pm:

  • 35% say the period between 8 am and 11 am is the ideal time to garner responses from new subscribers;

  • 25% say between 11 am and 2 pm;

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  • 11% say between 2 pm and 5 pm; and

  • 19% say between 5 pm and 8 pm.

     

Making that positive first impression is vital to the retailer’s relationship with the consumer, especially since 60% still feel they’re not making the most out of their email marketing strategies. In fact, a majority of retailers revealed that the time it takes for subscribers to make a purchase can take one week (22%), one month (23%) or even longer (26%).

Of course, before these retailers can even get the opportunity to send welcome emails, they must first acquire new subscribers. To encourage customers to sign up for regular email messages, most brands:

  • Leverage content marketing (55%);

  • Offer regular promotions (49%);

  • Offer discounts on current purchases (23%);

  • Offer discounts on the next purchase (23%);

  • Offer free or discounted shipping (20%); and

  • Offer a gift for subscribers (15%).

Campaigner commissioned the survey, which ran from May 31 through June 9, 2016, sampling more than 156 e-Commerce retailers to gather insight into their email marketing strategies.

Regardless of timing, email marketing strategies should always be personalized, and it appears retailers are increasingly aware of the effects of personalization. As many as 57% say both personalization and segmentation are the most successful tactics in driving conversions, outpacing both social media integration and geotargeting.

As consumers continue to make more online purchases, 61% of marketers plan to use email marketing as their primary method to acquire customers in the coming year, far outpacing social media (44%) and search and display advertising (35%).

 

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