A new report from Listrak suggests that if you aren’t sending marketing emails over the weekend, you’re doing it wrong—despite what past research suggests.
A common conception that has governed email marketing for years is that emails sent over the weekend are wasted content, subject to consumer indifference and poor performance rates. But Listrak suggests the current email landscape offers the exact opposite results: In itsEmail Benchmarks and Trends report, the company found both email open rates and conversion rates increased slightly on the weekends, compared to activity on the weekdays.
Previously, research from Experian and other firms suggested weekend emails were a poor practice for two reasons: Either email subscribers weren’t reading email over the weekend, or the resources demanded by extra weekend emailing aren’t typically available to companies during the week…
