Study: Thursdays are best for email engagement

Email marketers are always looking for an edge when it comes to connecting with audiences and getting them clicking, and a new study shows that Thursdays outperform the rest of the week when it comes to email engagement.

The “Q2 2016 Benchmarks: Day of the Week Email Performance” report from Yesmail sorted through data from almost 7 billion emails deployed in Q2 2016 and found that Thursdays are popular for marketing emails, though the story doesn’t end there.

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“In Q2 2016 Thursday was, indeed, the day of the week that generated highest email engagement across all standard metrics – opens, unique clicks and click-to-opens (CTO),” the report reads. “In addition, Thursday was also the most popular day for marketers to deploy campaigns – 20 percent of all emails in Q2 were sent on a Thursday.”

Thursdays also generated a 14 percent higher open rate than the Q2 average, 41 percent higher unique click rate, and a 24 percent higher click-to-open rate, according to Yesmail.

When it comes to conversion rates, however, Thursdays didn’t fare as well.

“According to this data, Thursdays had the lowest conversion rate in Q2 – about 23 percent lower than the average – and tied for last place with Mondays,” according to the report. “Alternatively, the data shows that consumers were most likely to purchase on Saturdays and Sundays, despite the low click and CTO rates on those days. Saturdays generated a 60 percent higher-than-average conversion rate and Sundays drove 40 percent higher-than-average conversions.”

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Weekend days were the least popular for email deployments, with Saturdays accounting for only 11 percent of Q2 email volume and Sundays making up 10 percent.

The study also found that while overall open rates have remained steady over the past year, unique click rates have fallen by 18 percent and CTO rates by 16 percent year-over-year (YoY).

Active subscribers who have opened/clicked within 90 days continued to be engaged, however, as the number of opens per opener increased by 9 percent YoY as the number of emails sent to active subscribers grew by 11 percent, according to the report.