Consumers open emails throughout the day, but only click through those emails at specific preferred times, and those windows are often short, per results from a SimpleRelevance study. The study suggests that while email opens occur during as many as 23 hours of the day, 62% of consumers have only a single hour per day in which they prefer to click through an email message, a fairly surprising result.
The researchers argue that because those single hours vary by customer, relying on only simple segmentation techniques, such as gender, misses opportunities for clicks.
It seems that women have a more limited window than men: 66% have only a single hour per day in which they prefer to click through an email to a marketer’s website, according to the researchers, compared to 57% of men. Read the rest at MarketingCharts.