Email Metrics By Daypart, Q4 2013 [TABLE]
Analysis of emails sent during Q4 2013 by Experian Marketing Services showed emails sent during the nighttime hours of 8pm to 12am saw the highest unique open rates, click rates, transaction rates and revenue per email. However, buyers interacting with email sent during this window were less likely to spend: The average order size was $162, vs. $180-plus for emails sent between the hours of 8am and 8pm. Interestingly, emails sent during that 12-hour block saw lower unique open rates, unique click rates and transaction rates, suggesting marketers might have to consider a tradeoff between these measures and average order size. Read the rest at eMarketer.