When Should You Send Your E-Zine? Any Old Time
When do people read your e-mail newsletter?
It depends. They can read it either at home or at work. And the time of day doesn’t matter.
That seems to be the main finding of DoubleClick’s sixth annual consumer e-mail survey. The company found that people are increasingly merging their professional and personal e-mail activities.
According to DoubleClick Email Solutions, 57% of respondents view their work e-mail at work during the day at least occasionally, while almost as many view work e-mails at home in the evening and on weekends.
In addition, 48% check their personal e-mails at least occasionally at work during the day, with 21% doing so all the time, casting doubt on the notion of the best time of day to send e-mail campaigns.
And spam? Don’t worry about. While it still makes up the largest portion of the e-mail received by consumers, the percentage has declined from 45.5 three years ago to 30.3% last year.
And only 55% of all consumers are very concerned about it, compared with 75% for viruses, 67% for identity theft and 66% for spyware. Nearly half of all respondents reported owning at least three e-mail accounts. While 95% considered one of their addresses their primary account, 72% of respondents reported using a single address for making online purchases. The study, conducted by ROI Research and the Greenfield Online, polled 1,000 e-mail users via e-mail during May and June.
