Do you assume that all activity for the newsletter you send happens within the
first 24 hours? We're all pretty busy - travelling, on holiday, or away
from the computer or mobile (gasp!) and may not get around to engaging with your
email right away.
To figure out the optimum time to check your stats for the most accurate snapshot of engagement, benchmark your newsletter
over several issues. For example, I've just finished tracking my own Business of Email and have identified day ten as the best time to take a look at the statistics.
By analysing total activity (clicks, microsite visits, opens) day by
day over several issues, I was able to assess that, on average, 71% of
all activity happens within the first twenty-four hours, and by day ten,
95% of activity has been captured. (I selected 95% as the
benchmark for my own analysis purposes.)
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said on July 12th, 2009 at 8:45 pm
I usually give it 72 hours after the deployment to see somewhat final numbers from stats.
said on July 13th, 2009 at 10:22 am
Do you think there is a difference between b2c and b2b mailings?
I usually send out b2b mailings and in my case there are no more activities from the receptians after 2 days.
said on July 14th, 2009 at 6:31 am
Well that was frustrating – I wrote a long reply yesterday, and see that it never appeared here!
Anyway … It’s interesting that you both say 72 hours is the point that you go through your stats. I too have found in general it is the highest peak of activity in my own and customer mailings. But I still think it is important to assess your own list’s activity to see if it’s just identified opens after 72 hours or if there are more of the all-important clicks and conversions happening in that waning tail of activity from the send.
As to if there is a difference between b2c and b2b, I don’t think there is a marked difference. I think ‘differences’ come down to a company’s product and/or services – and their sales life cycle. Also, I think there is an element of the recipient’s perception as to how quickly they need to interact with your email. For example, if there’s a very time sensitive offer – the peak of activity will be very soon after the mailing. In emails that are viewed as providing information-rich front-of-mind content, there is less urgency to handle it right away. I suspect people are more inclined to get to it when they have time.
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