Email marketers alert! Rackspace has compiled its business email usage data into a neat infographic. The visualization maps the usage pattern for each region across time.
Even though it’s from the same country, each region has different usage peak and trough; meaning email marketers situated at different regions would have to employ different strategies to specifically cater to the region’s behavior.
Sending email ads at trough period could possibly mean that the emails ads wouldn’t reach the audience instantly. It will probably end up in the trash folder as work piles up with time.
On the other hand, sending it at peak would reach most people but it could also mean that they don’t have the time to catch the mail. But at the very least, we can safely assume that the email headline is read. Note that all these are so far based on qualitative analysis.
Besides usage patterns, there are other things to consider as well. Assuming most email marketers would send out their ads at peak, it would be best to avoid the hot period since it’s probably most crowded. Perhaps, a better timing would be to send at the start of the working hours, since people usually have the tendency to catch up with their emails first thing at work.
Also, note that this data only reflects business email usage trends. Considering most people register for newsletters or notifications using their personal email, the personal usage pattern might differ. The data provided in the infographic is thus best to take it with a pinch of salt. It doesn’t mean it’s useless. At the very least, it provides us with a rough guideline on how emails are used in different regions.
The fact is, no matter how hard we try to interpret this data set, it wouldn’t provide us with a proper solution. Best that we can do is to form hypothesis based on the current given data and test them through trials. Only actual results will tell us which timing would yield the best result.
