Mediaboss Marketing

A Yesmail Interactive study says the effectiveness of social networking and email marketing campaigns varies depending on the day of the week. Its research showed a significant disconnect between when brands conduct campaigns and when they receive the most engagement.

Yesmail Interactive studied a number of retailers including Abercrombie & Fitch, Aeropostale, American Apparel, American Eagle, Ann Taylor, Banana Republic, Diesel, Eddie Bauer, Express, Forever 21, The Gap, Guess, H&M, J Crew, Kenneth Cole, The Limited, Old Navy, Ralph Lauren, Tommy Hilfiger and Urban Outfitters.

Using its proprietary Yesmail Market Intelligence tool, Yesmail tracked and analyzed each retailer's Facebook, Twitter, YouTube and email campaigns over a three-month period to assess how effective they are in driving consumer engagement. The results of the study indicated that many social media and email campaigns do not match up with consumers' patterns for when and how they engage with brands.

What's the Best Day of the Week to Run Your Campaign? In a comparison of the days when brands deploy digital campaigns and when consumers most interact with those campaigns via social channels, Yesmail's findings showed the following:

The data revealed an upward trend in consumers' interaction with video on Facebook, yet this format was only used in 6.5 percent of deployed campaigns.

What's the Best Time of Day to Run Your Campaign? Yesmail's report also showed a discrepancy between the timeslot when campaigns achieved the most engagement and when retail brands deploy their campaigns:

How Does Email Impact Your Social Media Campaigns? Yesmail's research showed that if email campaigns were sent out before social campaigns, those emails drive social engagement via share buttons and calls to action that promote interaction with the brand.

"The correlation we found between email and social media is just another example of how marketers can boost the effectiveness of campaigns when they strategically weave each communication channel together," said Michael Fisher, President of Yesmail.

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Day of the Week Matters for Social and Email Marketing Retail Campaigns