B2B Email Marketing - Mixing It Up and Getting Results

A couple of weeks ago HubSpot shared the slides from “The Science of Email Marketing” webinar.  Very interesting stuff.  So interesting, we decided to change up some of our email marketing.

After extensive research, here’s some of HubSpot’s interesting findings -

  • Email Click through rates are highest on the weekend
  • Unsubscribe rates are highest on Tuesday (the day most B2B marketing hit send) and lowest on Thursdays
  • 6am emails get the best click through rates and 4pm get the worst
  • Email reading (open rates) decline throughout the day
  • 80.8% of users read email on mobile – WOW! All the more reason to keep emails clean and simple.  If you’re sending unsolicited attachments, you just fell to the bottom of the list.
  • Posts, Jobs, Surveys – best performing subject lines
  • Headlines, Latests, Updates – worst performing sub lines

So here’s what we‘ve tried and here are the results so far:

  • We stopped emailing on Tuesdays and starting emailing on Thursdays with a Follow Up email over the weekend.  Open rates went up 22% and click throughs went up 50%
  • Unsubscribes went down 25%
  • Open rate for our Sunday follow-up emails was 55%!!!
  • Instead of emailing mid day, we’ve starting emailing first thing in the morning.  See email and click through rate above.
  • Since we know most of our readers are seeing our messages on mobile devices we have simplified our approach and are more clear and concise with our choice of words.  Quick, easy to read and understand and a clear call to action.  That’s it, nothing else.
  • We have a few emails teed up using some of the best performing subject lines.  REAL interested to see how this one plays out.

What do you think?  Are you testing and adjusting for the best results?  Got another trick or tip that ‘s getting you more email marketing action?  Please share!

B2B email marketing Data Quality Management

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