The Untapped Opportunity for Weekend Promotional Emails

Posted by Chad S. White on August 30, 2016

During my more than a decade of doing email marketing research, email volume during the weekend has always been significantly lower than during the weekdays. At the same time, response rates have always been higher during the weekend.

Yesmail’s latest research re-confirms this pattern and begs the question: Why has this disconnect persisted for so long? What’s keeping marketers from seizing the opportunity provided by sending weekend promotional emails?

I spoke to MediaPost reporter Jess Nelson about it, saying:

“Giving email marketers and other staff, such as legal, customer service, and social media teams, the incentives and support they need to work over the weekend is well worth investigating. Establishing policies such as flexible work hours and overtime pay for weekend and after-hours work can make this shift much easier.”