Consumers in the 18-to-34 age bracket are more likely to respond to marketing messages received by email than to advertising they see while using social networks such as Facebook, MySpace, etc. according to new research published in a white paper from Ball State University and ExactTarget.
ExactTarget, Inc. is a leading provider of on-demand email marketing software solutions. The Center for Media Design at Ball State University is a research and development facility focused on the creation, testing, and practical application of digital technologies.
Among other findings: the best time to send email newsletters is in the morning when recipients receive fewer messages, spend more time with each individual email, up to 13 minutes on average. Shorter, promotional email messages have a better chance of response in the afternoon and evening, when the time spent on emails drops down to 2 minutes or less, on average.
There’s a lot of other fascinating data available in this report which you can download for free from ExactTarget.
What is your experience? Please comment – I’m looking forward to your thoughts.