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Consumer behaviour is ‘far from predictable’

Consumer behaviour is ‘far from predictable’

Marketing professionals cannot rely on ‘gut instinct’ when it comes to email marketing, new findings from email marketing provider Pure360 reveal.
Pure360 analysed over 660,000 emails sent by 34 companies to discover that widely held assumptions often lead marketers astray.
Contrary to popular assumptions, the volume of marketing emails opened drops markedly during the lunch hour. A mere 9% of the emails sent were opened between noon and 2pm, with 62% of those opened being news or magazine alerts rather than promotions on goods or services.
Pure360’s research reveals that recipients are far more likely to open emails in their own time rather than at work, contradicting the media’s stereotype of employees who take advantage of work-based email and internet for personal use.  Almost half (48%) of all marketing emails were opened outside of office hours.
The research also indicates that recipients are very receptive to consumer promotions, such as discounts on clothes, gadgets and events, at the beginning of the working day.
Counter-intuitively, offers relating to dining and going out are far more likely to be opened in this period - 27% of all restaurant promotions and 19% of promotions on live events, such as concerts and rugby matches were opened in this one hour slot.
It seems the ‘instant gratification’ of planning outings or shopping for bargains gives workers the ‘morning boost’ they need to get through the day, with 16.5 % of all emails being opened between 9am and 10am.
This contrasts with responses in the afternoon. The ‘post-lunch slump’ period between 3pm and 5pm is known to lead to work apathy, and the research indicates that in this period people become more responsive to marketing emails that offer potential ‘life changes’.
“Over the course of the working day, there is a shift among consumers regarding what type of emails they are likely to open, “ said commercial director of Pure360, Marc Munier.

“After lunch, consumers are more open to ‘bigger picture’ promotions, whether that involves sorting out their finances, finding a new job or looking for a new property. Some 42.6% of all the financial services emails that were sent were opened in the afternoon.”

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