New study: morning commute best time for retailers to reach consumers by email
A new study has found that 83% of consumers prefer to read emails from retailers during the morning commute on their mobiles.
The research by retail marketing agency Leapfrogg has revealed that the second most popular time for consumers to open and read emails from their favourite brands was travelling home from work. Some 74% of those polled said they read the emails via their mobiles, with a further 11% using tablets. In addition, 7% said they used tablets during the morning commute.
The study also found that shoppers prefer to hear from retailers once a week. A third of respondents cited one email every seven days as the optimum number, while just over a fifth – 22% – said once a month was enough. Only 4% found daily emails acceptable, with 13% happy to receive them two or three times a week.
During weekdays, the most popular time to make a purchase was found to be at lunchtime via a desktop computer. At weekends, around lunch time or after dinner were the preferred times to make online purchases.
Some 37% of shoppers felt it was important for retailers to know what they had previously purchased in order to successfully personalise shopping experiences. Using their name was considered the next most pressing detail (35%), followed by personal style and product preferences (25%).
Leapfrogg surveyed its ‘Premium Panel’ which is made up of 1,000 consumers. The panel provides regular insight into a variety of retail topics.
