Cutting Through Distractions to Gain Mind Share

April 12, 2014

After the winter many of us have had to endure this year, we wholeheartedly welcome warmer weather and outside activities. How do event marketers fight this additional distraction of “Spring Fever”?  More time enjoying the sun could mean less time in front of the screen, which means less time for reading your emails, blog posts, social media posts and Website. Therefore, your message, presentation and timing have to be well thought out and well executed. 

Based on Hub Spots Marketing Statistics, Saturdays offer the best click through email rates and 6AM is the highest ranking hour for a click through rate. Especially during vacation season, you may want to plan your emails for early mornings and possibly weekends when readers may be leisurely checking their email, rather than during busier times of the day and week when they may only have time for a quick scan of their inbox.

Email marketer Get Response reported that 23.8% of all emails are opened within 1 hour after receiving the email.  Therefore, getting the timing of your email right is important. HubSpot found that 5-7pm is when the most B2B promotions get opened.

In addition, your subject lines need to be compelling and to the point. HubSpot shared an interesting statistic, “Secrets is the most clicked lead nurturing subject line word”.

Can you work ‘secrets’ into your subject line? On the other hand, you will want to avoid the words free, help and the use of exclamation points that turn readers away. Subject lines that are less than 50 characters usually perform better.

Considering mobile users is even more crucial as “80.8% of users report reading email on mobile devices” as reported by HubSpot. When designing your emails consider using responsive design, larger font, and larger call to action buttons to make it easier for your mobile readers.

The timing of your social media posts carry weight too. An article by Buffer, on Huffington Post, reported the following usage stats for social media sites.

  • Facebook: Engagement rates are 18% higher on Thursdays and Fridays.
  • Twitter: Retweets are highest around 5PM and B2B marketers get better engagement on weekdays.Users tend to use Twitter during their commutes.

As always, use these statistics as guidelines only. You will want to test your audience and see what messages and times give you the best results. Each industry and target audience has their own unique characteristics and habits that you will want to consider.


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