According to Yesmail Interactive, many social media and email campaigns do not match up with consumers’ patterns for when and how they engage with brands. A breakdown by social channels showed that Facebook campaigns achieve the highest level of engagement on Tuesdays, yet that day ranks fourth in terms of when actual campaigns are deployed. The majority of Twitter campaigns take place on Friday, which is the least engaging day for those campaigns. The most interaction on YouTube occurs on Monday, but it is the least utilized weekday for campaign deployment.
Michael Fisher, President of Yesmail, notes that “... there are opportunities for marketers to utilize different types of content to engage consumers... data revealed an upward trend in consumers’ interaction with video on Facebook, yet this format was only used in 6.5% of deployed campaigns... an example of how crucial it is for brands to not only measure the success of their campaigns, but to dig deeper into the insights... “
The report also showed a discrepancy between the timeslot when campaigns achieved the most engagement and when retail brands deploy their campaigns:
When retailers’ email campaign data was overlaid with social engagement data, the study found a significant increase in engagement on social channels.
Fisher concludes that “... the correlation found between email and social media... (shows) how marketers can boost the effectiveness of campaigns... weaving each communication channel together... ”
To download the full report from Yesmail, please visit here.