Yesmail Interactive released the first round of data from its latest research report, Using Digital Market Intelligence to Drive Multi-Channel Success. The study reveals valuable findings that marketers can use to improve digital campaign performance. Yesmail tracked and analyzed Facebook, Twitter, YouTube and email campaigns for a variety of major retailers over a three-month period to assess how effective they are in driving consumer engagement. The results indicated that 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 shows 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
- Facebook campaigns reached the highest level of interaction between 10 p.m. and 12 a.m. ET, yet this timeslot was the least utilized by marketers. Instead, the most popular time to deploy campaigns was 11a.m.-1p.m. ET.
- More than 84% of Twitter campaigns occurred within regular work hours of 9 a.m.-7 p.m. ET, even though 5 a.m.-8 a.m. ET is the timeframe with the highest level of customer engagement.
Bulldog Reporter’s Daily Dog, July 6, 2012
