A new report released last week by Retention Science, a provider of customer retention solutions, has found that a majority (65%) of email recipients engage with promotional emails in the afternoons and evenings, but marketers continue to schedule promotional emails for morning delivery:

The study, based on an analysis of data from 100 email campaigns, 100 million online transactions and 20 million user profiles, also found that:

• The two days of the week with the highest conversion rates were Tuesdays (28%) and Fridays(26%).

• The lowest performing days of the week were on the weekend: Saturday (3%) and Sunday (6%).

• Promotions tailored to an individual’s preferences performed dramatically better.

Although the study focused on retailers, there is still relevance for attorneys using email marketing to offer free reports and other promotions designed for recipients to take action. If you are not satisfied with your current conversion rate, try using the above guidelines for scheduling your emails and see if it makes a difference.