What are you doing to improve digital campaign performance? A new study aims to help you apply best practices to your online marketing processes. Using its proprietary Yesmail Market Intelligence tool, Yesmail tracked and analyzed more than 20 popular clothing retailers’ Facebook, Twitter, YouTube and email campaigns over a three-month period to assess how effective they were in driving consumer engagement. What they found indicated that many social media and email campaigns do not match up with consumers’ patterns for when and how they engage with brands.
A Disconnect Between How Brands Connect & Engage
What’s causing the disconnect, exactly? Yesmail seems to think that it’s combination of not having the right tools, not being able to harness the power of the customer data available, and the inability to produce actionable insights to drive a successful brand strategy.
Yesmail’s findings revealed marketers are missing key opportunities to engage their target audience.
- 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.
Additionally, the report also showed discrepancies between the time slot when campaigns achieved the most engagement and when retail brands deploy their campaigns:
- Facebook campaigns reached the highest level of interaction between 10 p.m. and 12 a.m. EST, yet this time slot was the least utilized by marketers. Instead, the most popular time to deploy campaigns was 11a.m.-1p.m. EST.
- More than 84 percent of Twitter campaigns occurred within regular work hours of 9 a.m.-7 p.m. EST, even though 5 a.m.-8 a.m. EST is the timeframe with the highest level of customer engagement.
- Marketers ignore more than half of the day when it comes to running YouTube campaigns.
- A mere 3 percent of emails are sent after 6 p.m. EST, yet it is a fairly consistently utilized time slot for social campaigns.
The Yesmail study reveals many of the best practices that reinforce the global perspective that community managers need to embrace, namely that customer engagement isn't just about connecting during 9-5. Brands have much to gain by engaging with fans and followers in the evenings and on the weekends.
What's Working: Email's Impact on Social Media Campaigns
But not all marketing campaigns are on the wrong course. Yesmail’s research showed that if email campaigns were sent out before social campaigns, those emails drive social engagement via share buttons and calls to action that promote interaction with the brand. When retailers’ email campaign data was overlaid with social engagement data, Yesmail found a significant increase in engagement on social channels.
- On Facebook, engagement grew by roughly 50 percent when one email campaign was deployed on the same day and by 100 percent when two email campaigns were deployed.
- Twitter campaign engagement levels reached a 25 percent increase with one email campaign and a 40 percent increase with two.
Marketers can’t afford to ignore these customer experience insights. But they shouldn’t just take Yesmail’s word; they need to thoroughly examine their own customer data to ensure that they are reaching their audience when it’s convenient for them, not the brand.
Marketing is no longer limited to the traditional work day — finding the times that work, whenever they may, can be the key to executing successful marketing campaign.