Web marketing engagement varies drastically by day

Published on
by Brafton Editorial
A report shows that various web channels have different peak engagement times varies, and businesses must be prepared to manage each.

A new report Dan Zarrella indicates that businesses see different levels engagement in their web marketing campaigns based on which day the content is posted, shared or sent. Dan Zarrella of Hubspot analyzed email, social media and content marketing campaigns.

In terms of Facebook engagement, Like activity spiked to 40 percent engagement rates on Saturdays, when users spend more time interacting with the social media website. Sundays were equally strong, according to the report. Weekdays saw far less engagement, with Thursday seeing less than one Like per article on average.

Social media marketing with Twitter was much different, with weekdays being the busiest in terms of engagement. Fridays were by far the most active with content averaging an 18 percent Retweet rate. Mondays ranked second with about 14 percent. In general, though, Twitter activity is less polarized than Facebook with content shared on any given day receiving no less than 10 percent of Retweets.

Both email marketing and content marketing saw the most engagement during the weekends, Zarella found.

Measuring article engagement with comments revealed that posts see frequent action on Saturdays and Sunday, which might inspire marketers to publish blog posts with weekend readers in mind. Similarly, email content seems to shine among weekend readers, with click-through rates jumping to about 10 percent increase on Saturdays and Sundays (compared to around 4 percent CTRs for email messages on Tuesdays).

Understanding when consumers are most likely to interact with content is critical. However, failing to respond can be devastating for any web marketing campaign. Brafton recently reported that consumers have more access to information than ever before when making purchase decisions, and appealing to them on the right platforms at the right times can encourage them to convert.

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