Benchmark Email Marketing Fashion Industry Thailand

Online Commerce in Thailand is still crawling its baby step. Although the credit card penetration is increasing the interest of users in online sector can be outline as below: 

  • 38% of Thais are most interested in entertainment content
  • 12% online games
  • 10% blogs and web boards
  • 6.3% shopping
  • 6.1% news and information.
More detail about can be read at: Internet Usage and Online Shopping in Thailand

However, in a Fashion Industry where the Email Marketing plays a key role. Although in general Benchmark for Open Rate can be stipulated around 8% to 10% and Click rate around 3% to 5%, it is very interesting to see the Clicks and Open based on the day of the week.
Days Clicks Opens Clicks/Opens
Mon 10,367 49,760 20.83%
Tue 10,798 48,219 22.39%
Wed 10,602 46,910 22.60%
Thu 10,769 45,354 23.74%
Fri 10,015 44,462 22.52%
Sat 8,923 39,931 22.35%
Sun 9,291 40,091 23.17%

Although we would expect Sunday to be the best day in terms of Clicks and Opens as people would tend to check their email regularly but based on the above stat it looks to be move active during the weekdays as compared to the weekend. However, a very interesting phenomenon to be noted is the ration between the clicks and opens tends to be higher on Sunday. Neverthelss Thursday seems outperforming other days.

On the other hand if we are to consider the best time to dispatch the email in Thailand Fashion and Online Clothing industry, it would be around....  Any Guesstimates??:

Based on the sample data collected it looks the weight would fall 9:00 to 10:00 AM or even 16:00 to 17:00 PM. Indeed the ideal time for people to get ready for a work and an hour before they leave from work.

Hours Clicks Opens Clicks/Opens
00:00 - 01:00 303 1,320 22.95%
01:00 - 02:00 650 2,546 25.53%
02:00 - 03:00 7,461 35,917 20.77%
03:00 - 04:00 9,371 41,930 22.35%
04:00 - 05:00 7,668 35,103 21.84%
05:00 - 06:00 6,386 27,377 23.33%
06:00 - 07:00 4,947 21,275 23.25%
07:00 - 08:00 4,057 18,099 22.42%
08:00 - 09:00 3,700 16,502 22.42%
09:00 - 10:00 3,375 14,259 23.67%
10:00 - 11:00 3,034 12,954 23.42%
11:00 - 12:00 2,423 11,149 21.73%
12:00 - 13:00 2,196 9,853 22.29%
13:00 - 14:00 2,239 10,016 22.35%
14:00 - 15:00 2,456 10,750 22.85%
15:00 - 16:00 2,584 10,922 23.66%
16:00 - 17:00 2,505 10,470 23.93%
17:00 - 18:00 2,012 8,657 23.24%
18:00 - 19:00 1,392 6,340 21.96%
19:00 - 20:00 852 4,014 21.23%
20:00 - 21:00 470 2,201 21.35%
21:00 - 22:00 285 1,402 20.33%
22:00 - 23:00 190 836 22.73%
23:00 - 24:00 209 835 25.03%

Note: These above stats are indicative and should be meant for learning and experimentation purpose. It would highly depend on the type of product being made available online during the period of the study.

Posted at at 7:17 AM on Thursday, August 23, 2012 by Posted by Rabin Gupta | 0 comments Links to this post   | Filed under: