The fact remains that conversion rates are higher clearly on certain days and hours than others. Theoretically speaking, if you are able to get your vital email marketing message across to inboxes of target customers at the time they are probably most likely to convert, it helps. The efforts thus should lead to improved conversion rates and ultimately, more business revenue.

Of course, there are ways of determining the optimum or most accurate mailing time, rather than merely relying on instinct. In this context, Google Analytics can be an effective tool, if used judiciously and with help of expert advice. Here are steps to accomplish the task:

Finding the most suitable time to dispatch emails

• In order to arrive at the most precise time at which conversion rate of your business site is at its peak, you will be required to create certain advanced segments for the purpose of separating transactions into specific time period segments.
• It is possible to create as many as you want. For example, three or four like 7am-12am, 12am-5pm and 5pm-7am can be chosen. If you realize that the last segment is providing better conversion rates as compared to the other two, you may target it, till you get the time right.
• You need to click on ‘Advanced Segments> All Visits> Create a new advanced segment’ link, for creating the advanced segments and then click the tab ‘Dimensions> Visitors > Hour of the day.
• Drag the bar to ‘dimension or metric’ placeholder just at the top. Then click the ‘and’ link; drag a 2nd Hour of the day bar to ‘dimension/ metric’ placeholder.
• Enter the time slots into each requisite field to segment the traffic up, or you may to add them to your Analytics account.
• To find the best time, visit ‘Advanced segments> All visits> Custom segments’, and check all the segments that you just created, and then click ‘Apply’! Click the Ecommerce tab on left hand corner, and at the top you will notice the conversion rate of all visits as well as that for the time segments added by you. Accordingly, you may decide when to send your marketing email.

Using the date widget

To check different weeks and months, or even to extend the time period to cover a span of one year or more, you may make use of the date widget. Provided you have sufficient data, so as to fully ensure the data you are receiving and analyzing is consistent enough.

Having identified the peak conversion rate time slot, it’s not a bad idea to drill-down a bit further. Revisit the advanced segments tool to create additional segments for the time periods falling within. Importantly, this will let you decide at which time windows the highest conversion rates are observed. Accordingly, you can time your mailing activity so as to cover the different peak conversion rate times.