Strategies — Know When to Send Your Marketing Emails

Photo by William Iven on Unsplash

 

Yes, there are good times to send marketing emails, and there are less opportune times.

If you pick the right subject and time, you’ll increase your odds for the most-opening and clicking rates.

If you send a poorly timed email, it could lead to a recipient unsubscribing from your list.

A well-planned process starts with the question: What is the right objective for your situation?

Here are examples:

1. Shopping cart abandonment – If you want to recapture a prospect who browsed your site and abandoned the shopping cart, send the email immediately.

2. Site shopping – A lot depends on the prospects’ purchasing history. Analyze and study shopping patterns to determine when to contact them.

3. Awareness campaign – Generally, you can send the emails just about any time as long as you have an effective subject line and headline.

 

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4. Attracting prospects to your store – You’ll often get the most response if you send the emails in the evenings and especially on weekends, and if they’re mobile-friendly. They work well when prospects are out and about shopping and doing errands.

5. Requesting reviews – If you want feedback, send emails mid-week or early evening hours when people tend to have the most time.

6. Attracting prospects to your site – Typically, such emails work best on Tuesdays, then on Wednesdays or Thursdays in mid mornings or early afternoon. The worst times are on Mondays when people start their work weeks or on Fridays when people are getting ready for the weekend.

 

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Email marketing platforms

Email marketing platform software will help you in send time optimization (STO). With STO, you’ll best anticipate when your subscribers to usually open emails, once you know the history of subscribers’ tendencies.

Note: STO isn’t helpful with new email programs or new subscribers.

So, be clear on your goals to maximize the effectiveness of campaigns.

Other factors

Newsjacking or tying into current events can lead to click-thru rates. Many campaigns work well when timed during a big news event, sports or concerts.

 

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Weather can also play a role in deciding whether to send emails. For instance, crises such as tornadoes or floods are not the times to send emails.

But in the aftermath of weather catastrophes, you can profit from sending special coupon codes. For example, if you sell home-improvement products or services, a special coupon code can be effective for you.

Holiday season emails for subscribers to order and shop need to be sent with sufficient lead time for them to buy.

Time zones will determine when to send emails to certain subscribers. If you’re attracting people to your site, send emails mid-mornings or early afternoons on Tuesdays but keep in mind the New York recipients are three hours earlier than those in Los Angeles. So, make certain they arrive at the right time.

From the Coach’s Corner, related tips:

Digital Marketing for Newbies – SEO, Content and Emails— Content marketing, emails and search engine optimization are great marketing tools, if aligned together. Here’s a primer.

Free Vital Email-Marketing Tools (or Have Free Trial Periods) — Whatever your business, whether it’s B2B or B2C, email marketing is a cost-effective way of targeting your prospects and connecting with your current and past customers. For important email marketing tools that are either free or have gratis trial options, here is a list.

You Will Profit from Content Marketing, If You Teach Well — The secret to success from your content marketing – you must be great in online teaching and in building trust. Here’s how.

Tips for Your Success with Effective Follow-up Emails — Ever wonder why you’re waiting nonstop for emails – why you’re unsuccessful after you send follow-up emails? It might be because of your approach.

Ecommerce Profit – Tips to Get Lifetime-Value Customers — If you’re selling via ecommerce, you probably know the geography where your customers reside and have insights about their preferences. But demographics are important, too.

“‘Personalization’ is a popular word in retail, and people often misuse it to describe simple marketing tactics, like segmenting emails or using big data to identify the likely gender of a visitor to their websites.”

-Katrina Lake

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.