The timing of your email marketing campaign is very important. The only way the campaign can be a success is if the subscriber actually opens and reads the email. If you send too many emails the reader can get annoyed and opt-out or even worse just delete the emails. Therefore you need to make sure that your email has a purpose.
Make sure the subscribers know when to expect the emails. Are you sending daily, weekly, or monthly emails? Are you announcing a new product or service?
Think about the best time of day to send the emails. Are the emails for a business or an individual? You should send business emails to a business email address in the morning or during the work day. Personal emails are best if they are sent before work, during lunch, or after work.
Think about which email would be more effective:
1) Saturday morning 9:00AM – Information about a new marketing webinar or a discount for the local children’s game room? The weekends are normally spent with family and not at work. More people are looking for fun activities than thinking about work.
2) Tuesday at 11:00AM – A free social media analysis for your business or the newest promotion for the hottest night club? While people are at work they are not checking their personal email. They are thinking about their job and what needs to be done. People are not thinking about their weekend plans at the beginning of the week at work.
3) Thursday at 6:00PM – An online clothing sale or free business cards with purchase of office supplies? After work people are more likely to do some online shopping for themselves. Most people would like to leave work at work.
Also keep in mind that not everyone lives in the same time zone as your business. If you keep track of the location using a segmented list you can make sure they receive the email at an appropriate time. You should always try sending the email at different times at the beginning. Use the statistics to figure out what works best for your business.
Written By: Stephanie Dunaieff, May 21, 2014