The Power of Timing and Frequency in Email Marketing
What is the best time of day or week to send an e-mail blast to thousands of potential customers? When you pay for targeted lists, you certainly want to get your money’s worth and make the most of any marketing campaign.
The unanimous answer from most marketers is, “it depends” when trying to figure out the best day and time to send out a newsletter or email marketing campaign. You will need to take into account your audience and the content of the email in order to attain the best results.
Does it make a difference if you are marketing to Business to Business (B2B) versus Business to Customer (B2C)? The answer is yes. With regards to B2B, businesses’ selling to other business owners only, the target customer tends to open and check email at some point during the work week. However B2C may see their target customers opening emails on various weekday evenings and even weekends when they may have additional spare time.
It is unquestionably worth it to test the campaign/newsletter so you have a benchmark as a starting off point. The analysis of clicks, opens, conversion rate, social sharing and revenue per campaign will help determine what needs to be tailored with each campaign delivery. Taking a look at similar industry trends is a beneficial way for introducing a new product before sending out information blindly.
There is no “perfect” day or time to deploy an email campaign. The variables vary significantly based on client, the client's target audience, call-to-action, industry, seasonality and customer's buying cycle. It is easy to overthink this process but the easiest way to put it is: define the who; what; where; when; and why followed by testing your strategy.
For more information about email marketing, contact JASE today! We are looking forward to speaking with you.
image credit: Social BIz Solutions' on Flickr
The unanimous answer from most marketers is, “it depends” when trying to figure out the best day and time to send out a newsletter or email marketing campaign. You will need to take into account your audience and the content of the email in order to attain the best results.
Does it make a difference if you are marketing to Business to Business (B2B) versus Business to Customer (B2C)? The answer is yes. With regards to B2B, businesses’ selling to other business owners only, the target customer tends to open and check email at some point during the work week. However B2C may see their target customers opening emails on various weekday evenings and even weekends when they may have additional spare time.
It is unquestionably worth it to test the campaign/newsletter so you have a benchmark as a starting off point. The analysis of clicks, opens, conversion rate, social sharing and revenue per campaign will help determine what needs to be tailored with each campaign delivery. Taking a look at similar industry trends is a beneficial way for introducing a new product before sending out information blindly.
There is no “perfect” day or time to deploy an email campaign. The variables vary significantly based on client, the client's target audience, call-to-action, industry, seasonality and customer's buying cycle. It is easy to overthink this process but the easiest way to put it is: define the who; what; where; when; and why followed by testing your strategy.
For more information about email marketing, contact JASE today! We are looking forward to speaking with you.
image credit: Social BIz Solutions' on Flickr
Wednesday, August 08, 2012 written by Kate Cerone
Tags:
B2B, B2C, call to action, conversion rate, CTA, email blast, email campaign, email marketing, Inbound Marketing, marketing, online marketing, social sharing
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Inbound Marketing
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