Now that you’ve made your email marketing campaigns more relevant and segmented your lists accordingly, it’s time to look at the frequency and timing of your emails. The relevancy of your campaigns will nearly always be more important than the number of messages you send. A single ill-thought-out monthly email newsletter, which offers little value to the recipient, will be less welcome than a more frequent series of targeted, relevant, and actionable emails. The optimum delivery time will vary depending on your target audience. For example, an email targeting a potential business client will best be delivered during working hours, while an email targeting a young mother may return more positive results if delivered later in the evening (once the kids are in bed). Businesses targeting an international audience may also find more success by segmenting and timing their campaigns by geography. Testing will help you optimize your timing and frequency strategies in terms of engagement, unsubscribe requests, and return on investment.
Remember: Your subscribers are highly unlikely to be sitting at home waiting for your email marketing messages to arrive in their inboxes. Their concern is not when or how often they receive a message from you. All they care about is how relevant your message is to them and if it offers them the perception of value (which could be a piece of actionable insight or just a great deal).
Case Study: The Wine Tasting Company used to religiously send an email marketing newsletter to its subscribers once per month. The sole purpose of this monthly newsletter was to sell tickets to the company’s wine-themed events, and as such, the newsletter had mixed results. After attending a course in email marketing best practices organized by iContact, The Wine Tasting Company changed its approach. It increased the frequency of its campaigns and began to use email not primarily as a sales tool, but to better position itself as a wine expert by delivering relevant, engaging, and interesting content craved by its customers. The company also stepped up its social media campaigns on Facebook, Twitter, and LinkedIn to both complement and fill in the gaps between email campaigns. Despite the increased touch points, subscribers remained engaged, there was no increase in unsubscribe requests, and inquiries regarding The Wine Tasting Company’s events increased.
Are your email marketing campaigns leaving cash on the table?
Email marketing is one of the most cost-effective and therefore profitable online marketing solutions available to today’s entrepreneur. Its simplicity and speed, combined with its low cost and transparent, easy-to-understand reporting, make it a popular driver of business for companies and organizations of all sizes.
Despite this, many marketers fail to maximize on their potential from email marketing.
Could your email marketing campaigns be more effective? Would you benefit from a quick review of email marketing best practices? Are you making common email marketing mistakes that reduce the success of your campaigns?
We believe that successful email marketing starts with 10 easy-to-follow rules that help you maximize your results while avoiding those “rookie” mistakes that damage your reputation and eat into your profits.
Download your free 10 Rules for Successful Email Marketing guide from iContact.