It’s easy to think that your email strategies entirely depend on the types of emails you send or the types of campaigns you run. But there are a number of easy strategies you can put in place that focus more on time than on content.
A few simple changes can help your emails transition from ineffective to successful. Here are the best effective email practices to start today.
Webinars and Interaction
Maybe you often run webinars, discussions, or other interactive communications with your clients and customers. If so, the best days to host these are Tuesday, Wednesday, or Thursday. Most people reserve the bandwidth for the middle of the week. Monday is when the majority of people are busy getting ready for the week. Friday is when they are winding down and looking forward to the weekend.
The middle of the week tends to afford the most time for other interests. If you like to host webinars or classes, try hosting them in the middle of the week. You are more likely to get live viewership, even if the webinar is during work hours. Consider convenient times, like mid-afternoon. This offers more flexibility to those in another timezone. Your audience will appreciate any attention you give to their convenience.
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Closing a Sale
If sending a promotional email intending to close a sale, the best time of the week to send is on a Wednesday or Thursday.
Coordinate with your sales team to make sure they are on board with this. Whether actively selling in person or online, they should also be focusing on these days that have a higher success rate of sales.
For email marketing, you want to consider this from a few different perspectives.
First, think of your empty cart strategy. If a potential customer abandons their cart, do you send a reminder email? As we addressed in 5 Email Campaigns to Engage Leads, you want to have an automated email go out to them. Consider ensuring they receive one of those follow-up emails on a Wednesday or Thursday.
If we are looking at this in terms of monetization campaigns, these are the promotional emails we send to generate sales. Never run two monetization campaigns at the same time. This exhausts your subscribers. They will feel overwhelmed by the constant barrage of sales pushes. Leave space between your monetization campaigns to avoid people unsubscribing. Worse, they might lose interest in your business altogether.
Scheduling Your Emails
When it comes to the actually time you send your emails, they should go out Monday-Thursday at 9:00 am. Generally, this is when email engagement is the highest. It’s the beginning of the work day for most people. They are most active on their email accounts at this time, while getting ready for the work ahead.
But don’t forget to allocate for different time zones. You can segment your email list by timezone to make this easier.
Planning your email calendar will give you a great opportunity to see ahead. Just as you plan promotions, webinars, and other marketing tools, your email calendar should give you room to change. It must be far enough into the future that you can make necessary changes ahead of time as needed. By automating your emails for the ideal time, you won’t be scrambling to send anything at the last minute.
Engaged and Unengaged Segments
It’s important to keep your audience separated by those who have engaged in the last 30 days and those who haven’t. Take the best performing emails from your engaged list and send them to your unengaged list. This gives your less interested audience your top content and increases the chances that they become engaged.
There are different ways to determine those who are engaged and those who aren’t. Maybe it’s those who have or haven’t purchased in the last 30 days. Or if your product isn’t going to require immediate follow-up purchases, it may be clicks in an email.
Either way, using segmenting to re-engage those who have lost interest can be extremely useful. They won’t feel burdened by a constant barrage in their inbox, exhausting their interest. They will only receive your top content.
Align your email marketing campaigns with your company’s promo calendar. This ensures that your brand is consistent across channels, keeping your products and services top-of-mind for your customer.
They will not only see these promotions in their inbox, but across any social media channels where they follow you as well. It gives your company the consistency and cohesion necessary to form a well-run marketing campaign.
Time to Schedule
With these best email scheduling practices, your business can meet new targets, see more conversions, and better communicate with your customers. With a little bit of planning and a whole lot of automation, it’s easy to implement. The time to schedule your marketing emails is now.