How Often Does Your Audience Want to Hear From You? [Part 4]

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Welcome to Part Four of our email marketing series. In the first part of this session, we briefly went over strategies for successful email marketing campaigns. Then we moved forward to the importance of targeting those campaigns for a certain audience. Our most recent section of this four-part series identified content ideas that can add zest to your email marketing strategy. Lastly, we will finalize this email marketing series with information on the best frequency for sharing emails with your target audience.

After carefully crafting your content with your target audience in mind, the question then arises, “When should we share this with our subscribers?” The answer is not set in stone. It varies based upon your industry, the product being sold, and how much content you have to curate and share.

Frequency

Consider Your Competitors:

How often do your competitors send out emails? Signing up for the email lists of the leaders in your industry allows you to piggyback on their well-paid marketing director’s expertise and guidance. Not only is this a strategy of what to do, this can highlight what not to do, including offering a guide as to appropriate frequency and relevancy of content shared.

Consider Your Content:

This is simple to consider. How often can you generate relevant, valuable content for your client base? Consider your personal workload or whether you can dedicate a few team members a set number of hours each week to this task. Crafting quality content for your client base takes time, effort, and focus that you must be sure you have in the reserves to offer.

Consider Your Industry:

How often will your customers interact with your product or service? If you are a cinema or other entertainment arena, sending out emails pertaining to the upcoming weekend events is a great idea. Alternatively, there are few individuals that want to receive information about supplements each week (in fact, 2016 research shows that email marketing related to the automobile industry and insurance industry received the lowest CTO rate).

Consider the Day of the Week:

By attempting to be one of the first emails your customer sees on Monday morning, many sources suggest sending your email either on Saturday and Sunday. On Saturday and Sunday, you have to fight and crawl through less competition to get your customers attention. Alternatively, the best days to send your email (based on over 10 data based studies) are Tuesday, Thursday, and finally Wednesday. On these days your email is certified to receive the most opens, as compared to other days of the week.

Consider the Time of Day:

Recent studies have shown that the following times are best for sending email content:

  1. Late Morning: Around 10am
  2. Late Evening: From 8pm to Midnight
  3. Mid-Afternoon: Around 2pm
  4. Early Morning: Bright and early at 6am

Although following these data driven insights seems like a surefire way to go, also consider your audience. For example, retail based online stores should consider their target market will most likely be making an online purchase Sunday through Wednesday between 8am and 1pm. Schools can consider sharing content on Sunday afternoon’s, before the parent’s work week begins and they are busy planning their children’s week anyways. Event companies can consider sharing a final weekend reminder a few days before the big event begins.

Whether or not your email is sent at 1pm on Wednesday or 3am on Sunday can be the difference between having your email seen or having it be lost in a herd. Combining data driven guidance from industry leaders and analytics from your own customers will offer the best guide as to how often your email content should be shared.

Email Marketing Campaign Summaries

Part One: Email Marketing Overview

Email marketing is an excellent way to reach your customers. With a bit of added time each week, you can reconnect with customers and boost sales. Email marketing campaigns can be used to regain abandoned shopping carts, to promote new products, or to welcome a new customer. Quality email marketing campaigns can boost your company’s interactions and relationship with your customers. By boosting these relationships and your sales, you can reinforce your brand in your clients’ minds for the long term.

Part Two: Identify Your Campaign’s Audience

In the second part of this email marketing series, we explored the importance of having a targeted audience. First, companies should review what solutions they provide their clients. This is the value you provide your customers that they expect to receive more of. By finding unique and thoughtful ways to support your client’s needs, you can create a niche for yourself in their minds. By identifying your campaign’s audience more specifically, you can understand how they make purchasing decisions and how you can cater to that process. If a deciding factor between you and a competitor for a mom, is the ability to purchase wine with her chocolate, rather than flowers, you can fill a desire that your competitor may not be aware of yet.

Part Three: Content is King

By providing your email campaign audience with a variety of content, you can keep them engaged and eager to hear from you. By sending your customers birthday deals, an abandoned cart follow up, or information about new services, you can build your customer relationships and upsell your products. A few email content ideas include providing advice on choosing between various products, ask for feedback on your customer service and products, or a reminder to reorder reoccurring products.

Part Four: Timing is Everything

It is best to send your emails during the middle of the week (especially if you sell consumer products), but it is important to alter this based on your industry. If your shop closes on Friday, that might be a bad day to share an email encouraging customers to visit your shop. If you are a theater that plays movies in the evening, it may be better to send an email campaign in the late morning, so customers can plan to visit your theater later that evening.

We hope that this email marketing series helped you boost your email marketing campaign. In the comments, let us know what works best for you and your team.

Follow the Limegrow blog for more upcoming posts on email marketing– including the best tips, tools, and strategies you can take advantage of in the future!

Previous Article: 8 Content Ideas for Your Next Email Marketing Campaign [Part 3]

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