Timing is, as they say, everything. For direct email marketing it is even more important than that. The question of whether your email marketing campaigns should be sent daily, weekly or monthly is not the real point. Indeed, such rigid restrictions limit the effectiveness of an email campaign.
Research supports the generally accepted premise that the best days of the week to send B2B marketing emails are Tuesday and Thursday. The theory runs that on Mondays there is glut of emails from the weekend and previous Friday afternoon to deal with. The Friday is taken up by completing the week’s tasks and, presumably, sending emails in the afternoon, although why Wednesday is a no-no is obscure.
Such general rules should be treated with care and there are other ways to help you find the right time. For instance, when do people visit your site? You should not be thinking here of morning or afternoon but times related to your business. If, for instance, you run fine art auctions, is it two days or a week before the start date that visits start to peak? How much better to save them the trouble of logging on to your site just to discover the time and location when you can send them a personalised email invitation and even better, treat them to what they will miss if they don’t accept.
Don’t feel that the internet contains all knowledge. If you have a shop or counter, find out their busy time and when specific items are in demand. Counter sales in a caravan accessory dealers would be expected to have a peak some time before Easter. But what is bought at the end of the season? Such figures show what sells when you are passive: i.e. when your customers want to buy rather than when you are looking to sell.
It is tempting to schedule the send of an email campaign when it is convenient to you but this is not a consideration you should put any weight on. Aim for them to be delivered at a time that will produce the best response. B2B emails delivered overnight will struggle for notice against the influx of spam and the recipient might well find discretion difficult to come by once they are in delete mode. There is the additional pressure of the early morning rush and many might feel that they just haven’t got the time no matter how tempting the offer.
Working out when to send email marketing campaigns can be a little daunting, there being 24 hours in the day and 365 days in the year, but if you spread them a little and then compare the statistics of opening and click-throughs to your microsite, the figures will point the way.
There is no simple answer to how often to send emails. Your customers do not want to be overwhelmed with either too many emails or too much content in fewer. But, of course, you do not want to miss an opportunity to display your product.
How frequently will your customers buy? If it is monthly, then twelve times a year is a simple calculation. However, if you sell wedding dresses then it is assumed the frequency would be much lower. However, you might feel an expansion into anniversary celebrations will bring returns, supported by annual emails a month or two before the date.
Another consideration is the amount of content in the email campaign. The answer to the balancing act between too much content and too many emails is a difficult one but remember that some information can be kept for the microsite. If you have pitched everything well, your customers should be intrigued and will feel the extra effort of reading through the microsite well worthwhile, they might even buy something!
Timing is a difficult skill but it repays the effort to perfect.
Effort = Marketing Conversions2
Johns Nesa is a freelance author who has the vast knowledge in direct email marketing and email marketing campaigns. For more information on email marketing she suggests you to visit: http://www.wizemail.co.uk Article Source:http://www.articlesbase.com/email-articles/email-marketing-relativity-emc2-889326.html
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