The value of your email list is only as good as its health. One of the most important, regular tasks of any email marketing campaign is to ensure that you perform maintenance on your mailing list. During maintenance, you should be removing any contacts that regularly bounce or aren’t responding to campaigns.
Here are seven reasons to make cleaning your mailing list a regular task.
1. It Saves Costs
The more people you have on your mailing list, the more it will cost you to run it. Normally this is not done on a per subscriber price. For instance, those with 999 subscribers on Fluttermail cost $17 per month, while those with 1001 subscribers cost $29 per month.
2. It Improves Analysis
There are many reasons why subscribers become inactive. One reason might be because they’ve changed email addresses. If you have emails being sent to an inactive account, then you can’t analyse campaigns accurately because these dead accounts are skewing results.
Removing dead accounts allows you to focus on people who at least semi-regularly open your email campaigns.
3. Gives You Opportunities To Sell
While removing inactive subscribers is important, it shouldn’t be the first thing to do with subscribers who aren’t opening mail. Some people do read subject lines and go straight to your website to make a purchase. Therefore, when identifying those who aren’t responding any more, you should look to create a re-engagement campaign. Research has shown that inactive subscribers are worth about 32% of active subscribers.
This should encourage people to tell you they’re still interested in hearing from you. Those that don’t take any action can then be removed from your list.
4. Find Malicious Emails In Your Subscriber List
It’s important that you find those on your mailing list that are spam or malicious accounts. These email accounts can cause your business real harm. Email addresses within these categories should be removed without question.
Malicious email accounts can often be spotted manually because they don’t have corresponding names with email addresses or weird email addresses (i.e. XtrebleYU@domain.co.uk).
5. You Can Remove Subscribers That Have No Value To You
Sometimes people subscribe to your business’ mailing list who have no value to you. For instance, if you sell only in the US, Canada or another country and you get subscribers from the EU, Russia or another area, then you can remove those subscribers.
Those that aren’t of value to your organisation are just costing you money and skewing your statistics. They’re also getting irrelevant content which won’t help with your reputation.
6. Its Easier To Do It Regularly
When you have thousands of subscribers on your mailing list, if you only check them rarely, then it will take up a lot of your time. Instead, checks done on a regular basis take up less time and allow you to be more responsive to changes.
Regular checks can be scheduled every one to three months. It shouldn’t take any more than a few hours work, but it can save hundreds of dollars a year.
7. It’s Good For Compliance
There are lots of email marketing laws that protect consumers from illicit marketing emails. While subscribers might have signed up, that doesn’t always mean that they want to receive marketing content. They just don’t read the sign-up details properly. In addition, some subscribers might try to unsubscribe from your mailing list, but don’t complete the process.
By regularly scheduling in maintenance for your mailing list, you can remove people who have no interest in your marketing content and comply with legal requirements.
Maintaining your email marketing list is really important. It can help your business to be more effective in marketing, finances and compliance. Therefore, you should always be looking at doing maintenance every one to three months.
When was the last time you completed maintenance on your email list? When do you next plan to do this?
Let us know in the comments below.
Image via Pixabay.
Digital marketing is about attracting, convincing, and selling to customers. There are many ways to do this, but one thing has been clear for a number of years: that it takes more than one or two interactions to sell to the majority of customers.
In fact, research has shown that 80% of transactions are not made until the 5th and 12th interaction with a brand. This can be hard to achieve on one channel, which is why you need as many channels as possible, working together to create a sales funnel that creates those necessary interaction points as quickly as possible.
Why Use Multiple Platforms To Market Your Product
There are many who believe that one sales channel is their only way to achieve sales. However, this is a flawed system. If you used emails exclusively, you might need to send 12 emails to get them to buy. If you send one email per week, that’s 12 weeks to generate the sale, a long time, and that could mean you lose out to a competitor.
However, if you use a mix of platforms, you might catch the eye of the consumer at several points of the day. For instance, when they check in on Facebook and see some of your content (organically or paid) they are making an interaction.
When they are doing some research, with good SEO work, they might see some of your content on the subject and then read it: another interaction point. Therefore, when you next send an email, your potential customer isn’t just on interaction point one, they are on interaction point three or four.
However, if you don’t have these marketing channels aligned, you might be doing more harm than good to your marketing. Instead, you need to find a way to combine them into one campaign that’s mutually beneficial.
How To Combine Platforms Into A Single Campaign
The first step to combining platforms into a single campaign is to ensure that each platform is connected to the others. You don’t want each platform to just connect to another, you want to include as many platforms as you can from the other platforms.
So for instance, on a piece of web content, whether it’s a landing page, downloadable content, or blog post, you need to connect it to your social media accounts and mailing list. On your emails, you should direct them to a landing page and also social media profiles.
The challenge is on social media. Here, each piece of content should refer to just one link, e.g. a mailing list, or web content. But generally, with your social media campaigns, you should refer to all your other platforms equally.
You’ll then need to find a way to direct audiences to the next platform. This can be done with a good call-to-action. A good call-to-action should include:
• Definition of the action you want them to do.
• Time delay.
• An interesting offer and/or promise.
Finally, you need to consider how each piece of content is connected to the next. You want to take the customer on a journey where each interaction is another step in a single journey. So, if you sent an email about cooking a holiday meal, you could have call-to-action about the desserts or games for the festive meal. As long as it’s relevant and adds value for your customer, then you’ve got some good content. Here you have at least two interaction points.
Another good example of this would be offering people tips on social media about cooking, and linking that to a landing page where they can subscribe to a mailing list for ingredients, cooking instructions, etc. This scenario has at least three interaction points.
Therefore, by connecting marketing on all channels, you can cut down the time to sell from up to 12 weeks to under three weeks.
Selling online can often mean that you have as many as 12 interactions before your customer makes a purchase. This can take a long time if you only use one platform to sell. Instead, you need to combine social media, web content and email marketing campaigns to minimise the time it takes to sell to your customers.
Do you combine your marketing platforms? How do you ensure they are aligned?
Let us know in the comments below.
Emails are one of the best ways for you to create an experience for your audience that will sell. In fact, email has been found to be the best sales platform online for over a decade. Audiences trust emails when they’ve subscribed to a list, and they enable you to offer relevant content.
However, there are many missed opportunities when it comes to selling via emails; especially when audiences are looking for an engaging experience.
So how do you make more of your emails and engage you audience? Here are five techniques to try in your next campaign.
1. Start Designing Emails That People Want To Read
Before you start implementing new software or strategies with your email campaigns, you need to create effective emails, to begin with. There are several ways to do this without making to many changes to your campaigns.
These tactics include:
- Stop using jargon or inside-industry talk.
- Use engaging subject lines, preheader text and titles in the email.
- Use personalisation.
- Ditch the passive voice.
Use these tactics and you’ll start to see better open rates and readers spending a longer time on your emails and landing pages. You might see a higher click-through rate too.
2. Use Videos Within Your Email Campaigns
Videos are highly engaging and very memorable. They can also be attached to email marketing campaigns with ease. This makes them valuable, especially as 81% of people have been persuaded to make a purchase after watching an explainer video.
As emails are already highly effective at selling, adding video to the mix will increase their effectiveness. At the same time, you can improve your reach online by having the videos hosted on YouTube. Every subscriber who watches your video will then count towards the views count, and the more views you achieve, the more your video will be promoted.
Videos should be short, so try for under two minutes, and have a clear call to action at the end.
3. Use Polls, Surveys And Quizzes To Engage With Audiences
Users love polls, surveys and quizzes; especially if they’re not serious, a little bit fun, and don’t give too much information away. For instance, if you sell a range of dolls, you could have a fun quiz matching the audiences’ personality with the dolls’ characters.
Polls are also great, as people get rewarded by seeing their votes count for something. For example, you could offer subscribers the choice of what new flavour you will develop next, or what video you will create. These interactions help you to see what audiences are looking for and guide your content creation strategy.
4. Send Emails At The Right Time
You know what makes emails really engaging? Them being delivered at the best time for your audience. If they are in the mood for reading your email, and have the time, they will read your email. But if you send it at a time when they are too busy, it could be lost.
There are few ways to determine the best time for sending email campaigns other than A/B Testing. This should be done almost continuously. It doesn’t hurt to segregate your list either into different groups that read their emails at different times.
5. Keep It Short And Simple
Another really good way to get your emails to be engaged with, is to keep them short and simple. The less information you have on the email, and link to a landing page, the more click-throughs you are going to get.
However, you will only achieve a better click-through rate if your original premise has several elements including:
- An emotional need from the audience.
- A relevance to the audience.
- Ease of access to the audience.
- Something to intrigue them that the next step is different.
Email marketing is really effective and with a few tweaks you can boost their effectiveness and earn more revenue from your campaigns. The five simple tactics above can help you get that better engagement experience for your audience and make your campaigns generate great returns.
How do you make emails engaging? How do you determine what an engaging email is?
Let us know in the comments below.
Image supplied by Pixabay.
Just because you are a non-profit, it doesn’t mean you can’t have an effective email campaign that grows awareness for your good cause and builds donations to help you continue with your activities.
Here are several ways to create better-performing emails for your non-profit.
1. Tell A Story
People love to hear about stories. That’s why reality television is so popular and how so many celebrities like the Kardashians have grown their brand – they’ve told a story about their lives. The same can be said about your brand and its good work.
You can tell the story of how you have helped people with your non-profit. Have you helped to educate people so they can start new jobs, support themselves, etc? These are fantastic real-life stories people like to read and interact with.
2. Tell Them Why You Need Donations
Research has consistently found that giving a reason for why you are making a request can improve positive results. Therefore, consider telling people what you are spending their donations on.
There are numerous ways you can do this but try not to be too general. Saying that you need donations to continue your good work is less likely to work than being specific about a project you are running.
For instance, you could state that you are looking to raise funds for new equipment. Name the equipment, what it is used for and how it will benefit your activities. This way, people can see how they are directly helping your non-profit.
3. Give Rewards For Interaction
Some people like to be recognised for their contribution to good causes. That doesn’t mean that they want a badge, pin, teddy, etc. for every donation they make. Sometimes recognition can be just as good. Therefore, consider ways that you can reward your patrons.
It might be something as simple as regular newsletters about a particular project, membership to special content created just for donators, or public recognition of their contribution. These can be simple to maintain.
Another thing to consider is that not all contributions are monetary. Some are based on spreading the word of your business. This can be just as rewarding for your business because if one person introduces three new donators to your non-profit, then you have three times as much towards your next project. Rewarding this person should be done, even they haven’t contributed funds themselves.
4. Test, Test And Test Again
Another important aspect of email marketing is A/B testing to ensure you are getting the most from your non-profit’s emails. Something as simple as the time of day you send emails can have a significant impact on the results.
You want to A/B test your email marketing campaigns to ensure you are getting the best results. In reality, testing is unlikely to ever stop as there are numerous tests that should be carried out such as:
- Time of sending.
- Colour of buttons.
- Language used.
- How you address subscribers.
- Subject lines, pre-header texts, etc.
5. Use Images And Videos
Text is harder and more time consuming for readers to digest. Therefore, text-only emails are going to have poorer results than those that include images and videos. Ensure you are always including something that is relevant to your email.
Videos can also be kept on YouTube or another video sharing website that can give you long-term benefits. Images can also be used on a website where they can contribute to your search engine rank.
Your non-profit needs to generate interest and donations to operate. Email marketing is a fantastic way to help with both of these, but they need to be effective. With the right words, images and other elements you can sustain your non-profit and continue to support good causes.
Do you operate a non-profit? What email marketing tips do you have?
Let us know in the comments below.
Image supplied by Pixabay.
If you want to grow your business and be very efficient with your sales, then you need to consider automating your marketing. Not only will it skyrocket your sales, but it will free up your time for you to complete other tasks within your business.
But what is marketing automation and how can it help your business? Here’s a quick guide for you.
What Is Marketing Automation?
Marketing automation is any activity used to promote a brand that is not manually undertaken. This can include numerous activities such as social media, email marketing or SMS. Not all of these activities have to be included in a campaign and most often email marketing is the prime marketing automation outlet.
Marketing automation is initiated based on a number of behaviours. For instance, an email sequence is instigated when a user subscribes to a mailing list, or content is published on social media when someone shares another piece of content.
How Can Marketing Automation Be Used?
Generally, the main purpose of marketing automation is to convert the prospects into customers. However, marketing automation can be deployed in numerous ways. For instance, one of the main applications is to have a cart abandonment campaign where a user who has abandoned their purchase is emailed to encourage them to complete. This can be done over two or three emails over numerous days.
Another common tactic is to create an email sequence that follows a download or subscription to an email marketing list. This can be really great, as it builds trust with an audience and demonstrates your knowledge and experience within a niche. You can also monitor your results to see who is really interested in your content.
Finally, marketing automation can be used to collect feedback after a conversion or to create repeat custom. This deployment is really useful as it lowers the customer acquisition cost and improves revenue. Those customers who have already purchased are also more likely to spend more if they were satisfied with their original purchase.
Enticing reviews can also be beneficial as peer reviews are trustworthy according to customers and the more reviews you can generate, the more conversions you will have.
What Are The Advantages Of Marketing Automation?
There are numerous advantages of marketing automation and very few drawbacks that mean automation should be part of your marketing strategy. Some of the key benefits include:
Reduce Time Spent On Marketing: While marketing generates sales and leads, the more time you spend on it the higher your acquisition costs. With marketing automation, you can create your campaign and then set it to go, leaving your software to do the hard work. Therefore, less time is spent on repetitive marketing, reducing costs.
Be More Responsive: Customers want answers and information immediately. This can be very hard to achieve when you are a small organisation and you wear many hats in your business. But marketing automation can often provide information quickly helping customers make informed purchasing decisions.
Be More Relevant: Content can be created for campaigns that are specific to services, products or information the prospect wants. For instance, if they are interested in boy’s shoes, campaigns can be sent just displaying a selection of boy’s shoes and related items. Therefore, content is more relevant to the consumer and has a higher chance of converting them.
Can See Sales Funnel Work: Another benefit of automation is that it can help you directly see when prospects might need to be given an extra push to convert with a phone call. This can be very useful when you are selling services.
Marketing automation is a significant advantage for businesses using it. It can help reduce marketing costs and improve conversions working tirelessly while you do other tasks for your business. There are numerous ways you can employ marketing automation in your business. How you use it for your brand is up to you.
Do you use marketing automation in your business?
Email marketing is a powerful and lucrative marketing avenue. The ROI for most email marketing campaigns can be as high as 4400%. That means for every $1 you spend on email marketing; you can recoup $44. It can also be responsible for more than one in four transactions on a website.
Many factors can influence the success of an email marketing campaign including the list integrity, email design, campaign strategy and the offer you present to the reader. However, there are also many other factors that can affect your long-term email marketing efficiency.
One of these is your email marketing provider.
User Experience Influences Email Marketing Results
The user experience of your website is very much part of the success of your business. The friendlier it is for website visitors, the higher conversation rate you’ll experience. The same can be said for your email marketing provider and your email campaigns.
Some email marketing providers don’t have intuitive interfaces. Therefore, constructing campaigns can be challenging. Those using them, with limited technical ability, can, therefore, opt for more basic email designs which can lead to poorer reception and engagement from subscribers.
Likewise, those email marketing providers with too many design options can be overwhelming, and the best design might not be found or applied.
Data Usage Needs To Be Useful
Another important aspect to consider with any email marketing provider is whether they provide useful reports. Collecting data on your subscriber list and monitoring responses to email campaigns can be vital to making your campaign successful.
For instance, you can notice that someone has opened and clicked through to an offer several times. However, the subscriber might not have ordered anything. There might be several reasons for this such as:
- Delivery costs are too high.
- A website might be confusing.
- A code error on the website.
- They found the product cheaper somewhere else.
- They got disrupted in the buying process.
Without the knowledge of who has, and who hasn’t engaged with your campaigns, you might not know who has clicked through and abandoned the process. This information can be highly useful because you can send another email to prompt them to complete the order.
You could even offer a deal to push them further into making that purchase or ask why they didn’t complete.
Another good report to have is your unsubscribe rates. You can notice the channels where subscribers are coming through and then unsubscribing. For instance, if you notice that those subscribing from Facebook and then unsubscribing is double compared to other channels, you know that you need to change your Facebook campaign.
Cost Of Using The Service
Another factor to consider is the cost of your email marketing provider and what you get for that price. There are numerous price points for providers, but not all of them have the same features for a similar price.
The higher the costs you pay, the more you must earn in revenue for your businesses to maximise profitability. However, you must consider that some providers might cost more, but offer you more features, reports, etc. that can increase the conversion rate for your campaigns.
It is about looking at the balance between cost and features.
Another consideration is also how much support you can get from your email marketing provider. If you don’t get much support from your business’ provider, then you might have severe problems getting the best campaign published.
Consider who offers the best support and what would you do if you had a problem and you didn’t have that support available. Getting private support from another site like Upwork or Freelancer can be expensive and might not be timely.
Your email marketing provider is an important part of your campaigns. Their interface, support and costs can influence the success of your campaigns. Be sure that your supplier is the best one for your brand before you start sending out campaigns.
Who is your favourite email marketing provider? What do they do well and not well?
Let us know in the comments below.
Digital marketing is proving to be highly successful. It offers businesses increased profits by lowering costs and increasing sale opportunities. There are lots of different online marketing channels, but some of them are more effective than others.
This is why some brands only employ certain digital marketing channels.
The one channel we would really recommend is email. Email marketing has shown that it can outperform all the other channels in sales, and it’s easy and cheap to maintain.
But don’t just take our word for it; here are six reasons why your business needs email marketing:
1. Email Marketing Has The Highest ROI
The median ROI for email marketing, as discovered in a 2016 survey, was 112%; more than four times better than any other marketing format. This ROI wasn’t just for 2016. Research has constantly shown that the ROI of email marketing is far better than other digital and offline marketing channels.
Part of the reason is that sending an email is cheap; especially when compared to sending direct mail or making a phone call.
2. Email Marketing Can Reach Customers On The Move
The growth in the use of mobiles is giving more prominence to emails. More than half of emails are now opened on a mobile device. This means that no matter where your audience goes, they can receive your marketing message.
This can’t be said for direct mail or display adverts.
Emails can help you reach customers at important times; such as when they are out shopping or on the move. It also allows them to take advantage of the deals you have on offer, by taking vouchers contained within your email on the go, instead of printing them off at home.
3. Email Activity Can Be Traced
One of the best benefits of email marketing is the ability to check who is reading and taking interest in your marketing messages. This can be useful as one important step of email marketing is sending follow-up messages.
Say you send a deal about a new product; you can grab a list of all those who opened, read, and clicked through to the link on the email and then send them further information. This new information might convince them to make a purchase.
4. Emails Can Be Automated
Whether it is an auto-sequence, cart-abandonment email, or a behavioural response sequence – your email marketing campaigns can be pre-written and sent out without any further instruction. This can be great for you as you can get all the information needed for your sales team while also selling to customers via email, without the need for manually sending emails.
Try to include at least some automation in your email campaigns to reap the rewards that it can bring. A good start would be a welcome email sequence that tells new subscribers what they can expect from your emails.
5. Email Has A Long Lifespan
The average lifespan of a tweet is a couple of minutes, for a Facebook post a couple of hours. Therefore, you have to hope that your core audience is online when you publish on either of those platforms. With email, you don’t have that worry. The email will sit in their inbox until they interact with it.
In fact, some research has shown that it can take two weeks after an email has been sent for someone to buy from it – long after those social media updates have been forgotten.
6. There Is A Larger Audience With Email Marketing
Facebook may boast it has 1 billion users, but there are nearly 3.7 billion email users in the world. Even social media sites know this as they send notifications via email about activity on their accounts. Emails are also needed to sign up for most sites.
Most people also check their emails regularly throughout the day. There are even some people who wake in the middle of the night to check their emails.
Email marketing is one of the best ways to connect with audiences. There are more people with an email account than a social media account, and they will regularly check their accounts throughout the day. Email marketing also has a good ROI and allows you to monitor reception by subscribers.
Do you use email marketing yet? What is preventing you from using it?
Let us know in the comments below.
There is always much discussion around which online marketing sales path is best for businesses and sales. For ROI purposes, many studies have found email isn’t just the top performer, but can also achieve higher numbers of conversions.
Research by Monetate discovered that the average ‘add to cart rate’ for email was 10.91%. In comparison, organic search had a rate of just 7.09%, and social media achieved a mere 2.28%. At the same time, email marketing had an ROI of 38-1. That means for every $1 you spend on email marketing; you will get back $38.
But why is email so effective? And if you aren’t doing so well with your email marketing – what can you do to improve your returns? Here are some answers.
1. Emails Can Be Better Targeted
One of the main reasons why email is so useful is because smart marketers restrict who they send their emails to. All that is required to do this is for your business to collect enough information about the behaviours and interests of your contacts.
For instance, if you sell three products and you track a subscriber’s activities and find out they are only interested in one of them, you should send emails relevant to that product. Ignore the other products as the lead has shown no interest in them.
2. You Have More Control Over Email
When your potential customers are searching on Google or another search engine, you can’t always guarantee what pages, products, or information they are going to see.
Many small businesses can’t afford to employ a qualified search engine marketer, and competition for search engine ranking can be so fierce, that despite your best efforts you might still not rank well. Audiences might also be directed to a different page on your website that isn’t designed to convert customers.
In email marketing, you can decide which pages you send leads to, and these can be designed for conversion from the start. This means you have a higher chance of converting your readers.
SEO is very expensive in comparison to email marketing. A good SEO campaign can cost upwards of $750 per month. Email marketing can be as little as $17 per month. Your primary challenge for email marketing is subscribing individuals to your mailing list, and there are several good tactics to support this.
3. You Set The Interaction Point
Another advantage of email marketing is that you can set the time the email will be sent to the customer. This is more important than some small businesses realise as it can take up to two weeks after the initial email for a sale to be confirmed, so the link between the timing of the email and the number of sales may not initially be apparent.
While the traditional view is that early morning on a Tuesday, Wednesday or Thursday are the best times to send emails, this is, in fact, not the case. Research by Experian in 2012, discovered otherwise.
Their studies found that 21.7% of opens were between 8 pm and midnight, and 17.6% of unique opens occurred between midnight, and 4 am. These people were also more likely to click-through. The revenue per email was also highest between 8 pm to midnight.
These results weren’t contradicted in a 2015 report, but this one demonstrated that there were more people using mobiles to open emails.
Changing your email marketing times to match these timings might result in better results for your campaigns.
Email marketing is still a powerful advertising medium. It allows you to directly connect to your audience with the relevant content that matches their current behaviours. By adjusting your tactics slightly, you should be able to take full advantage of consumer behaviour, so your campaigns are more effective and reach the better ROIs that other small businesses have achieved.
What email marketing best practice tips do you have? When do you send email marketing campaigns?
Let us know in the comments below.
There are numerous email marketing agencies who will readily offer their services to your brand, either to run, or support, your email marketing campaigns. However, their effectiveness and usefulness to your business is something that is not consistent across the industry.
When at their best, email marketing agencies can propel your business to the next level. The worst can cause your brand significant issues.
So how can email marketing agencies help your company? What are both the good and bad aspects to consider?
Email Agencies Can Improve Results
The best agencies use experienced and qualified email marketing experts. They’ve been in the industry for several years and know what tactics, designs and content works best for which audience.
They also have skills you might not possess such as HTML coding, which can help you get more out of your email marketing campaigns.
They Save You Time
How valuable is your time? Could you be doing something that is more valuable to your business, like servicing clients while a professional takes over some of the other specialist tasks? Work out roughly what you earn per hour and how long it takes you to run a single campaign to see what the difference is in the valuation.
While you might think about open rates and click through rates – you might not realise what statistics are best for which campaign. A professional email marketing agency can give you a proper run of results on your campaigns and provide you with a true assessment based on pre-determined and realistic goals.
Due to their experience and knowledge, a good email marketing agency should be able to give you the best advice. This can range from what offers you could make, to how you can create a good campaign for your audience over the long-term. This advice can be worth gold dust.
Ruin Your Reputation
Email agencies can sometimes be less than reputable with their tactics. This is normally due to the fear of having to prove themselves on every campaign. They could convince you to buy email marketing lists or get your mail server blacklisted by sending too many emails in a short period.
You need to check your agency on their tactics and ask how long it will take to send out a set amount of emails. And you should never buy an email marketing list.
Some email marketing agencies are expensive, especially when you have a business that requires you to call your best responders and continue the sales process. Also, it’s likely you haven’t been too consistent recently in emailing your prospects. Therefore, the time from the start of your engagement with the agency to your first sales could be a few months.
You Lose Control
By outsourcing your email marketing, you will lose some control, even if you are actively involved in your email marketing campaigns. This can be frustrating, and at times, you might have emails that go in the wrong direction to what you were planning.
How To Mix The Two
Remember there can be positive aspects to hiring an email marketing agency. However, you might want to use an email marketing service like Fluttermail to send emails through, and ask an agency to design the email with your guidance.
This way you get the benefits of the agency, without any negative aspects. It is important you collaborate with your email agency and let them know what services you want to offer on which week, and the direction you want to go in.
By setting goals for your email campaigns you can better control the service and the results.
Do you use an email agency? What are the benefits for your business? What are the costs?
It isn’t just the email header or preheader that is important in determining the success of your email marketing campaigns. The timing of your campaign is really important. Send it too early and the consumer can either ignore your email, spam it, or just read it and forget about it.
So how can you determine when the best day is to send your email marketing campaign?
There Is No Magic Time
Unfortunately, there is no real ‘best time’ that is universal for all companies. It really depends on your product, service and audience. The only way you can determine when your audience is going to be more receptive to your marketing messages is to analyse the data yourself from past campaigns.
This can be a complex task, and there are different ways that you can measure the success of campaigns, depending on what you are trying to achieve. You also have to consider that some offers will not be as enticing as other campaigns – this can skew your results and make you miss the ideal times because your campaign wasn’t good enough.
Levelling The Playing Field
An option to prevent campaign results being skewed is to test the same email copy on multiple days/times. This is known as split testing. Most email marketing programs have automated systems that can help you set this up and monitor the results.
The disadvantage of this is that you need to have a significant number of subscribers each day for this to work. The more subscribers you have in a test segment, the greater the accuracy of the results and therefore you should not have a segment with less than 300 subscribers, though preferably it should be approximately 500.
This may mean that you have to test two days a week at a time to discover the ideal day. The best case scenario means that it could, therefore, take a minimum of six weeks to test the combinations available.
Another disadvantage is that the time of the email could be more important than the actual date. For instance, sending the email at 10 am on Monday might perform better than an email sent at the same time on Tuesday. However, the same email being sent at 2 pm on Tuesday could perform better than the 10 am on Monday. If you discount Tuesday too early in the testing, then you might miss out on opportunities.
Therefore, stringent testing needs to be done.
Not Just The Day But Also The Date
Another thing to consider is that you can’t always treat every day the same. For instance, if you test Tuesday against Thursday and see that Thursday has the best open and click-through rates, you may have forgotten to add into your campaign that Thursday was payday, and this is when most customers have the most disposable income and are more likely to make a purchase.
Therefore, it is important to avoid any potential dates that might interfere with the results so you don’t get biased results.
What Data To Look For
There are three statistics that you really need to look at. The content you are promoting, and the goals of your campaign will depend on what statistic is key for your campaign monitoring. The three statistics are:
Open Rate – The basic statistic of how many people opened your email and read it. This is fairly simple, but more opens don’t always equate to more click-throughs or purchases.
Click-Through Rate – The number of people who read your email and then clicked on a link within your email. This shows that people are interested in your offer and want more information.
Orders – This can be measured in a variety of ways including:
- Conversion Ratio – the ratio of subscribers who went on to buy a product/service.
- Purchasing Value – The revenue earned from an email campaign.
- Return on Investment – The amount earned compared to the amount spent.
Measuring these can tell you which campaign has been the most successful in converting customers. However, this can be difficult to measure as the landing page could be limiting sales and not the email.
Determining the best day and time for your email campaigns can be difficult for your business. You need to ensure that you study your email campaigns, test out which days are best for your business with split testing and then measure the results. This can be a lengthy process, but for the long-term benefit of your business, it is well worth the investment.
When was the last time you split tested your email campaigns? Do you know what day of the week is best to send your emails?
Let us know in the comments below.