Par EmailGarage le 17 février 2012 à
Email Marketing, Deliverability
Imagine you have a clothing store in the middle of the city and you want to send out an email with an exclusive promotion that can only be validated today. But what would be the best time to send it: 10 o’clock in the morning or 5 in the afternoon? Evidently, you’d send it out in the morning. And why? Because you want grab the interest of potential clients before they go shopping in the city.
Same goes for email marketing. Testing the ideal timing for your emails will be worth your while. Especially when you intend to couple the perfect timing of your newsletters with exactly the right message.
For instance, there is a substantial difference between the ideal timing for a newsletter and a promotional email. Your newsletter is used to build a relationship with your customer and to support your brand perception. A commercial email is meant to drive sales.
Let’s take that as a starting point. If you want to build your brand and show new arrivals in your store, a good sending time would be the late afternoon on a weekday. Potential clients could be making plans for the weekend, so the new arrival you dropped in their mailbox could be one of the cool things to check out. However, if you want to drive sales directly, make sure your email gets their attention just before they go shopping. You’ll have a better chance that they have the intention to buy and that interesting promo could be just the trigger they need to buy at your store.
Now how do we determine the right time for newsletters? You can do that by looking at your reports and do some A/B testing at different times to measure which timing gives you the most impressions.
Measuring when to send commercial newsletters is bit trickier. Below are 3 insights to get you going:
Look at social media
Social media is all about sharing. And what do we like to share most? Exactly: the fun stuff. See if you can find tweets or posts about people who recently bought your type of product and analyze when they bought it.
Look at your webshop
If you don’t have physical shop, you can easily analyze the number of transactions done through your webshop. Find out what the peak moments are and adjust the timing of your commercial emails to those.
Look at in-store peaks
If you have a physical shop, you can analyze the number of purchases done at the counter or simply count the number of people on crowded moments in your store, regardless if they purchase or not.
Conclusion: When sending out different types of newsletters, always keep their specific purpose in mind. Take that purpose as a starting point to determine the ideal sending time.