Welcome back to Part 2 of the Email Marketing Blog. Part One covered: – Who do you send emails to? – What kind of email do you send? . Today we will cover: -When is the best time to send your emails? -Where do you send your emails from? -How do you measure email campaign success? . WHEN is the best time to send your emails?
- The answer to this question is not so black and white. a recent general, study showed that Tuesday is the best day to send emails and get a high conversion rate. However, different industries and demographics may determine a better day to send. It is important to know who you are targeting and for what purpose. B2B emails typically have more success earlier in the week, before the recipient’s week gets busy. B2C email campaigns are not so easily identified because consumers can have very different lifestyles and schedules.
- As for the best time of day, this can vary too. There are three times per day where we have seen best results for different companies. First thing in the morning around 8 AM, usually people get to work and have a chance to read their emails, around noon, another time people have a break and tend to check their emails, and finally around 4 PM, just in time for people to get home from work and check their email. Again these times can vary based on your demographics. Use these as guidelines when starting your email campaigns, but remember, in order to get the best response testing is needed to determine the best day and time for your specific target group. Split your list and send them the same email at different times of day or at the same time, but on different days. Analyze your results to determine what works best for your consumers and industry.
Where do you send your emails from? Determining what email management system to use to send your email doesn’t seem that important, but it very important. Here are some things to consider when choosing an email management tool:
- Does the provider abide by CAN-SPAM laws?
- Are they reputable?
- Can you upload your own HTML emails?
- How extensive is the reporting and does it cover the metrics that you need?
- Does it allow you to set-up trigger based emails if you need them?
- Will your emails be sent using a unique IP or shared IP?
- How do they handle SPAM complaints if it is using a shared IP? You don’t want someone else’s SPAM complaints getting you penalized because you are both using the same shared IP.
- If you use a CRM, is the email management tool compatible? For instance Salesforce CRM offers integrations to a number of email platforms.
- What is the cost associated with email sends, is there a contract and does it fit your budget.
It is very important for your CRM tool and Email management system to be connected so your company and sales team are aware of the conversions and actions prospects have taken. . How do you measure email campaign success? Measuring email campaign is a continuous process. To know what works the best and delivers the highest ROI, you must TEST, TEST, and TEST again. Using your email management system’s reporting features will give you a bunch of information including:
- Hard and Soft Bounces
- Open Rate
- Click-Through Rate
- What links within an email a consumer clicked on
But in order to completely understand the success of your email campaigns you need to connect your emails to your website analytics (such as Google Analytics) and your CRM tool. If all pieces are running congruently, the data that will be collected will be much more substantial and better to base an analysis and improvements on. Your analytics tool with show the email as a referrer and then you will be able to track what other pages within your site they visited and what call-to-actions, if any were taken. Linking the CRM tool will keep all information about each prospect complete and up-to-date. When you go into your CRM tool, it would list exactly which emails each person has gotten, what actions they took if any, even whether or not they opened the email. So anytime someone from your company goes into Salesforce to look up a contact record, you will know exactly what communications your company has had with them and be better prepared to connect with that prospect face to face. . Though this is lot of information to digest and think about, just remember, it is all about your specific needs, demographics and testing to meet your company goals and initiatives. Check back for Part 3 Email Campaigns: Who, What, When, Where and How? where we will be cover Trigger based emails in detail