How Often Should Businesses Send Emails to Their Customers?
Over 2.6 billion emails were sent in 2015 worldwide, with a large percentage being business-related. With so many businesses utilizing email, it begs the question: how do companies these days use the online mailing service in the most effective, most efficient way?
In this day and age, it is not uncommon to see companies aimlessly sending email after email hoping for customers to open them rather than hitting the unsubscribe button.
The following tips will help you build a strategic plan that will generate more views for your emails.
Knowing Your Audience
It is important to realize who will be opening your emails and viewing your content. By first understanding your audience, you are able to focus on the content you are putting forth that will garner the most interest. The more you know about your customers, the easier it is to put resources in the right place that will set you apart from your competitors.
Creating a Schedule
Choosing the right time to put out content also depends on the time of day as well as the time of the week or month. Again, it comes back to your audience. What are their work hours? When do they check emails? There are many factors that could impact the amount of views, the most important being the day you send the email.The recommended time frame would be between Tuesday and Thursday. Typically, Mondays are chaotic, with everyone returning to work after a long weekend. Your email with probably get lost in the stack of mail gathered from the weekend as well. On Fridays, everyone is looking forward to the weekend, and will be less likely to check their email until the following week. Depending on the audience, sending mail on weekends could be beneficial (eg. signing up for a website, ad coupons) . Try different days to see which works best for you before maintaining a consistent schedule.
Sending it At the Right Time
Now that we’ve established the best day, it’s also crucial to examine the time of day to send mail. Although there are certain exceptions, the best time is in the early afternoon, from 12pm-2pm when people are on either on break or grabbing some lunch. Sending it in the morning only adds to the big mess of mail customers already receive, and sending it late in the afternoon could potentially mean that customers will leave work and wait till the next day to look at it, leading you back to the initial Morning Madness problem.
How to Avoid Spamming
While it’s important to keep your customers interested, no one likes spam. If you’re sending more than 2-3 emails per week, chances are people are getting fed up with the large amounts of mail in their mailbox. This could lead to potential customers unsubscribing and losing interest in your business. Typically, one email per week will suffice as it gives enough content to keep your customer interested without feeling like you are shoving advertisements in their faces. Other businesses opt for 2 emails per month, which can also work, depending on your circumstance. It ultimately falls on your audience and how they react to the amount of mail they receive.
To ensure that customers will continue reading your content, be sure to send out mail at the same time of the day. For instance, if you send out mail at 12:30 every week on Wednesday, it’s important to constantly send emails at 12:30 every Wednesday, no matter how busy you are on the given day. Something to keep in mind are holidays, and when they fall. Bear in mind that many customers may ignore emails that do not interest them, such as mail about office supplies and other business-related services while they are enjoying their time off work. However, if your business provides things like toys, apparel or electronics, you may see a rise in interest through email. At this point, it may be smart to add some coupons in your emails, so that customers will have more incentive to check out your newsletters, advertisements, etc.
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