When it comes to email marketing, there are three important variables to keep in mind: timing, content and personalization.
This post will explore each variable in depth, demonstrating when each is most effective. While there is no one-size-fits-all answer when it comes to email marketing, the information below will help you form the perfect strategy to grow your business.
Timing is everything when it comes to email marketing. You’ll never get a second chance at a first impression, so it’s essential to send your emails at the right time.
The general rule of thumb is to send your emails as close as possible to the time when the recipients are most likely to be interested in your content. To find the perfect timing, you’ll need to consider a number of factors including the following:
The seasons have a significant impact on our behavior. According to HubSpot Blogs research, people are more likely to click on a pitch during the summer and before the holidays. However, the best time to email marketing campaigns is usually between the spring and summer months when people are more active on social media and therefore more likely to see your content.
The same goes for the evenings. People are more likely to be online and therefore open to receiving emails at this time, so sending emails at night may increase the chances of your message being read.
People are more engaged with their screens during the day, so sending emails during this time will gain you the most engagement. Therefore, if you’re aiming to increase web traffic and engagement, send your emails during the day. But, nighttime is always a good time to send emails too, as people are less likely to be using their computers at this time, which decreases the chances of your email being ignored. (more on this later)
Depending on the device, people may or may not be able to see your email. For example, if you’re using a desktop computer, your email will look great but most likely, your audience won’t be able to see it. On the other hand, if you’re using a mobile device, such as an iPhone or Android phone, your email will probably display poorly, as text is usually pixelated on mobile devices. (more on this too)
Let’s say you’re running a car repair business. You’ve picked up some phone calls from potential customers asking about an oil change, but you don’t have the faintest idea who they are. Nonetheless, you decide to send them a quick email asking for more information. Here’s a scenario where you might want to target an affluent audience:
You want to make sure that the people you’re sending the email to are wealthy, well-educated individuals who are more likely to buy your services. In this case, you may want to consider targeting individuals with a median household income of $100,000 or more. (source: Business Insider)
This is because, as mentioned above, people with higher incomes are more likely to be exposed to modern industry and are therefore more likely to be interested in your product or service. In other words, they’re less likely to have blocked off periods in their day when they’ve got nothing to do. (more on this too)
Last but not least, we arrive at gender. According to HubSpot Blogs research, women are more likely to engage with an email than men are, regardless of the subject matter. But, here’s a curious finding: when it comes to response rates, men score higher than women. This means men tend to have a higher click-through rate than women when it comes to email marketing, but it takes longer for the message to be heard by the recipient.
If you’re using the email marketing tool MailChimp, you can try out a free version to see how individuals of different genders respond to your pitches. (source: MailChimp)
In some situations, you may want to consider sending emails to women only. For example, let’s say you’re an interior designer and you want to target potential customers who are planning on remodelling their homes. In this case, you might want to consider sending emails to women as they’re the ones who are more likely to be in the interior design business.
If you’re using email marketing to promote your product or service, it’s important to consider all the different variables above. By doing so, you’ll be able to hit the sweet spot and maximize your chances of the email being read and acted upon. Good luck out there.