The evolution of marketing and communications technology has paved the way for more efficient, personalized, and effective marketing methods, enabling marketers to more accurately connect with their audiences.
Email marketing is the process of sending commercial messages to a group of people via email.
Though the format is not new, the effectiveness and scale of digital marketing has led to a resurgence in interest in email marketing, particularly among B2B marketers.
Emails are more personal than ever before. Thanks to mobile phones, consumers have grown to rely heavily on their digital devices to stay connected with family and friends. As a result, marketers must now take into consideration the devices their potential customers use when considering their target audience.
That’s a key reason why it’s important to track the timing of emails, to ensure you hit your audience at the right time and avoid unnecessary spam complaints.
The Benefits Of Tracking Email Timing
Tracking the timing of your emails is critical for effective email marketing. Not only will this help you determine when you should send your next email campaign, it will also allow you to examine the results of your last one, improving both the timeliness and the effectiveness of future marketing efforts.
Here are just some of the major benefits of tracking email timing.
1. Measure the effectiveness of previous campaigns
If you have sent out a series of emails and want to find out how effective they were in getting your message across, you can use email analytics tools to track the results of your campaign. These tools will allow you to examine the opening rates, clicked-to-open rates, and other key performance indicators for each email in your sequence.
This way, you can determine which emails worked well and which ones need to be refined or replaced for future campaigns. Moreover, you can use analytics to track the results of campaigns that you have run in the past, helping you determine the effectiveness of different messages and styles when used in various contexts.
2. Identify the demographics and psychographics of your ideal buyer
Knowing who your target audience is, and how to reach them, is one of the most critical aspects of email marketing. More and more often, marketers are using email analytics to identify key demographics and psychographics, enabling them to target their messages to those groups most likely to respond and thus make the most revenue.
With this information, you can create email marketing materials that are most effective at capturing the attention of your ideal buyer. Moreover, you can develop custom content that is specifically designed to appeal to these audiences, maximizing the chances of them taking action and making a purchase, or signing up for your email list.
3. Tailor your messages to each individual’s preferences
One of the major advantages of email marketing is the ability to send personalized content to each individual in your list. Though you can’t guarantee that everyone will like or love everything you have to say, you can offer frequent communication with a variety of interesting content, using a tool such as Mass Email.
Personalized emails allow you to determine the ‘flavor’ of the message, targeting specific details such as interests, hobbies, job titles, and websites.
Mass Email enables you to design a series of emails, each one tailored to the interests, hobbies, job titles, and website URL of an individual subscriber. With these emails, you can drive traffic to websites, gather subscriber engagement data, and even send out promotional offers and discounts.
4. Identify the most effective communication channels
Another important factor to consider when developing an email marketing strategy is the channel through which you intend to reach your audience. The answer to this question will determine the type of content you should include in your next campaign.
This brings us to our next major point. Though email is a fairly old-fashioned form of communication, it is still one of the most effective methods of reaching audiences. More people in the U.S. have email accounts than the entire population of Australia.
That’s a pretty powerful statistic. Not only does it prove that not everyone has abandoned the humble email in favor of social networks, it shows the importance of email as a tool for connecting with your audience. For these reasons, finding the most effective communication channels for your message can greatly influence your email marketing strategy.
5. Ensure that your emails are relevant and timely
It’s important to keep in mind that your target audience is actively engaged in various conversations throughout the day. Because of this, it’s crucial that your emails keep up with the latest trends and developments in your industry. This will make them more likely to value your message and remember it.
Moreover, relevant and timely emails allow you to capitalize on conversations that your audience is having, either within or outside of your company. This means that your messages can be distributed at a time when your audience is more open to hearing them.
Timing Is Everything
What’s important to remember is that the effectiveness of your email marketing largely depends on the time of day and day of week that you send it. Though we’ve discussed the benefits of tracking email timing, this information can also be used to enhance your marketing efforts.
Like many industries, the electronics and computers sector in particular, has evolved to become more mobile and to rely on networks and the internet for business.
With this in mind, it’s important that you send your emails at times when your audience is likely to be open to receiving them. Though there are no specific times that email marketing is most effective, there are some days and hours that are vastly more productive than others. Here’s a detailed look at the optimal time to email in relation to the major communications methods:
Personal emails are those in which you address the reader by name, using the first name only. Though some individuals prefer to keep their personal and professional aspects separate, having a personal touch in your emails indicates that you are indeed willing to give the customer a human experience.
For optimal results, you should send out personal emails around noon on a weekday, just as your audience is likely to be arriving at their desks. At this point, they are fresh from their morning routines and are thus more receptive to receiving your message.
If you’re using a CRM, you can take this a step further by having personalized emails delivered to your subscribers at a specific time of day. Most CRMs, such as HubSpot and MailChimp, allow you to set specific times for different types of communication, such as phone calls and emails. This is a great way to make sure that your emails reach your customers, regardless of whether they are at their desks or on the move.
Though email is the most popular form of communication used by businesses today, that doesn’t mean that it’s the only method available. Most millennials have given up landlines in favor of mobile phones, and for good reason.
As a result, businesses need to consider whether or not to continue offering SMS campaigns. If you want to keep in touch with a large chunk of your audience, SMS is still the best way to go. Though many people see these text messages as an annoyance, spam complaints are relatively uncommon.
It’s also important to consider the text messaging campaign you will use. Instead of just sending out a broadcast, you should create a list of everyone you want to send the message to, using a tool like Mass Text.
Then, you should segment this list into groups of people who share the same interests, hobbies, job titles, and/or website URLs. Depending on how many people you have in your list, you might want to run a series of SMS campaigns, hitting all of your audiences with the same message.
Though initially popularized as a way for individuals to connect with each other through online communities, businesses and marketers have started to take advantage of the fact that social media is now a major part of everyone’s routine.
This is especially true for millennials, who grew up with smartphones in their pockets and use social media to communicate, connect with, and grow their businesses with ease. With more than 500 million users globally, TikTok is the most popular social media platform among businesses, according to the Global Digital Marketing Survey.
Though initial reactions to the coronavirus were mostly negative, businesses and marketers have started to realize the power of social media to positively impact the economy.