NGChat Blog

E-mail marketing – sending the right message at the right time

3 June 2016


E-mail marketing is responsible for 16% of all transactions—that is a lot. In 2015, the ROI for e-mail marketing amounted to as much as 3,800%. What does that mean? It means that every invested dollar brought approx. 38 dollars of profit. Is that a small amount? Should we continue to doubt the efficiency of such a form of communicating and advertising? How could we do it even better and more effectively?

Find out more about your clients

 In the case of marketing strategies, knowing the target group is the basic element. You need to know who your potential clients are. Every social group has its habits, expectations, and needs. You need to use different approaches for teenagers, highly educated lawyers or medical institution staff. You can find out more by conducting a thorough analysis using the proper tools. Your recipient’s preferences underlie your success, so do not underestimate what statistics and data analysis have to offer. This will enable your e-mails to be more than mailbox fillers—they will be valuable content bringing tangible results. It may be a mistake to send e-mails to working people in the morning or to send offers to busy accountants during the weekend. Try to think like your recipients do. When do they check their e-mail most frequently? When do they have the most time for reading messages they received recently?

 2–5 p.m.—is it the best time for sending e-mails?

According to MailChimp, the best time to send e-mails is between 2 and 5 p.m. Why? The chance of them being read immediately is the highest at that time of day. However, this theory does not apply to everyone. Statistics show that the day of the week also matters. Weekends are not a good time to send messages to subscribers. It is also the same case with the first and the last day of the week. So we are left with only 3 days to remind our recipients about us. As was already mentioned, the target group is the point of reference for planning e-mail marketing. A large number of people read e-mails while drinking their morning coffee, i.e. at approx. 8 a.m., and in the evening, after 8 p.m. As can be seen, MailChimp’s theory should not be the main determiner for planning mailing. Of course, teenagers may simply have more time for checking their e-mails, however, if our recipients are working people, you need to consider that as well.

What should you write about?

This is another problem which keeps us awake at night. What should the content of a good e-mail be, so that it has the best chance of being opened and then read? This depends on individual strategy. It is best to send e-mails after a transaction has been made by a client, you can inform them about their successful purchase. It is also advisable to consider periodic e-mails which would contain valuable content. These can be messages with guides providing interesting information on products, news from the industry in which you operate, or discount coupons which make shopping more enjoyable.

There are numerous possibilities, but you need to be aware of what it is that you want most. The wish to increase profits cannot be the most important goal in this case because conventional, persuasive advertisements are not as effective as they used to be. Nowadays, it is advisable to focus primarily on building the brand’s image, creating trust, and establishing long-term relationships. All this will result in a larger number of clients.

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