When to Send

There is one question that seasoned email marketers and novice email marketers ask alike. This question has to do with the best way to manage an email marketing campaign so as to get the maximum results out of it. The question, quite simply, is ‘when to send’.

A simple question, but the answer is a lot more complicated then you may think. The reason for this is that email marketing depends on the psychology of the target audience because it defines their behavioral dynamics. Unfortunately, understanding the psychology of a certain demographic can be quite difficult.

Even so, as email marketing is such a large and important field, there are many opinions on the subject of what is the right time to send emails. Consider the following.

Which Weekdays Work Best?

Numerous studies and researches have been conducted to find the best time for messages to be sent out for email marketing. While results have varied to a certain extent, there is a consensus between various researches. This is the fact that sending emails on Tuesdays, Wednesdays, and Thursdays creates the maximum chance of conversion.

The logic behind this concept is fairly simple. Mondays get eliminated because most people get back to work after the weekend and have to focus on core aspects of their work. Fridays get disqualified because they are nearer to the weekend and, hence, people are more relaxed and less inclined to work.

Are Weekends Relevant?

Weekends have also been focused upon by many researchers. However, when it comes to weekends, the only consensus is that Saturdays are not that good for an email marketer to send messages because these are days that most people are outdoors or partying.

Sundays are divisive in this regard. While some think that people read emails on Sundays, others disagree. What this means is that how relevant a Sunday is for an email marketer depends entirely on his line of work.

For instance, if email marketing is used for business to business type products and services then Sundays would not really work because people would not be interested in working. In contrast, if the email marketing campaign is for a business consumer product or service then it may work because people would consider making luxury or necessity based purchases on Sundays.

Importance of Balancing the Frequency of Emails

How often you send the messages also has a bearing on how successful your email marketing campaign is going to be. Email marketing campaigns are an exercise in balancing the number of emails because sending too many or sending too few can result in problems.

Downsides of Frequent Sending

Sending too much can be good for an email marketing campaign but it still has its limits. If you are an email marketer who believes in playing probabilities then you most probably like to send often. However, you need to make sure that you do not send more than three times in a week because doing so may result in the following.

  1. People receiving too many emails from a single source tend to get so irritated that they end up pressing the spam button to stop the emails.
  1. If a business’s emails are labeled spam then its reputation in the industry and amongst its customers can spiral downwards.
  1. At the very least, an individual looking at too many emails from a single source would stop reading the email altogether.
  1. The returns of investment go down drastically if the emails are sent too often.

Negatives of Infrequent Sending

Some people think that they should not risk putting off their customers by sending too many emails. If you hold these beliefs then you may hold back at sending too many emails. Even so, you should ensure that you send at least one email message every month or you run the risk of the following problems.

  1. The problem of the email being labeled spam is a problem here as well because if there is too much of a gap between two emails then the customer may not recognize the second one.
  1. This can, as mentioned above, ruin the business’s standing amongst its customers and peers.
  1. At the very least, customers would have to put in an effort to recognize the sender if the gap between emails is too large.
  1. Some email marketing campaigns operate on the chain purchase rule where if a customer buys something then the emails try to entice him to buy something similar. This strategy is all but null and void if the emails are too infrequent.

Relevance of Autoresponders

Autoresponders are software programs that will allow you to schedule your email messages in a wide variety of ways. For instance, if you have a time based strategy then you can input the same in an autoresponder and it will send emails out at predetermined times.

Moreover, autoresponders can also be programmed to send emails on special conditions. A good example of this is an email the moment somebody makes a purchase informing them of the success of the operation. In addition to this, you can use autoresponders to send emails marketing a product if a related product has been purchased by a customer.

At 32bit.com, looking at the relevance of email marketing, we have designed a state of the art autoresponder software program that will let you do all the things mentioned above. While you should figure out which type of sending schedule works best for you, we can help you implement and maintain it with the minimum of fuss and hassle.