When is the best time to send an email marketing message so that it gets the best response?
Grabbing shoppers’ attention as they sift through their crowded email inbox requires careful planning. “By doing this you’ll improve your chance of delivering your messages at the right time, communicating with customers and prospects on their terms,” says Richard Evans, director of marketing EMEA for digital marketing solutions firm Silverpop.
He says that in order to recapture lost sales, improve customer engagement and drive higher ROI, retailers must move away from static, simplistic email ‘blasts’ and also determine when a customer is most likely to be receptive to your message.
Timely and powerful email marketing is dependent on recognising customers’ level of engagement with your brand. One is the ‘interested phase’, and requires welcome messages, educational and content and promotions for first purchase. Those in the ‘engaged phase’ should be sent reminders of upcoming events, targeted content based on web page visits, loyalty programmes, pricing and feature comparisons. Customers in the ‘lapsed phase’ respond to surveys, incentives to revisit the website or promotions to encourage purchases.
Another tip for boosting revenue through relevant and timely messaging is to send pre- and post-purchase messages, says Evans. Emails sent to those who have abandoned their browsing or shopping cart, for instance, can help claim lost revenue. “Timing is key,” says Evans. “Real-time responses help ensure message relevance.”
Technology that analyses recipient online behaviour for each address on the mailing list is also available to help the sender figure out the best week and time of day to send an email. “By decreasing the chance that an email gets buried in the inbox, open, click-through and conversion rates increase,” says Evans.
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