Email marketing is one of the traditional online marketing methods that still keeps the leading position in most entrepreneurs’ marketing mix. And timing plays a crucial part in effective email marketing.
The days and times you send emails will exert an impact on your open and click-through rates, which in turn influence your conversions. Therefore, learning the best times to send emails to your clients will have you succeed with email marketing.
Now let’s learn in the following article.
Why Email Marketing matters to e-commerce businesses
Drive more conversions
The efficacy of a marketing channel is measured by the revenue it generates. According to Campaign Monitor, email marketing creates more sales than other marketing channels. This is to confirm that emails are indispensable to any e-commerce business.
Emails enable you to form a relationship with customers. When your emails stay in the customer’s personal space, you can create a connection with them and win their trust. This trust will play a vital role in their purchase decisions. A Nielsen study shows that over 66% of global consumers prefer to purchase products from familiar brands. Emails give you this chance to become familiar with them.
Work better than social media
It is claimed that email marketing is 40 times more efficient than social media channels such as Facebook and Twitter.
Although social media is a great channel to establish a connection with your potential clients, everything is still in an open and more distracted space. Meanwhile, when you use emails to interact with your customers, everything will be kept in privacy.
Companies always search for tactics that help them optimize their marketing budget while achieving their goals. Email marketing is one of the most cost-effective digital marketing channels that you can avail to target your audience.
While traditional marketing methods like print ads, TV, or direct mail can be considerably expensive, email marketing does require such a small amount of your budget. You might need people to create email content, depending on your in-house resources.
Besides, many businesses choose to use email marketing automation services, which can save you some time. Nevertheless, these costs are much lower than spending on print and email marketing materials for leads and customers.
What’s more, email marketing can drive a high ROI – Return on Investment. Emailmonday says that every $1 invested in email marketing would bring in $38 in ROI. This statistic shows how email marketing saves money for businesses, especially small ones with limited budgets.
Reach a wider audience
More and more customers have been using mobile devices. According to Statista, it is expected that there are over seven million phone users throughout the world in 2023.
Therefore, if enterprises want to compete in the digital realm, they need to find a way to connect with mobile customers more efficiently. With 46% of emails being opened on smartphones or tablets, email marketing will be a robust tactic for businesses to engage more customers.
Every time customers check their phones; brands will have a good chance to interact with them. Try to leverage each opportunity to build a closer relationship with your clients and gain their loyalty.
Support the automatic email marketing process
When it comes to automation, email marketing will not make you disappointed.
Automating your emails can increase the relevance and timeliness of your marketing plans. You can capitalize on triggers and workflows to convey messages to customers automatically after a specific action is taken.
For instance, customers visit your web store and spend time exploring numerous products and adding them to their cart. Then they leave the site without finishing the checkout process for no reason. At this time, email automation will do its job. An email will be sent to that customer right after they leave their cart, mentioning what they left behind and asking whether they need support to complete their purchase. In this case, email marketing automation converts a missed opportunity into a great one to strengthen the relationship and generate a sale.
How to measure the effectiveness of your emails
If you desire to figure out the best time to send a marketing email, there’s something you should know first. There is a lot of data on the subject that gives out different answers, and one reason is that it depends on your audience and, more significantly, how you measure performance.
For instance, the best time for people to check your emails could be different from the time for them to take action. Here is a list of the most crucial email metrics:
Click-through rate counts the number of people who enter a link or open an image in an email. This figure will often be smaller than the total opened emails, as some people will check your email but then abandon it without taking any action.
Click-to-open rate compares the number of people that checked your email to the number that accesses any links. This metric allows you to know which information in your emails matters to customers. If you want to calculate the click-to-open rate, divide the click-through rate by the open rate, and multiply it by 100%. For instance, if your emails get 200 clicks and 150 opens, your click-to-open rate will be 50%.
The open rate refers to the percentage found from the number of subscribers who checked your email campaign. Emails that have high open rates have concise and captivating subject lines. Additionally, they’re optimized for preheader text and previews.
What is the best weekday to send e-commerce emails?
Omnisend’s study indicates that the best day to send advertising emails is Thursday, followed by Tuesday. The research also shows that these emails should NOT be sent on Monday and Saturday.
Agreeing with Omnisend, GetResponse’s research demonstrates that Tuesday is the most suitable day to send out your newsletter if you want to get high open rates.
However, in contrast with Omnisend, GetResponse discovers that Monday holds second place when it comes to getting high open rates.
It’s transparent that the day working for one metric doesn’t work for another. That’s the reason why the decision depends on your conversion purpose and the most vital email marketing metrics.
Keep in mind that your competitors also want to avail the peak times to send their emails. Therefore, it’s essential to test out several days to specify what works best for your customers.
What is the best time of the day to send e-commerce emails?
According to GetResponse, the highest click-to-open rates are 10 AM with 21%, 1 PM with 22%, and rocket at nearly 6 PM. The statistics show when most audiences start or end their day and have much time to check their emails.
The highest line in the graph is the open rate; the purple line is the click-to-open rate; the left line is the click-through rate. The data reflect the number of messages sent in percent value.
Keeping your audience in mind is an excellent tip for finding the time to send your emails. If your customers have nine-to-five jobs, it’s ideal for sending emails during their downtimes. If you want to include a sale or promotion in your emails, try sending them during break times, such as lunchtimes.
A checklist to enhance your campaign activity metrics
Ensure your email list is healthy
The quality of your email list is important to the overall of the email marketing campaign success. Hence, let’s review your contact list and ensure your audience has joined your email marketing list in the last six months and they still stay engaged with your business.
Only by sending out your newsletter strategies to active subscribers or active email addresses you will achieve actual results.
Revise your email frequency
Review the frequency of accessing your audience. Maybe you send too many emails, and they begin to neglect you.
Besides, it might be true that you send too few emails. In this case, your audience doesn’t feel the effort of your brand and loses their interest in reaching your messages. That also means that you lose the chance to sell.
It is critical for you to test various frequencies of newsletter strategies. This may be an effect on the increase in the newsletter engagement rate.
Examine your audience
Understanding your purchasing persona is the most necessary thing in marketing.
If you sell items to a specific audience, it might deny all “best time to send” rules. For instance, if your purchasing persona is in his/her early 20’s, sending a promotional email at 10 pm would not be a bad idea. Young people often open their emails on mobile phones all the time, even at night.
If your buying persona is mommies that often get up early and spend time browsing while their children are jumping around, sending newsletters at 6 am could be effective.
Eventually, remember to examine the habits of your audience. That could help you prepare the content of your campaigns and identify the best time to email them.
Re-check your subject line
Most of the time, the subject line is the one we write at the end of generating the whole campaign. We usually fill that small required field and release the campaign.
You should test the subject line several times in your whole email marketing. It should be bold and outstanding from the best in your audience’s inboxes.
Review your emails
Make a list of your emails that are sent manually. Maybe something could be sent automatically and set as an omnichannel experience.
Instance, rather than sending email reminders about the newest sale, you can send an SMS. That would be more personal to get a higher open rate.
With minor improvements, you can generate more appealing email campaigns and engage more subscribers.
Identifying the most appropriate to send emails to your list is dependent on how well you understand your subscribers. Bear in mind that you should analyze your audience and run A/B tests to find out what works best for them. Leverage these above data as a reference.
When do you often send your emails to your customers? Let’s share your timing experience in the comment section below.