Why do I need to include the time of the email newsletter in my mailing list?
Many instructions explaining the rules of effective commercial e-mailing refer to the need to send letters according to certain algorithms. And often such technology is very useful and valuable for a particular brand. However, you should never promise everything and do everything according to a template. Trying to translate commercial initiative, business decisions into strictly planned actions can often lead to mediocre results. A certain degree of risk remains in the actions of marketers and management of any company. And under any, even the most favorable circumstances.
You can read about how to competently, based on years of proven solutions and experience in interacting with customers, organize an electronic mailing list at https://reply.io/follow-up-guide/. Here the expert of Reply.io offers to consider the process of organizing and planning an electronic mailing step by step, according to all the rules and standards of high-quality communication. But we will consider the other side of the same question: how to create such a variant of communication, bypassing the standard techniques and templates, but considering the needs of customers.
Let’s look at the clock and send on time
Not everyone understands the importance of the fact that a mailing cannot be sent when it is profitable or required by the company itself. The most important metric for timing is customer need. For example, most wine or burger customers will appreciate a publication or offer on a new product in the run-up to or after lunch. But certainly not early in the morning or late in the evening when that product is either purchased or the relevance of viewing drops off.
It’s important to understand the customer’s cycle of work and rest. There is no way to establish this cycle for all potential and regular customers, but an approximate assembled and averaged image should be created. It is the lifecycle of this image that should be guided by:
- rest time;
- time of active work;
- time of moving in a car or public transport;
- mealtimes;
- off-hours – early morning or late afternoon.
It is quite difficult to set an optimal time for sending a letter. However, you can try to formulate it according to several indicators:
- social media activity;
- decision-making time on previous actions of the client – payment, order, consultation;
- standard statistically reliable rhythm of life.
By the way, we should not forget the difference in time zones, which between continents can be very significant: a mailing sent at 3 or 4 in the morning about a new commercial offer will most likely be missed.
That’s why the timing of the mailing and the correct definition of this parameter of sending offers is super important for the effectiveness of the information provided to the client.
