Welcome to the first in a series of what to test and why with email marketing. It’s said that timing is everything and, given the change in the way we access our emails and the online world generally, it’s now even more important to send the right message at the right time. I’ve read a few posts lately saying 2015 is the year of customer experience, where marketers will put the customer first and create a positive experience from initial contact through to purchase and beyond. The other ‘big thing’ for this year is for marketing to become truly omni-channel. The drivers for these remain unchanged; fear and greed. Fear over rival brands stealing a march and customers, fear over…
Frequency
Your pace or mine? The art of email frequency and timing
Email marketers (myself included) always say; don’t over mail your email list. Whilst this is still good advice, what determines over mailing has changed. We are all used to email now and Spam is pretty well controlled by Outlook (Hotmail), Gmail, Yahoo etc. We also spend a lot more of our lives online and managing our various email accounts is just part of what we do during our day. This means that our tolerance for email has increased, in fact, if we receive too few emails we are likely to forget about the brands that send them (see here for more about frequency). So when is the best time to send emails these days? The huge uptake of mobile devices…
Upping email frequency – people forget very quickly these days
Most of us are spending more time online than ever, mainly due to an increase in ownership of smartphones and tablets. And we’re always checking them – up to 150 times a day according to research – social networking, websites, shopping and, of course, email. Checking our email is the number one activity on our smart devices. This is good news for email marketers as you’re pretty sure the emails you send will be seen (whether they’re read and acted upon is another matter and another article!) However, being ‘top-of-mind’ is much harder to achieve, to do that you need to be in front of people more often and to do that means sending more emails. Now, there’s nothing wrong…