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The BeBold Email Marketing Guide | Part 3: timing, frequency and personalization

By Emily Lippens

The BeBold Email Marketing Guide | Part 3: timing, frequency and personalization

Welcome back, Bold Ones! It’s time for the third part of our ultimate Email Marketing Guide. Today, we’ll dive into the nitty-gritty of timing, frequency, and personalization. These factors are crucial when it comes to making the most out of your email marketing efforts.

In the previous two parts, we covered the settings and design of your emails, respectively. So, in part 3, we’ll be tackling some practical and technical aspects of email marketing. Are you curious about the best day to send your newsletter? Wondering what’s the most ideal time for your mailing? And how frequently should you be sending them? We’ve got you covered!

Timing of your emails

Brace yourselves for an undeniable truth: our inboxes are being bombarded by a relentless surge of emails year after year. The competition is fierce, and it’s up to us to discover the perfect timing that will make our newsletters hit the bullseye. In a world where mailboxes are overflowing and customers’ attention is harder to capture than ever, we must rise above the noise. Whether you’re targeting B2C or B2B, the battleground is the same. It’s time to unleash our creativity and strategic thinking to break through the clutter and claim our customers’ attention.

What is – theoretically speaking the best time to send email?

Listen up, email marketers! We’ve witnessed a surge of research in recent years, all aiming to unveil the perfect timing for sending newsletters. The results are in, and here’s the scoop: the

optimal window falls within the working week, between the hours of 9 and 11 am, or in the afternoon from 1 to 3 pm. Wednesdays and Thursdays steal the show, with a slight favor towards Thursday. But hold your horses! Don’t assume that these findings automatically apply to you.

Let’s face it, you’re not the only one dissecting these studies. Your competitors have access to the same information. Now, picture this: if everyone jumps on the bandwagon and follows these optimal timings, guess what? No one wins.

So, here’s the secret sauce: tailor the timing of your mailings to YOUR unique, ideal moment. It’s time to break away from the crowd and seize an opportunity that’s not confined to the timeframe we just discussed. Be bold and set your own email rhythm for ultimate success!

How do you determine your best time to send an email?

For your ideal time to send mailings, you could use various studies and best practices to underpin your decisions. But the most valuable insights are already available at your fingertips: your analytics and information. What works like a charm for company A might have the complete opposite effect for your business: unsubscribed contacts. And that is something you want to avoid at all costs. To determine your best time to send email, consider several things, such as:

1. Your target audience’s demographic and habits

Knowing and understanding your target audience’s needs and habits will provide you with much-needed insights in your email campaign’s optimal send time. Not everyone has a 9-to-5 job, and some people deal with very unsociable and irregular hours.

Take nurses, for example. Depending on their shift, they work at hours when most of us are resting or sleeping. The chances of them opening an email in the morning are sometimes next to nothing. But, against all odds, an email around 9 pm could actually work for this specific target audience.

2. Your niche

The niche has a massive influence on the timing of your mailings. For example, are you active in the travel or entertainment industry? Then weekends and after work hours are a good option. This is when people have some spare time and want to plan fun things to do. Note that this mainly applies to B2C. In B2B, you stick to workdays and work hours.

3. Your email marketing tool

A majority of email marketing platforms tap into the power of AI. These platforms are harnessing their capabilities to determine the perfect time to send your emails. This cutting-edge tool delves deep into the data from your past campaigns, scrutinizing who opens your emails and, more importantly, WHEN they open them. By leveraging this invaluable insight, the tool works its magic to optimize the send time of your future email campaigns.

But here’s a bold piece of advice: don’t blindly follow generic best practices without conducting your own research. Instead, be proactive and take charge of your success. Dive into your results, analyze them meticulously, and embrace the optimal send times provided by your email marketing tool. And remember, always keep your target audience and niche in mind. It’s time to break free from the pack and craft email strategies that truly resonate with your audience.

Frequency of your emails

In the relentless battle for customer attention, we must acknowledge the overwhelming marketing stimuli that bombard our customers day in and day out. It’s true, the allure of reaching them at any given moment is strong. But here’s a word of caution: tread carefully and avoid overwhelming them. Remember, with a simple touch of a button, they can swiftly send your email to the bin, unsubscribe from your newsletter, or, worst of all, mark it as spam. We must be mindful of the delicate balance between maintaining a presence and respecting their boundaries.

One email per week?

When it comes to email frequency, we’ve got some insights to share. In general, we’ve observed that a weekly email packs a punch, boasting the highest open rate and click-through rate (CTR). It’s a safe bet for most businesses, providing a regular touchpoint with your audience. But don’t just settle for the basics. It’s time to dive deep into your analytics and uncover your most engaged contacts. They are a goldmine of opportunity, and it would be a shame to underutilize their potential. Get bold and experiment with different email frequencies, tailoring your approach to each specific group.

Here’s the deal: Don’t fall into the trap of bombarding your audience every time you have something new to say. Instead, be strategic and data driven. Base your email frequency on solid statistics and segment your contact list. Recognize that different customers have different preferences—some crave frequent updates, while others prefer a more selective approach. It’s time to unleash the power of segmentation and deliver tailored messages that resonate with each unique group.

Personalization of your emails

Personalizing emails plays a significant role in reader satisfaction. When customers feel like you understand their needs, it builds trust.

As we explain in our blog post personalizing emails for successful email marketing, there are essentially 3 forms of personalization in emails.

1. Personalization based on available data

Imagine receiving a newsletter that starts with a warm greeting like “Hi Nienke” or “Dear Ms. Nienke Iliaens” – that’s the kind of personal touch that captures attention. But personalization goes beyond just using the recipient’s name and gender.

We encourage you to take it a step further and harness the potential of additional data. Consider leveraging your customer’s loyalty to make an even greater impact. How about sending an email to celebrate their first anniversary with your shop, one year after their initial order? Imagine the joy they’ll feel when they receive heartfelt congratulations accompanied by

a fun fact or a special discount code. It’s like giving them a delightful surprise that’s bound to make them feel valued and appreciated.

2. Personalization based on profile

Personalizing your emails based on your recipient’s profile goes one step further. With this type of personalization, you adjust the email content to each specific audience. A simple example is the location of the recipient. Based on their address, you add the details of the office or shop closest to them. This makes your customer feel unique, seen and appreciated.

By adjusting the email content to the interests or sales rep of your recipient, you can go a step further. The more specifically tailored to their liking, the higher your chances of success.

3. Personalization based on behavior

Personalization based on behavior, means looking at how the recipient reacts to your mailing. Let’s say your customer opens the email but doesn’t click or interact. In this case, a reminder could be an option. However, you could also choose to stop sending them this type of newsletter.

When a recipient opens the email and does click on a specific topic, there is a certain degree of interest. You can continue to send them emails, but for example, only about this particular topic.

Make sure you’re only using high-quality data. If you use the wrong data, you’ll create the opposite effect. And finally, don’t go overboard with personalization so your customers maintain a sense of privacy.

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