10 Tips for Optimizing Email Timing and Frequency

Silverpop Tip Sheet:
Time Is Money: 10 Tips for Optimizing
Email Timing and Frequency With more people trying to squeeze more activities into a finite amount of time, it's no wonder that people say "time is money." And for marketers with less margin for error than ever, timing is literally money. So how do you deliver the right message at the right time and ensure your revenues don't melt away faster than a clock in a Dali painting? Here are 10 tips for getting the timing and frequency of your emails right:
Make relevance your first priority. Relevance recipient behavior on a rolling basis and then predicting the trumps everything, so before agonizing over optimum ideal email delivery time for each address on a mailing list. frequency, ask yourself how you can send more Armed with this information, you can automatically send 1relevant email more often with fewer resources. Sending 10 messages to each recipient based on when he or she is most emails in a week might be fine if they're highly relevant, likely to be checking email, thereby driving click-throughs personalized messages that mesh with recipient interests and/ and conversions.or are behavior-driven, while two generic messages might be seen as spammy. Once you've mastered the fine art of Match nurturing messages to stage in the buying relevancy, then you can worry about fine-tuning frequency. cycle. If you're delivering one type of content at a time when the buyer is looking for another, you're Engage new contacts within the first 30 days c4reatin g a disconnection rather than nurturing a relevant with a welcome campaign. Whether they've just dialogue. Instead, segment campaigns by stage of the purchased a new pair of shoes or are entering a 90-day relationship, specifically tuning different email messages s2ervice trial, it's essential to engage subscribers while they're and offers based on both explicit and implicit indicators of interested and highly engaged. Reach out your customer's readiness to purchase. For example, immediately with a multipart welcome messaging might change throughout a campaign that introduces new customer lifecycle as follows:subscribers to all the benefits of your email program; . "Interested" Phase: Welcome highlights your website, messages, educational and social media pages best practices content, and SMS offering if promotions for first applicable; invites them purchaseto tell you more about . "Engaged" Phase: themselves; and provides Reminders of links to helpful resources upcoming events, you offer. targeted content based on website Deliver email page visits, when people are loyalty programs, most likely to be pricing and feature i3n the i nbox. You don't comparisons, want your carefully crafted testimonialsmessage to get buried below . "Lapsed" Phase: 30 other emails. To avoid Surveys, incentives this scenario, use new email to revisit website, technology that optimizes promotions to encourage send times by analyzing purchases
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Vary frequency based on length of buying cycle. connect with the customer or prospect, the better your A prospect who indicates a short purchasing timeline is chances of success, so try sending your first cart or form likely to be more receptive to a higher email frequency recovery message within an hour or at the latest 24 hours 5than som eone with a longer time frame. So, consider setting up of abandonment. Remember to monitor click-throughs, different campaigns based on a prospect's propensity to buy, conversions and unsubscribes to ensure you've nailed the sending emails more frequently to those with short buying cycles optimum timing. and less frequently to those with long buying time frames. Vary message content to compensate for Create new email streams to give subscribers more increased holiday sending frequency. With control. Looking to increase frequency but worried shoppers spending more money during the holiday about the list churn that can accompany a boost in 6 9season, many companies ratchet up email frequency in message volume? Divide your single email stream into an effort to realize the visions of revenue dancing in their multiple email streams, giving subscribers the ability to opt heads. But even deal-hungry shoppers can become numb in and out o... [download for more]