Category Archives for Email Marketing

The Best Times of the Year for Email Marketing

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eople often ask about what is the best time of year for email marketing. However, the answer is never what they expect because like most things marketing, the answer completely depends on the products and/or services you’re promoting plus your audience. It may get old hearing that answer – but the fact is, your audience and your product matters greatly.

  • Off-Time Sales – If you have a shop that is mostly frequented in the summertime, then you want to create an email series for the off time. An example often used is the tanning shop. Sending out email marketing campaigns to tanners during the winter can help bring those tanners back during the off time so they don’t wait for spring break to start their tans.
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    In Advance of a Holiday – Don’t wait until the month of the holiday to start your email marketing for a sale or event during that holiday. You want to work toward the excitement over about a 90-day period. So get your auto series completed to start marketing 90 days prior to the event, whatever it is, for the very best results.
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    Your Audience’s Schedule – You are the only one who knows your audience inside and out. You know their “on” times and their “off” times. Ensure that you are promoting hard during their off times, as well as promoting more carefully during the times they typically engage more so that you don’t turn them off.
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    Understand the Holidays – Each audience celebrates and likes different holidays than another audience. Know which ones your audience loves. If you have to, send out a survey to find out which are important to them so that you can arrange to have sales and other celebratory events during these special times for your audience.
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    Little-Known Holidays – Sometimes it’s fun to have a sale during a little-known holiday event. You can educate your audience on something new at the same time as offering a special during that time. Creating an email series around that one event will educate, inform, and bring new life to your email marketing.
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    All Year Long – The most successful email marketing never stops. It occurs all year long but takes into consideration the calendar, your audience’s beliefs, desires, needs, and schedules. There is a saying that works well in this case and it’s “always be marketing.” Never stop, any time of the year. The great thing about email marketing is that it can work even while you’re on vacation. With proper planning, it never stops.
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    Test Your Market – To know when the best times of year to send email marketing messages to your audience, it’s important to conduct tests. After sending marketing messages for an entire year to your audience you can use the data collected to see, at least for that year and your audience, what time of the year most of the emails were opened and when most of the click throughs and purchasing happened. Use that as your guide for the future.
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    Don’t Give Up on Off Times – Even if you notice a pattern for when your audience is reading, opening and responding to your emails, it doesn’t mean that you should give up during the “off” times. Instead, you'll want to redouble your efforts during these times. Mix up your subject lines, get more direct, and try harder.

In effect, the best time of year to send your email marketing messages to your audience is really all year long. But, as with most industries, there will be off times for opening and following through of your email marketing messages. Those are the times you should work even harder to get more sales and up your email marketing exponentially to get the results you want.

9 Common Email Marketing Mistakes You Are Making

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mail marketing is very effective. Some people believe that email marketing is literally the most effective form of marketing that ever existed. But, you may be missing a lot of opportunities from this form of marketing if you’re not setting everything up right.  Here are 9 things that you can check right now…

Untargeted List

If you’ve spent time building your list using lead bait that is not targeted and focused enough, you may have a lot of freebie seekers on your list. To clear your list, run an aggressive and targeted campaign to get them to pay attention and if they don’t, cycle them off your email list.

Meaningless “From” Name

Set up a “from” name that makes sense to your email recipients. Many people use their real name, and this has proved to be one of the best choices. You can also make it personal by using a name that means something to the audience like ‘Your Life Coach’ or something that speaks to them in that way.

Weak Subject Lines

Most people don’t open emails that they feel are to sales oriented. Therefore, put something in the subject line that directly tells them what’s inside, and makes them want to read more. Break up your list and test at least two different subject lines to see what works best.

Poorly Worded Opening Sentence

Most people view part of your messages on the view screen of their email software. What do they see when looking? Make it interesting enough right up front so that they want to open it to read more.

Lack of Personalization

Even when audiences know that personalization is automated, they still prefer it over the lack of it. Personalization increases click-through rates enormously. Make sure it is working properly. Wrongly coded personalization is worse than no personalization. Test your messages.

Broken Links

Nothing is worse than having a great message, a perfect call to action, fabulous subject lines and getting people to click through… and the link is broken. That’s why testing messages before sending them out are very important for your success with email marketing.

Not Using Analytics

Your email marketing software offers the ability to test much different analytics, from open rates to click-through rates, and more. Learn how to set it up to work for you so that you can use that information to improve your marketing.

Emails That Are Too Long

While long blog posts are a big deal today, long emails aren’t. People get bored reading emails that don’t get to the point. Avoid emails that are much longer than 450 to 500 words.  Get to the point.

Bad Formatting

This is yet another reason to test how your emails look on a variety of systems. Make sure you check for formatting issues. Formatting that makes the email hard to read, lack of word wrapping, and unresponsive messages ALL lose clicks.

If you’re making any of these mistakes, you can start right now fixing these problems. The hardest one to fix is the proper targeting of your market, but the rest can be fixed today with just a few tweaks.

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