The Science Behind Email Marketing

By on Dec 15, 201115

When it comes to marketing to customers, especially through Emails, there is a solid concept behind which days are the most effective and why. Many people have different approaches and what works for one business may not work for another.

When it comes to Email, different groups of people read messages at different times, depending on the circumstances of that particular business. One that you must understand clearly is how your clients think and what their needs and wants are. If you truly understand them, you will be able to pinpoint the best time to send them Emails that you are confident they will read and respond to.

If you aren’t sure exactly when is the best time to send Emails to your clients, it is worth the investment of time to do some research to find out the optimal timing. Whichever days you determine are the most effective, make sure that you stick with those days consistently. If you happen to have a business that deals with clients exclusively online, this is even more critical. It is important to remember; however, that you may have to adjust your strategy along the way. Also, there are many factors that go into making your social media marketing campaign successful.

There are some useful tips that may help you to figure out your perfect formula when it comes to Email marketing to your clients.

Look at historical patterns

If you take a good look at your own business of the past, you will learn a great deal. If you want to really understand if your strategy is working, you should look at your own business experience and try to identify patterns and issues that occurred before.

Take advantage of tools

The analytics tools that are available online are extremely important for you. The tools will help you to identify the successes and failures after each Email blast. You can then take that information and customize your online Email marketing strategy accordingly.

Landing page

You want to be very specific when it comes to influencing your recipients in your Emails regarding where you want them to go next and what you want them to do. Of course, you need to make sure that your landing page is everything that it should be (both in design and functionality).

Emails during business hours

If your Emails are being sent to people who run their businesses during the week, your optimal days upon which to send them Emails are between Tuesday and Wednesday. You will want to steer clear of the days at the beginning and the end of the week (in general).

Emails to clients

If your Emails are going to clients, the best days to send them are Thursday through Sunday. The reason for this, of course, is because they are otherwise occupied during the week and won’t be able to concentrate on your Email.

Lapse time

You should find out if there is any lapse time from the hour that your Email is scheduled to go out until the time when your recipients actually receive it. That is an important thing to know.

Compartmentalizing your list

It is very important to divide your list into some sort of logical sections that work for you. It is critical that you reach each person on your list in the most effective way possible.

The personal touch

People love to be remembered. Even though you have a business relationship with the people to whom you are sending Emails, it doesn’t mean that you shouldn’t remember their special occasions (birthdays, anniversaries, etc). They will remember that you have been kind and considerate.

Give your recipients a choice

If you are in a position to allow your customers decide when they receive Emails from you, you should try to make that happen. It can make a very big difference in your rate of success.

Conclusion

Email marketing may seem random but there is a definitely well-thought-out method behind when the Emails are sent out to the list of people. If you try a certain approach and it doesn’t seem to be working the way that you would like it to work, try something else. At the very least, you want to get people to skim your Email enough to want to continue reading. If you focus your Email efforts properly, there won’t be any result that you can’t achieve. There is a science behind Email marketing but it isn’t necessarily an exact science.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).

 

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