AgVoice | Timing is everything in Email Marketing!

Which brings us to one of the most important communication vehicles these propositions ride on¦¦¦.daily mailers!

Digital direct marketing communication ' your one on ones with potential buyers are not as easy as ABC. You know the importance of deliverability and other success metrics and you are sure your recipients are definitely receiving your email campaigns¦.there's just one more question you need to ask yourself¦. are they reading them?

Some of the key considerations which email marketers must take into mind while creating a "read & respond" campaign are:

Relevance: making the content relevant to each recipient. If a recipient knows that when your brand arrives in their inbox, this email is definitely something they have expressed an interest in and want to read, they will act on that.

Segmentation: The best way to implement relevance is to effectively segment your database so you know what your customers are interested in and therefore what content will be the most relevant.

You are now ready with that killer content, a solid Email Service Provider (ESP) behind you '(Choosing an ESP can be quite a task , here's hoping you've done it right , what next?)

Ask Usain Bolt, what the importance of timing is? No seriously, a great proposition, even with A/B split tested subject lines and creatives can turn horribly wrong if the timing is off. A well timed campaign ' other criteria remaining the same - can work wonders on the open rates and further on the ROI of the campaign. Unfortunately, there is no formula or overall "ideal time slot' which you can follow to achieve this elusive "golden hour'. There are a number of factors that go in to your decision: what time is best to hit the send button? ( With a good ESP ' it would be the Schedule button )

Timing ' Day and hour depends on the answers to the following questions.

Who are your audience?

For a B2B audience, it doesn't take an Einstein to work out that Tuesday, Wednesday and Thursday are the optimum days. As we all know, Mondays are spent getting back in to the swing of work after the weekend and Friday sees offices winding down for the next weekend. Saturday and Sunday are redundant as offices are closed. Days before holidays are = Fridays and days after holidays are = Mondays irrespective of what days they fall on !

For B2C email marketing, timings are very different. Very dependent on the demographic of your audience. One can safely assume most prospects will mainly be checking their personal emails in the evenings, during lunchtimes and over the weekends. However it is best to test which brings us back to segmenting! B2C sending can be a bit of a gamble without thorough testing of your specific target audience. Homework must be done and learning interpreted. A great ESP will be able to deliver dynamic content with different propositions scheduled at different times of a day or even different days.

Amit Sarna currently holds the position of AVP, Customer Success at Kenscio Digital Marketing, a leading specialised Direct Digital Marketing firm. With 0ver 15 years experience in Business Development, Process Creation & Adoption, International Business (Europe, ANZ & US ) and for the past 11 years, Sarna has worked in the domain of eBusiness, Digital & Online marketing and specialized in Digital Direct Marketing solutions for eCommerce, retail, travel, BFSI, Non Profit, Jobs & Automobile businesses. Sarna is self driven with an entrepreneurial experience.