To make sure that your email campaign is effective, constant vigilance and maintenance is key. Below is a list of what is recommended to accomplish this, as well as a few ideas to get the highest engagement possible through email marketing.
Why Send Emails?
- To communicate with current customers.
- Build brand awareness and brand loyalty.
- To communicate with new prospects.
- Generate revenue, increase sales, increase repeat business.
- Remind customers of your business.
- Announce new promotions, products, etc.
What Controls Where My Email Lands?
Engagement! Engagement refers to how many people are interacting with your email. The most important things to remember when sending emails are:
- Who your email demographic is.
- The purpose of the email.
The Best Day of the Week to Send Emails
Based on consumer patterns, your emails may be opened or engaged with most often when sent on the following days of the week:
A few things to note:
- Retail e-commerce and hobby related emails tend to be opened/engaged with more on Thursday, or at the end of the week.
- B2B emails tend to perform the best at the beginning of the week.
- Marketing/service base emails tend to perform the best mid-week.
- Sales focused emails are best to send on Thursday or Tuesday.
- Weekends tend to have the highest click through rate overall.
The Best Time of the Day to Send Emails
- Generally between 6am - 8am or 8pm - midnight if you are looking for engagement.
- 12pm - 4pm if you just want to focus on the number of email "opens".
It is best to A/B test your emails so that you can see which time is best for your customers.
Tips for Email Content
- It’s best to keep content between 150 - 250 words.
- The best performing emails are under 150 words.
Tips for Subject Lines
- Do more with less. 4 words in the subject line perform the best; keep it short and to the point. Subject lines should be no longer than 50 characters. Try to keep the subject lines around 4 words for optimal success.
- Think of something that will inspire your contacts (similar to a blog title) to get them thinking.
- This is your first call to action to your customers; use "action" verbs.
- Include information that will benefit your customers.
- Avoid using all caps.
- Make your subject line unique so it stands out in your customers’ inbox.
- We recommend A/B testing subject lines. They be effective since each client’s demographic will be different.
Understanding Open Rates & Click-Through Rates
- A strong email open rate is around 11% - 15%.
- Your click-through rate can vary, but it is best to be between 6% - 10%.
- Click to open rate (CTOR) means the number of people who clicked compared to those who opened the email 20% - 30% (this number is higher because it is calculated based on the number of people who open the email, not the % based on total emails sent)
- If you had a 40% click-through rate, it would mean that for every 10 people who opened your email, four people went on to click a link within that campaign
- If you have higher rates, you can consider the list itself ( i.e. how long you've had the contacts and how many times you've emailed them); if you have an old list it may take 3-4 emails to clean the list up.
Understanding Bounce Rates
- You should strive to have your bounce rate below 8%, and your unsubscribe rate between 2% - 3%.
- Too many hard bounces is a sign of an old, stale list. Make sure you email your subscribers regularly (at least once a quarter) so that your list stays up to date.
- Soft bounces usually mean the recipient is “temporarily unavailable”. Maybe they’re on vacation, or their mailbox is full. You can keep those emails and try them again later.
- Hard bounces mean an email address failed. Maybe it no longer exists, or maybe someone made a typo when they subscribed to a list. Hard bounces might also occur if an email hits a spam filter. If you see an abnormally high number of bounces after a campaign, read your bounceback records for any messages or clues from spam filters
Things to Avoid
- Never send to a list of contacts that did not opt in
- Never send to a list of contacts that you have not emails within the last 6 months