You know how much effort goes into crafting successful email campaigns right? Subject lines compelling copy enticing links and clear calls to action—they’re all crucial.
But you know what’s even more important? The stuff that happens behind the scenes the stuff that most people don’t think about.
I’m talking about scheduling targeting and timing.
Let’s break it down shall we?
Scheduling:
Think of it as the foundation of a well-executed email campaign.
Most professional email services let you schedule your campaigns in advance eliminating those last-minute panics and frantic scrambling.
Honestly scheduling is a must.
Imagine setting up your next few campaigns weeks or even months in advance even with placeholder content and images.
You can then fill them in gradually without feeling rushed.
That means more thoughtful well-executed campaigns guaranteed.
Here’s the best part: Stepping back for a few days allows you to see your campaign with fresh eyes.
You’re more likely to spot typos polish your copy make sure everything is concise and engaging and ensure that all those links work flawlessly.
It’s like having a built-in quality control process.
Preparing your content and scheduling in advance gives you that luxury.
Targeting:
Targeting is all about making sure your messages land in the right hands.
You know how frustrating it is to get emails that have absolutely nothing to do with you? Nobody likes irrelevant emails and that’s why targeting is crucial.
Think about your audience where they are what they like and what interests them.
Maybe you have a fan base spread across the globe.
Do they all need the same information? Absolutely not.
It’s like sending a message about a specific event in North Dakota to your entire fan base in the US and beyond.
It just doesn’t make sense.
Geolocation is a powerful tool but it’s not the only targeting option.
You can break your fan list into different groups based on various factors.
How about a group for new fans one for those who have been with you for a while one for fans over a specific age or even one for fans who bought merchandise from your store? Get creative create groups that make sense for your audience and your different marketing goals.
Timing:
let’s talk timing.
There’s no magic formula for the perfect time to send an email one that guarantees everyone will open it and click through your links.
But there are definitely days and times that tend to perform better than others.
The general consensus is to aim for Tuesday to Thursday during regular work hours.
But here’s the thing: everyone knows this so email volumes are at their highest during those times.
It’s all about experimentation.
Try varying your sending days and times to see what works best for your fans.
You can even divide your list into smaller groups and test different days and times with each group.
If you find a clear winner go for it! Send your next campaign to your entire list during that winning time slot.
It takes a little trial and error but trust me it’s worth the time and effort.
You might be surprised at what you discover about your audience’s email habits and preferences.
Sub-Targeting:
Let’s dive a little deeper into targeting because it’s a must when it comes to engagement.
We’ve already talked about dividing your list into different groups based on factors like location and age.
But we can get even more granular with sub-targeting.
Think about those groups we created: new fans old fans merchandise buyers etc.
We can further segment these groups based on their behavior.
For instance let’s take the new fans group:
Sub-Targeting New Fans:
- Recent Website Visitors: These fans have recently visited your website so they’re likely interested in what you have to offer. You can target them with a welcome email series highlighting your latest products or services and maybe even offering a discount or a free trial.
- Blog Subscribers: These fans have signed up for your blog so they’re probably passionate about your content and industry. You can target them with blog post updates behind-the-scenes insights or even exclusive content only available to subscribers.
Sub-Targeting Old Fans:
- Loyal Customers: These are your most valuable fans they’ve been with you for a while and consistently interact with your brand. You can reward their loyalty with exclusive deals early access to new products or even personalized recommendations.
- Inactive Fans: These fans haven’t engaged with your content for a while. You can re-engage them with a gentle reminder email highlighting your latest offerings or maybe a compelling offer to encourage them to come back.
Sub-Targeting Merchandise Buyers:
- Recent Purchasers: These fans just bought something from you. You can target them with a thank you email product recommendations or even a survey to get feedback on their recent purchase.
- Repeat Customers: These fans love your products. You can target them with exclusive deals special promotions or even loyalty programs to encourage repeat purchases.
Optimizing Timing:
We’ve discussed the general consensus on timing but let’s get into more specifics.
Let’s break down the week and see when your audience might be more likely to engage:
Monday:
- Early Morning: People are fresh and checking emails to get their day started. This is a good time for time-sensitive offers event reminders or quick updates.
- Late Afternoon: People are winding down after a busy day. This can be a good time for more casual content like blog posts inspirational quotes or behind-the-scenes stories.
Tuesday:
- Mid-Morning: People are getting into their workflow. This is a good time for marketing materials promotional offers or content that encourages them to take action.
- Mid-Afternoon: People are likely taking a break. This can be a good time for engaging content like infographics videos or interactive quizzes.
Wednesday:
- Early Morning: Similar to Monday people are fresh and checking emails to get their day started.
- Late Afternoon: People are likely winding down again so this can be a good time for casual content.
Thursday:
- Mid-Morning: Similar to Tuesday people are getting into their workflow.
- Mid-Afternoon: Similar to Tuesday people are likely taking a break.
Friday:
- Early Morning: People are likely in a good mood so this is a good time for positive content like success stories inspirational quotes or fun updates.
- Late Afternoon: People are preparing for the weekend so this can be a good time for content related to leisure activities travel or entertainment.
Weekend:
- Saturday and Sunday: People are likely more relaxed and less focused on work. This is a good time for more casual content like blog posts behind-the-scenes stories or even just a quick update.
Remember these are just general guidelines.
It’s crucial to experiment with different times and see what works best for your audience.
A/B Testing:
Here’s a powerful tool for optimizing your email campaigns: A/B testing.
It allows you to test different elements of your campaign like subject lines call-to-actions and even content to see which performs best.
For instance you could send two versions of your email campaign to a small segment of your audience.
Version A might have a subject line like “Get 20% off your next purchase!” while Version B might have a subject line like “Don’t miss out on our exclusive offer!” Then analyze the open rates and click-through rates for each version to see which one performs better.
A/B testing is a fantastic way to gather data refine your strategy and improve your overall email campaign performance.
Email Marketing Platforms:
Before I wrap this up let’s talk about the tools of the trade: email marketing platforms.
These platforms are designed to make it easy for you to create send and track your email campaigns.
Here are a few popular options:
- HubSpot: It’s known for its comprehensive marketing automation features including email marketing CRM and lead management.
- Mailchimp: It’s a great choice for small businesses and startups offering a user-friendly interface and affordable pricing.
- Constant Contact: It’s known for its user-friendly interface and excellent customer support.
- GetResponse: It’s a powerful platform with advanced features including email automation landing pages and webinars.
- Sendinblue: It offers a great balance between affordability and features including transactional emails and SMS marketing.
The platform you choose will depend on your specific needs budget and technical expertise.
But regardless of which platform you decide on they all offer essential features to make your email marketing life easier.
Final Thoughts:
Remember email marketing is a marathon not a sprint.
It takes time and effort to build a successful email list craft engaging content and optimize your campaigns.
But with the right tools a well-crafted strategy and a willingness to experiment you can achieve amazing results.
So go ahead get out there and start mastering the art of scheduling targeting and timing.
Your inbox (and your business) will thank you!