Today, you’re going to learn something important about marketing communications that will save you lots of time.
Ironically enough, it deals directly with time. The time on a clock, that is.
There’s been much talk recently about the best time to send e-mails to consumers.
I’ve asked questions, thought, and talked about the subject myself. What time should I send if I’m B2B marketing? B2C? What about if I’m sending a time sensitive SALE e-mail?
The conversation is understandable because e-mail is the most important and effective marketing communication at your disposal.
But I don’t want you to get caught up in the “delivery time” conversation the way I and others have.
Why?
Because it’s not the best use of your time. Especially when it comes to e-mail marketing optimization. And especially because e-mail provides you with a distinct advantage that other marketing communications don’t.
And this advantage makes delivery time less important than you think it is.
Keep reading to learn more.
Prolonged Exposure is Good for Your (E-Mail) Health
The distinct advantage that e-mail provides is what we at Business Writing Solutions refer to as “prolonged exposure”.
What the hell does that mean? And why does it matter?
Thank you for asking.
Prolonged exposure means that the person who receives the e-mail can have your message in front of their eyes for a longer period of time than other marketing communications.
Because once an e-mail reaches their inbox, it can stay there for a while.
A recent study I saw showed about 30% of all e-mail users check their inbox only once every 3 days.
It can sit in their inbox for days at a time. They can open it, read it, close it, and go back and re-read it at a later time. All at their convenience and discretion.
This means one thing.
It’s not very important when you send the e-mail, because users decide when and how often they actually engage with it.
And it’s easy for them to engage, disengage, and re-engage with it because your e-mail is racking up impressions in their inbox all the while.
It’s literally right in front of their eyes – and at their fingertips – for hours and days at a time.
Other marketing communications like blog posts, webpages, and even Tweets don’t provide that advantage.
The Takeaway
Don’t waste your time focusing on delivery time.
If you’re sending a time sensitive e-mail for a sales event, send it at least 4 days in advance of the sale end date. This will ensure that you don’t miss those 30% of e-mailers who only check their e-mail once every 3 days.
Aside from that, other elements of e-mail marketing communications like subject lines, delivery rates, open rates, and conversions are much more important.
Spend your time writing different subject lines, body text, and conversion links for different e-mail groups. Track which variations perform the best because they are more important to the performance of future campaigns than delivery time is.
So use that information to your marketing communication advantage.
There will be more to come about using variations in marketing communications soon, so subscribe using the orange RSS button to stay current!
What do you focus on for optimum performance in your e-mail campaigns? Subject lines? Conversion links? Other? Tell us by commenting below!
For more about effective marketing communications, please visit elitebusinesswriting.com
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