Even if you’ve spent hours crafting a fantastic email newsletter, there’s still one major hurdle to overcome: if your recipients don’t open your email and read it then all your efforts are in vain.
So, how can you make sure that your emails are opened? Well, while there’s no way of ensuring that they are, by looking at the timing and frequency of your mailouts you can give yourself the best chance of reaching your customers.
When and how often you send your emails will depend on who it is you are targeting. For example, target business people during the day, between 11am and 3pm, on a Tuesday, Wednesday or Thursday. Consumers meanwhile are more likely to be at their computers between 5pm and 8pm during the week, and during the day on Saturday and Sunday. If you have subscribers in different timezones, remember to bear this in mind. Newsletter services, such as MailChimp allow you to set the same mailout time for different timezones, e.g. 2pm GMT / 2pm EST.
It also follows, that every email you send out must be relevant to your audience. If it doesn’t look interesting, it’ll get deleted. Avoid gimmicks or being too overtly sales oriented or you could do your reputation harm. Think about how much junk you get yourself each day. Your audience will be in the same position. Figure out what kind of email would have as good a chance as possible of being read.
This all depends on what you are trying to achieve. Send out your newsletter too infrequently and people will forget about you. Not good if they are potential clients!
However, if you bombard your audience with irrelevant emails, twice a day, then they’re very likely to quickly unsubscribe.
Send them information that is interesting to them, relevant to their wants or needs, and is well written – the chances are they will read it and look forward to repeat emails.
Each time you send your newsletter out, remember to monitor your stats. Check your open rates, click through rates for links you include and how many unsubscribe requests you get.
If you follow the tips outlined above, over a period of time you’ll be able to establish the best times and mailout intervals for your newsletter – as well as be able to assess if your emails are relevant and engaging, making changes accordingly.