The Best Times of the Year for Email Marketing
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Business owners often wonder when is the best time of year for email marketing. Like most marketing tactics, the answer depends on the products or services you’re promoting and your audience. Here are six times during the year you should consider sending email marketing campaigns:
Off-time sales – If your business is busiest during the summer, then you should create an email marketing campaign for the off time. For example, when a tanning shop sends email campaigns to its customers during the winter, this could bring in customers when the shop isn’t usually busy.
In advance of a holiday – Don’t wait until the month of a holiday to start your email marketing for a special sale or event. Instead, work toward the excitement over about 60 or 90 days. For the very best results, create an email campaign to start marketing about 90 days prior to the event.
According to your audience’s schedule – Do you know your audience’s “on” times and “off” times? Ensure that you are promoting hard during your audience’s off times and promoting more carefully during the times they are busy so that you don’t turn them off.
Holidays – Which holidays does your audience love? Send a survey to your email list to find out which holidays are important to them. Then arrange sales and other celebratory events during these events that are special times for your audience.
Little-known holidays – Sometimes it’s fun to have a sale during a little-known holiday. You can educate your audience about something new at the same time as offering a special sale. Creating an email campaign around that one event will educate, inform, and bring new life to your email marketing.
All year long – The most successful email marketing never stops. It occurs all year long but takes into consideration the calendar, your audience’s desires, needs, and schedules. Never stop marketing, any time of the year. The great thing about email marketing is that it can work even while you’re on vacation. With proper planning, email marketing never stops.
To know when your audience is most receptive to email marketing messages, it’s important to conduct tests. After sending marketing messages for an entire year, you can use the data to see (at least for that year) what time of the year most of the emails were opened and when most of the click throughs and purchases happened. Use that as your guide for the future.
In effect, the best time of year to send email marketing messages is all year long. But, as with most industries, there will be off times. Don’t give up during the off times. Instead, redouble your efforts. Mix up your subject lines, get more direct, and try harder. Let your email marketing help you get the results you want.
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