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In previous blogs I’ve talked about the importance of measuring your marketing activity and knowing where your prospects and clients originated from in order to measure which campaign has been the most successful and given the best ROI.
Another important area to measure is your emailings. Most good online systems offer the facility to measure how many recipients have opened your mailings and also how many have clicked through from your mailing to one of your website links. These stats are incredibly important not just for you to measure the effectiveness of the mailing content (and of course your list) but the days and times of the week when your target audience are most likely to read, click-through and ultimately purchase your product.
Perhaps you send a weekly/monthly mailing on the same day of the week and same time every week without a thought for whether this is the most effective time to reach your audience; or perhaps you randomly send out your mailings whenever you are ready to do so, or when the mood strikes! Either way, it’s worth taking some time to consider when your target audience will be in the most receptive state to your mailing, try sending on different times and days of the week and measure the results to see which appears most effective.
You may want to consider:
- Are the majority of email addresses business or personal?
- If personal, then when are the recipients most likely to respond to your mailing – when they are at work or perhaps in the evenings or weekends?
- If business then consider the times of day when are they likely to take the time to stop and read your mailing/newsletter and when are they most likely to file it away – or worse to delete it?
- The days and times when your target audience are most likely to be bombarded with emails or catching up with backlogs – i.e. Mondays or first thing in the morning.
If you are able to track previous mailings, then take a look back to see which have been the most successful with regard to click-through-rates and open-rates. Do you see any particular pattern with regards to the days and times they are sent and the response rates?