There are many and varied marketing strategies to attract potential customers and convert them into loyal customers, but one of the most effective is email marketing. Email marketing is a powerful tool with which you will be able to reach your audience without being invasive because they will be the ones who will agree to receive the information. In this sense, good segmentation will be essential to achieve your objectives, because email marketing is a direct channel with valuable content adapted to the consumer.
The great advantage of this marketing strategy is that the results can be measured in real time, so it will be very easy to see if the campaign is working or not and, accordingly, make the relevant changes. Marketing in the form of a newsletter serves above all to maintain contact with the client by sending them news and updates, and thus keep you present in their day to day.
Email marketing strategy: when to send a newsletter?
As the song says “it depends, it all depends”. There is no exact science to decide what time and day are the best ones to get the best results from a newsletter. Everything will depend on the market to whom it is directed. But it is not impossible to establish a strategy like Children’s book illustration to set guidelines for action. What’s more, it will be key that you do a study of your market to find the optimal day and time.
A good way to do it (be careful, not the only one!) Is by making strategic shipments so that you can then compare them. That is, send an email to a mailing list every day at the same time for a week (Monday to Friday, for example), and then do the same but with time slots (from 10am to 11am, from 12am to 1pm, and so). Once you have made all these shipments, study the results with Google Analytics and observe what hours of which days there have been more actions in the newsletter (opens, clicks, views, etc.).
With this you will have a good perspective of how your market works and you will be able to develop a shipping calendar ensuring the best results. Yes, it is an arduous task, but with patience and perseverance, you will benefit from it.
Email marketing day by day
As we have already said, sending newsletters is not an exact science, and we must take into account multiple factors such as the country, the type of target audience or the type of promotion we do. We can define guidelines for action that can serve as a guide when planning our strategy.
It is one of the worst days to send email marketing campaigns. When you get to the office after the whole weekend, the first thing you usually do is empty your inbox to keep the emails that interest you for work. Your mind is more focused on organizing tasks for the week and catching up than on opening emails that can distract you from work. But if you still want to try your luck on Monday, prioritize noon, between 2:00 p.m. and 4:00 p.m., because in the morning you have the upper hand.
Tuesday is a good day to generate opportunities because you already have the week planned and you have more time for other things. It is a good day to do campaigns related to events or promotions that take place during the week, although since it is quite early, you may have to make a reminder in the middle of the week to keep customers’ attention. First thing in the morning, from 8 a.m. to 9 a.m., or at noon, between 12 a.m. and 4 p.m., it will be a good time to send the newsletter, during the morning coffee or lunch break.
Wednesday and Thursday
Midweek is an ideal time to run fast-acting campaigns. Many people are already planning for Saturday and Sunday, so it is a good time to offer promotions with the weekend in mind. As on Tuesday, first thing in the morning or at noon is the best time to send the newsletter.
Friday is one of the days that less mail is received. With the weekend at your fingertips, it’s a good time to send out last-minute deals for your Saturday plans. The undecided can react quickly to a promotion for the next day, so take the opportunity to send fast campaigns, they can be a great opportunity. As many companies do intensive work on Fridays, it is better to send the newsletter first thing in the morning because by noon most of us forget about mail and work.
Obviously the weekend we are not so pending or surfing the internet, much less the mail. That is precisely why we can find an opportunity. Although Saturdays and Sundays are not the best days to send campaigns, we can take advantage of the fact that the ones that are sent will be read with more attention because there is no avalanche of emails behind. Orient your campaigns to family promotions and get the attention of your customers with special offers for the weekend. In the morning, before starting your weekend activities, is a good time to ship.
As you can see, there is no star day or an ideal time to send your email marketing campaigns, but if we take into account the particularities of each day we can send personalized campaigns aimed at specific audiences with options for everyone. It is only a matter of carrying out a study of shipments, analyzing the results and scheduling the newsletter on the day and time that best suit our business.
Email marketing tools
There are many platforms to do mail marketing, varied and of different prices. But the important thing is not how much you are going to spend on them but the use you give them. There are tools that you can use for free that will perfectly cover the mailing needs of your company if you know how to take advantage of them. We give you some tips to choose the one that best suits your company:
- Reputation: choose among those with the best reputation among email managers such as Gmail. If not, your campaigns may go straight to the spam tray or not even reach your subscribers.
- Simplicity: if the chosen tool is too complex, you may not understand all its functions and you will not be able to get all the performance it offers you and the campaigns will not turn out as you expect. Remember, simple is not synonymous with bad.
- Scalability: the functions of the platform you choose must adapt to the volume of emails you are going to manage. The tool should grow with you based on your needs.
- Profitability: if you are going to spend money on an email marketing platform, keep in mind that it ends up bringing you benefits. Convert what you invest into profit, if not, it is not worth it.
We leave you with a small selection of email marketing platforms. You can find many more, but these are the best known or, at least, some of the best.
- Active Campaign: one of the most fashionable tools today. You can make automations and visual sales funnels. In addition, you can create templates for the funnels or use those of other users.
one of the best known and most used. Ideal for large companies. It has the free version with more capacity, it has Smart Delivery technology and the templates are responsive. As a drawback, it does not have sales funnels.
itis Facebook’s ally, therefore, you can show your products on this social network with integrated advertising. You can schedule your shipments and it offers you different reports with the results.
itis very easy to use. It has a lot of customizable templates and a drag & drop editor to easily design newsletters. It can be integrated with platforms like Prestashop, Magento or WordPress and it also has 1000 royalty-free images that you can use.
This platform is designed for large companies and is quite expensive, although there are free versions of all the tools it offers. It is very complete and you can make automations and audience segmentations.
We have already seen that there is no magic formula for sending email marketing campaigns or the definitive platform. But with a study of the behavior of your subscribers and choosing the tool that best suits what you need, you can get huge benefits with a good email marketing strategy. Do not underestimate this option and start creating and sending newsletters.