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Email on the Clock: Are You Timing Your Campaigns Effectively?

ImageBy this point, you know that email marketing is one of the most effective tools for generating new leads, sales revenue, and for targeting specific audience segments. However, email is more of an exact art than many would have you believe; timing not just the initial email delivery, but scheduling each follow up, is critically important to the success of your email campaign. According to a recent article by Direct Marketing News, most marketers vastly overestimate their emails’ shelf lives. In reality, two-thirds of all marketing emails are opened the first they are received; one-third are opened within two hours of them hitting the inbox. The bottom line? If your email wasn’t opened after 48 hours, it’s not going to be.

So how do you make sure that your emails are ready, sent, and opened in that golden two hour period? It’s essential to be at the top of the inbox – this means that you need to know when your customers are most likely to be reading emails, and on devices that are most likely to help convert. For example, on the East Coast, most marketing emails are sent out between 6 am and 9 am. This is when most people are commuting to work and either unable to check their emails at all, or are only able to view them on smartphones. While on the surface this doesn’t sound like too much of an issue, Epsilon SVP of digital marketing solutions Quinn Jalli reports that emails viewed on mobile devices have a 33% lower click-through rate, and a 75% lower conversion rate than emails viewed on traditional PCs, laptops, or even on tablets. So how do email marketers stay top of box? Schedule your email message to hit your East Coast audience inboxes before 6 am; that way, they are sitting at the top of the inbox while customers are checking email at home on their computer or tablet before work.

Continue to read on our blog: Email on the Clock: Are You Timing Your Campaigns Effectively?
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This entry was posted on July 12, 2013 by in email marketing and tagged .
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