iMedia Connection is featuring an interesting article by Accucast CEO Michael Pridemore called "Fine Tuning Your Email Strategy". In this article Michael Pridemore suggests optimizing email marketing strategies by focusing on three things: frequency, timing and audience. This is not new of course, but he does offer some very good tips and examples.
It comes down to this:
- Audience: analyze your email reports to determine which are your most responsive customers and base your marketing message on how customers have responded in the past
- Timing: this depends of course on your target audience. If you're targeting a B2B audience you better not send emails at night or in the weekends because that's not when they read their emails. However, if you're targeting a B2C audience, sending emails in the evening or during weekends might be a good idea, because that's when your target audience is reading emails.
- Frequency: To determine what is the best frequency for your target audience, you need to test and keep a close ey on open & unsubscribe rates. There are 2 things to keep in mind: only send relevant messages & it's better to send too little than too many.