In all of the focus that email marketers, newsletter publishers, and
other volume email senders put on tweaking their content, format, and
other aspects of their email to help maximize deliverability, they
often overlook the scheduling of their mailings - by which I
mean when they send their mailings, and how often they send them. Yet
this can have a definite impact on your deliverability! Here then, are
the top 5 mistakes that email senders make in scheduling their mailings.
1. Sending email too frequently
If you send email to your mailing lists too frequently, you can
cause a number of unintended effects, all of which will affect your
deliverability. First, you can tick them off, and they will hit the
“this is spam” button. That’s really bad. Second, you can cause them to
tune out and just ignore the email - this will affect your open rate
which yes, make no mistake, will affect your deliverability rate. Think
about it this way: if you were an ISP and a sender’s email never got opened, by any of your users, wouldn’t you start sending it to the spam folder?
2. Not sending email frequently enough
Conversely, if you don’t send email frequently enough, then people
will forget who you are, or that they signed up for your mailing list.
Then, guess what happens when, suddenly, after two years, a user gets
email from you, seemingly out of the blue, advertising your service?
That’s right - they hit “this is spam” - because they don’t remember you.
It’s important to find that delicate balance between sending email
often enough that your users remember and follow you, but not so often
that you get them upset by inundating their inbox.
3. Not sending email consistently
This goes hand-in-hand with item #2. If the timings of your mailings
aren’t consistent, then people can’t anticipate your mailings. If they
aren’t anticipating them, they aren’t expecting them, and if they
aren’t expecting them they - you got it - mark them as spam.
4. Sending an email just for the sake of sending an email
Once you recognize the importance of sending your mailings consistently, it’s also important that you have something to say! Don’t send an email just because it’s time to send another email. In other words, do send an email when it’s time to send another email, but not just because
it’s time to send another email. Have something interesting, and
useful, to say. Because even if you send an email when it’s time - if
your emails are just rehashes of other things you’ve sent, or yet
another announcement of the same thing - your users will either get
ticked and hit “this is spam”, or get desensitized to your mailings and
stop opening them which, again, can affect your deliverability bottom
5. Not paying attention to the day and time that you send your email
If you think that the actual timing of your email - whether it’s
sent on a Monday or a Friday, in the morning or the afternoon or
evening, doesn’t matter, well, you’re wrong. For some email senders,
having their email show up at the end of the business week is the kiss
of death - for others it’s the ideal time as it gives their users the
whole weekend to look the email over. It depends - a great deal - on
your target audience. The only way to find out the best day and
time to send your mailings is to test it and carefully track your open
and click-through rates.