The Power of Timing and Frequency in Email Marketing

Email marketing teams craft and measure their campaigns with analytical precision, but the timing and frequency of these messages are two elements that often get left out of the equation. With today’s consumers getting bombarded with emails at every turn, it’s more important than ever for brands to consider the impact of timing and message volume on their efforts. Here’s a glimpse as to why these factors matter so much, and what can be done to leverage them properly.

Email Frequency
“Some companies send far too many messages.”

There’s no magic number of email messages that marketers should aim for when building a campaign, but according to a blog article from The Next Web, there are a few guidelines to follow to ensure that customers receive an ideal amount of mail from a given brand.

For instance, research conducted by the news provider found that 83 percent of customers wanted fewer than two emails each week, with an average of 1.72 across the respondent base.

This should be a primary takeaway for all companies, but especially for e-commerce competitors, who have a reputation for sending far too many messages. The source noted that these organizations send between four and eight emails to their customers every week. While researchers found some major outliers (sending nearly 40 messages a week), brands should learn their lesson and shoot for a weekly regimen of two emails per customer.

Message timing matters
A more nuanced and situation-dependent factor in email marketing is the timing of message distribution, as every industry and audience has distinct attributes that impact these choices. Since consumers lead different schedules that determine their email browsing habits, it’s up to brand strategists to experiment with timing tactics and piece together the most effective game plan based on analytics and performance assessments.

“Customers are unique individuals and like every other unique individual, have their own specific times to sleep, work, shop and read emails,” wrote Paras Arora for The Next Web. “An ill-timed email is like knocking on the door when you know nobody is going to answer.”

Of course, there are some general dos and don’ts to remember when scheduling email distributions, according to WordStream. For example, Mondays are widely regarded as a bad day to send out an email blast, as the typical consumer is feeling down about returning to the work week. Weekends also show low open rates, while midweek messages tend to yield the best results. With so many users accessing their inboxes on a mobile device, a mid-morning message is much more likely to be opened and viewed seriously.

How automation helps
This may seem like a lot to take in, especially for a marketing team running and monitoring its campaigns in with manual controls and metrics. That’s why automation platforms are such valuable tools for perfecting the art and science of email distribution, scheduling and measurement. With the right email marketing software underpinning their efforts, any brand can discover the best timing and volume patterns for its unique audience.