When it comes to e-mail marketing, timing can be everything. Marketing campaigns done through e-mail can be very successful, but you have to figure out when and where your clients read your e-mails. Here are some things to consider when it comes to planning e-mail marketing campaigns:
When should I send my e-mails?
This question is typically the top of the list for busy salon owners, but the truth is that it really depends. It depends on the day of the week, the demographics of your client base as well as the type of email you are sending. For example, if you are close to a business park and have a lot of suits in your salon, you’re best bets for catching attention are early in the morning, between 11 and 1PM and after 7PM. If you have soccer mom’s you are really looking at the soap opera hours of early afternoon.
If you aren’t really sure of the general demographics, there are a few easy rules to follow when it comes to sending marketing e-mails. Specifically, schedule your emails to be sent between 6 and 7 a.m. when people sit down to check their email inboxes at work, or even at home with a morning cup of coffee, yours will be at the top of the pile. Avoid sending emails on the weekends in general as there is a distinct dip in open rates across industries.
The other thing you need to consider is what type of email you are sending. If it’s a special offer, or a short special, you’ll want to send it as early in the day as possible. If it’s a longer newsletter, send it later in the day when people typically have more time to digest a longer email. Early in the day they are trying to cross things off their list as fast as possible.
What day of the week should I send?
Source: Getresponse.com
It’s best to send these e-mails during the week. The best days are Wednesday and Thursday, with the reasoning being that people are too caught up on Mondays and Tuesdays getting into their week. This, too, can change based on the content of the email so consider what you are asking the user to do and think about when they are likely to do it.
Because these are the general rules you’ll want to do some testing of your own. Many popular email programs will allow you to test time to send, subject lines and other factors and will help you learn what works best for you.
Author Bio: Valorie Reavis
Social Marketer, foodie, closet geekA marketing professional who has focused primarily on the hair and beauty business for of the past decade, Valorie now runs linkup marketing, a digital marketing agency for the hair and beauty professional. Valorie works to engage clients in the marketing process and help them successfully engage with their clients and community. Energetic and passionate about the industry, Valorie focuses on blending traditional and digital media in order to bring salons closer to their clients.
