Choosing the time to send an email newsletter and increasing its efficiency

To attract the attention of the target audience to goods and services, businesses use different strategies. Here, organic traffic to the company's landing pages, targeted, contextual advertising, interaction with social networks, and email newsletters are often combined. Despite the fact that interaction with users via instant messengers is actively developing today, the relevance of email newsletters still remains quite high. It can rightfully be called one of the most convenient ways to interact with potential business clients. It will allow you to maintain the attention of regular customers, as well as attract new ones, systematically moving them along the sales funnel and stimulating them to perform the target action. And here everything is logical: selling goods or services to a person who has already heard about you as a business in general is much easier, especially if there has already been interaction with your products and satisfaction from the purchase.

As part of today's review, we will remind you of the benefits that a business receives from launching email newsletters. We will talk about how to increase their effectiveness by choosing the right day of the week and time to send emails and messages via instant messengers. We will talk about such a concept as the seasonality of email newsletters and tell you how to organize everything as correctly as possible in order to achieve high efficiency in practice.

The advantage of using email newsletters for business

Email newsletters — this is what can have a significant positive impact on increasing sales, improving the loyalty of the target audience and developing the business as a whole, increasing the level of income. If you organize these works as correctly as possible, you will be able to solve the following tasks facing the business with minimal time, effort and money:

• Increasing sales. People who are already familiar with the business interact with it more intensively, which has a positive effect on the number of orders and the level of satisfaction.
• Quick announcement of new products. Through email newsletters, you can convey information to your customers about your new product before your competitors do.
• Notification of promotions, sales, discounts. This is what will be an excellent incentive for sales, since you send messages to people who are obviously interested in your products. Add links for transitions so that potential customers can immediately go to the promotional products.
• Liquidation of leftovers from the warehouse. In the general mass of products presented in your catalogs, potential buyers may not find the products that you have been keeping for a while or simply do not know what we are talking about. By sending a corresponding letter, you focus attention directly on these products by offering special discounts on them.
• Getting into the circle of interests of the target audience. In this case, we are talking about, so to speak, an event-based email newsletter. It is sent on the eve of some holidays, events, dates, suggesting which products may be useful. As an option, on the eve of September 1, you can make a mailing with a school uniform, inventory, on the eve of the New Year - various gifts, souvenirs, etc.
• Reminder of unfinished purchases. We are talking about products that users previously added to the cart or used the "postpone" option, but never completed the purchase. By sending them an email newsletter, you remind them that this product is still available in your store and they can buy it.
• Convenient pre-order processing. This option is available on many modern websites. Customers can add products to their cart that are expected to be delivered in the foreseeable future. Then you send them messages saying that the products are already in stock and they can complete the purchase.
• Getting closer to potential buyers. Only those customers who are interested in your products and services sign permission to send you newsletters. Those who already trust you. If you organize everything as correctly as possible, you will get an audience that will actively interact with your business. This means that it will be much easier to sell products to them.
• Launching surveys. This is a great way to learn more about your target audience, find out people's interests and desires. As a result, you will be able to offer them products or services that are guaranteed to interest them, which will be the key to stable orders and good profits.
• Sending out information about your own development, improvements on the site, in service. This way, you can tell that your business is focused on satisfying current market demands, that you want to improve convenience for customers. Tell in your mailing about a new, faster way to place an order or pay for it, about adding a new sorting that allows you to find products as quickly as possible and about other positive changes that are happening in your business.
• Ensuring interaction with fans of the business. If you have been working in the market for a long time, if you produce high-quality goods, then most likely you already have your own audience of buyers who contact you with orders over and over again. You can organize more effective interaction with them through email newsletters, as an option, ask to post a post or story on a social network with your products and a corresponding mention, leave a review of the product, etc. With a high degree of probability, there will definitely be people who will fulfill your request, and completely free of charge.
• Share the latest trends in the market. You can send out newsletters with current trends and show that you have similar products for sale. This will increase demand for your products.
• Provide purchase support. You can use email newsletters to inform your customers about the status of their order. Alternatively, you can say that it has been accepted for processing, sent via the postal service, or has already arrived at the branch and can be picked up.
• Organize a mailing list of birthday or holiday greetings, right up to the anniversary of the first purchase. This is what will allow you to take an individual approach to customers and will help improve their loyalty. In such letters, you can not only send a congratulatory message, but also offer products that may interest a person.
• Check the effectiveness of launched campaigns. Accurate statistics are collected for each launched mailing list. If you analyze it, you will be able to see which letters with which content worked more effectively, which ones generated the most clicks and orders. This is what will allow you to increase the effectiveness of your email newsletter.
• Remind inactive customers about yourself. By sending a corresponding letter, you will be able to interact with people who previously placed orders with you, but have recently stopped doing so. Alternatively, you can give them a gift in addition to a new order. Moreover, you can offer them to unsubscribe from the newsletter if they are no longer in the mood to interact with your company, thereby maintaining the relevance of your customer base at a high level.
• Increase website traffic. If you add a link to your website or other online business representation to the text of the newsletter, you will be able to increase the number of clicks. It is possible that after reviewing the range of products, people will find what they were looking for and place an order for it.

As you can see, with the help of an email newsletter, you can solve a huge number of everyday problems facing a business. And it is noteworthy that all this is relevant for almost any company. There is no dependence on what niche they work in. The only thing is that everything needs to be implemented as correctly and competently as possible. And one of the mandatory points that must be taken into account here is determining the most correct time to send an email newsletter.

Why is it important to consider the time to send a newsletter?

We would like to draw your attention to the fact that here you need to initially understand how you will carry out your mailing: via email or via instant messengers. But in any case, you should consider the audience, the nature and purpose of your message, the time zone and a number of additional points. But still, there are a number of certain patterns that must be taken into account.

The effectiveness of business development largely depends on how comprehensively and professionally you approach the work as a whole. Here, it is necessary to take into account a large number of factors. If we talk directly about electronic mailing via email or instant messengers, then we must take into account the sending time. It has a direct impact on the feedback of the user audience and, as a result, ensures the effectiveness or complete failure of the idea. In this case, you should pay attention to such parameters as the message delivery rate, its opening, percentage of impressions, and payback indicators.

To identify certain patterns, comprehensive analyses of email mailings were repeatedly carried out. In particular, the hours and days were determined when the user audience is more loyal to such messages, communicates with your business, and performs a conversion action. At the same time, there are days and times when, on the contrary, the mailing causes mass unsubscribes, complaints, including spam. It is clear that the audience is different, and any business must first of all focus on its preferences, interests, study behavioral factors from its own experience and, based on all this, launch a mailing, and any other advertising campaigns. But still, it will be useful for everyone to know the general trends. That is, when preparing a mailing list, it is important to consider:

1. The best day of the month for mailings.
2. The best day of the week for mailings.
3. The best time of day for mailings.

The best day of the month for mailings

If you approach the promotion of your business in a comprehensive manner, then most likely you have a written strategy for its development, which also specifies the mailing schedule itself. Alternatively, news messages are mainly sent 2-3 times a month, and to ensure the stability of trigger chains, it is necessary to send at least 2 letters every week. At the same time, it is optimal to make sure that your messages arrive at approximately the same time. But still, the most important message for your business is best tied to a specific day of the month.

If we are talking about email newsletters, then the research has proven that letters received in the first half of the month give higher results than those sent in the second half. The highest results in terms of open rate and click-through rate are shown by the 5th, 7th, 12th day of the month. The peak of click-through rate was on the 19th, but the opening percentage here was quite low.

The decrease in user activity in the second half of the month is mainly due to the fact that wages are usually paid on the first days. It is at this time that the purchasing power of the audience increases, previously planned purchases are made, and with them spontaneous ones. That is, try to send the most important messages for your business in the first half of the month, optimally before the 12th.

The best day of the week for mailing

Here, there are also noticeable fluctuations in the effectiveness of messages. Moreover, there are a number of distinctive points depending on which channel you will interact with the user audience through. And so, if you are betting on email mailing, then the best option in this case, based on statistical market research, would be Thursday. In second place is Tuesday, and then Wednesday. On Sunday, click-through rate is higher. But the worst indicators for both click-through rate and open rate are observed on Monday and Saturday.

Friday is an ambiguous day. Here, everything depends on how serious the sales are launched and at what time of day it happens. This is largely due to the fact that on weekends people pay more attention to their family, rest and do not look at their gadgets or check their email too much. But at the same time, they have more time for shopping than during the work week.

When using instant messengers for email newsletters, the most favorable days of the week are Tuesday, Wednesday, and Thursday, while the worst results are observed on Saturday and Sunday. At the same time, the largest number of purchases are made on Thursday.

The best time of day for newsletters

The time of day also has a significant impact on the efficiency of email newsletters. We would like to draw your attention to the fact that this is more relevant for e-mail messages than for cases of using instant messengers. This is largely due to the working hours of potential buyers.

In the case of email newsletters, the highest open rates are observed on weekdays at around 08:00. This is the time when most people come to work and check the email newsletter first. The average click-through rate here is about 8%, while the open rate is a little over 20%. Messages received at around 17:00 generate the greatest number of clicks. Quite high rates are also observed here around 9 am and at 4 pm. But the period from 4 pm to 5 pm is when most orders are placed. Letters received around 10 am are opened often, but orders from them are very rare. That is, at this time, most people are focused on work and are not in the mood to make purchases.

Letters sent during lunchtime also have good rates. But emails that come to people before 07:00 and after 19:00 have much worse performance. They bring almost no conversion. This means that it is better not to even send them at such a time, so as not to irritate people and not to alienate even a loyal audience. Based on all these parameters, we can conclude that the best time for mailings will be the period from 8:00 to 10:00 on Tuesdays and Wednesdays. But you still need to consider what audience you are working with. That is, in practice, you will still have to launch a series of test email newsletters to evaluate their effectiveness on your audience.

In cases of using messengers, we have a slightly different picture. Thus, the period of time around 09:00 and the lunch break are the best moments for interacting with the user audience through the same Telegram newsletter or other messengers. On weekdays, good results are also observed in the period from 17:00 to 18:00. At this time, the work intensity is minimal: people are having a snack or are already getting ready to go home. And here most people check their phones.

If we talk about weekends, then between 9 and 11:00 most people spend time on their smartphones, social networks. This means that they are highly likely to open your letters. On Sunday, closer to evening, there is a moral mood for the upcoming work week. Therefore, if you send your messages before 19:00, then with a high degree of probability they will be opened.

Here it is also very important to study your audience and adjust the messenger mailing in such a way as not to intrude into a person's personal space. Otherwise, you can provoke negativity. That is, it is very important to run testing here. But in any case, too late, as well as too early time is clearly not the best option for the target audience to interact with your business. Such mailing will not cause positive emotions and, as a result, will not have a positive impact on your business.

What you need to know about the seasonality of email newsletters

Among all the businesses that operate on the market today, there are plenty of companies that sell seasonal goods or services. So, on the eve of summer holidays, such goods as swimsuits, equipment for active outdoor pastime, and tourist accessories are in great demand. The second half of autumn, December is the period when the emphasis is more on the New Year holidays, as well as related products, such as the sale of artificial Christmas trees, toys for them, gifts, and souvenirs. How can all this be tied to mailings? Will the open rate, click-through rate, and conversion change in this case?

If we analyze the effectiveness of email newsletters by month of the year, the minimum open rate is observed in January, February, that is, after the New Year holidays. This is the time when the market is mostly quiet and the emphasis is placed only on everyday goods. A similar situation is also observed in May, which is most likely due to preparations for the summer season. August is a month with fairly high click-through rates, but the open rate here turned out to be quite low.

However, the most serious impact on the user audience's contact rates with email newsletters is exerted by the specifics of the business. For some representatives of B2C and B2B businesses, the high season is in the summer, for others - at the end of autumn-beginning of winter, etc. But at the same time, the open rate is approximately the same throughout the year and today ranges from 15% to 17%. But can this figure be considered normal?

It is impossible to answer unequivocally, since most email marketing is This is a long-term game. Over time, the business will grow its own audience on the market, winning the attention of buyers. And ultimately, these people will become the main element of development and, moreover, even the existence of your business. Therefore, it is important to constantly monitor the dynamics of your own campaigns in the process of work, relying on those that have shown the best results in practice.

Special attention should be paid to engagement of clients. This is the metric that directly affects the open rate of letters for a certain period of time. Even if you work in a seasonal business, you still send your audience more than one letter. And this means that you have the opportunity to collect statistical data and analyze them. But here you need to understand that if a person opens your message once, this does not guarantee that he will do it again. But if such mailings are regular, if a person needs to buy goods that are on your site, then most likely he will remember you, and not your competitors, and contact you with an order.

The nuances of using email newsletters in a seasonal business

In most cases, an email newsletter works effectively all year round. But you, as a representative of a seasonal business, need to use it to your advantage. And here you can bet on absolutely opposite strategies:

• You can completely turn off the newsletter during the slow season. That is, when your goods or services are not in demand on the market, you can not spend money and effort on email newsletters at all.
• You can launch work for the future. On the contrary, such messages are sent out in the off-season. This strategy works well in practice when working with products that have a long transaction cycle. By the time your season arrives, you will have a warmed-up audience ready to place an order.
• You can launch an email newsletter directly during your high season. This way, you will encourage people to place orders for your products or services literally here and now. In this way, you will be able to increase the return on your regular target audience, but you will not have time to attract new buyers.
• You can completely refuse email newsletters, including during the high season. Here, it may work that there will always be a buyer for particularly relevant products.

To choose the most relevant email newsletter strategy, it is very important to focus directly on your own business tasks. And if you want to get a loyal audience by the season, then you will need to do newsletters constantly. This is what will allow you to increase sales during the season. If you are confident in your customers and do not want to attract new ones, then mailings just before or during the season will be enough. But in any case, you should not abandon the email newsletter for a very long period of time. It is advisable to remind customers from time to time that you exist and continue to work.

During the lull, a seasonal business should not relax too much. So, as an option, you can organize sales of stale goods, arrange promotions for early booking, or form a pre-order base. All seasons are the time that will allow you to conduct surveys in order to get to know your audience in more detail, find out their interests and preferences. This is what will allow you to provide the most relevant and useful products at the right time. Also at this time, you can send out messages containing information about your plans for the coming season. Directly during active sales, you can shift somewhat towards less popular offers, as an option to launch a sale on them.

In any case, you need to constantly keep your customer base up to date, interact with the audience, remind them of yourself, prepare content that you will simply have to launch and analyze statistics during the season.

Summing up

Regardless of whether you work with seasonal products or everyday products, email newsletters or messengers give good results in practice and contribute to business development, increased loyalty from the audience, and improve brand awareness. All this has a positive effect on both traffic to your site and on sales figures and income levels in general. And it would be unwise to neglect all these opportunities. Moreover, now you know what time of the month, day of the week, day of the day is best to send a message to your audience. Do not forget to collect statistics, test different times. As a result, you will be able to determine exactly when your audience is more ready to perform targeted actions.

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