Email marketing is an incredibly useful tool, but only if you get it right. And with this need to get it right comes all sorts of theories of how to get the knack of sending out emails. Some are true, others are just downright rubbish. Here, we’ll take a look at some of the questions our clients ask when it comes to email marketing as well as some we often see published across the web.
#1 Send your emails in the morning
It’s an old and outdated belief that emails sent in the morning will ALWAYS get the best open rate. Our guess is that it comes from the early bird gets the worm. Now, it may work for you and your audience, but don’ take this piece of advice too seriously – take a look at your analytics and experiment with timings until you begin to see some sort of correlation between the time sent and the open rate.
There’s so much advice out there – Mailchimp report that 10am is the best time to send emails for high open rates, whereas Experian say it is between 4am and 8am – who is right? Well, no one! You need to see what works for YOUR audience and work off that.
12pm is increasingly becoming THE time to send emails - take note of how many you receive on your lunch hour or just before and you’ll soon see this is very much the case right now. Give it a go, but if it doesn’t work then try some different times and see what suits your audience.
#2 Short emails are more effective than long ones
Both short and long emails have their place in marketing – it’s a case of knowing when to utilise them. Remember, when writing an email you don’t need to write any more than is needed to create a persuasive argument or lure your audience into a sale.
Again, with email length it is a case of experimenting to see what your audience responds best to. Some audiences will be extremely invested in your brand already, so will require less copy to prompt them to take action, whereas others will need a little more detail. Of course, this will depend on the nature of your business too.
So how should you test this? Try sending out an email with less than 150 words, then another with 200+ with all other elements of the email the same, other than the text. Then, split your audience in half and send one or the other to each half before analysing the date for click throughs, opens and other interactions.
#3 Anything that looks spammy will send you to the junk folder
So, what does a spam filter check? Here are just a few elements: