I am often asked if Christmas, the New Year or another time of year is the best time of year for email marketing, however the answer always comes as a surprise, especially when it shouldn’t. Like almost everything to do with marketing the answer completely depends on your audience first and foremost and the products and services you are promoting second. I might sound like a broken record player (guess the modern equivalent term is a repeating sound clip hmm)… but the fact is simple, your audience and your products matter greatly.
Sales in Slow Times
If your business is mostly busy in the summertime, then you might want to create an email marketing campaign for these slow times. An example could be a tanning salon, sending out an email marketing campaign to your chosen audience (tanners) during the winter months (slow time) to help bring in customers during the slow time, so they don’t have to wait for spring break to start their tans.
In Advance of a Holiday
When approaching a holiday it’s important to start your email marketing campaign well in advance of the actual holiday. You want to work towards creating excitement over a 90 day period, so get your messages completed to start marketing 90 days prior to the event, whatever it is, for the very best results.
Your Audience’s Schedule
You are the only one who knows your audience inside and out, so you know their “on” times and their “off” times. Just ensure that you are promoting hard during their off times, as well as promoting more carefully during the times they typically engage more so that you don’t turn them off.
Understand the Holidays
Each audience potentially celebrate and likes different holidays than another audience. Know which ones your audience likes, if you have to, send out a survey to find out which are important to them so that you can arrange to have sales and other celebratory events during these special times for your audience.
Little Known Holidays
At times it’s just fun to have a sale during a little-known holiday event. You can educate your audience on something new at the same time as offering a special offer during that time. Creating an email series around that one event will educate, inform, and bring new life to your email marketing.
All Year Long
The most successful email marketing never actually stops. It occurs all year long but takes into consideration the calendar, your audience’s beliefs, desires, needs, and schedules. There is a saying that works well in this case and it’s “always be marketing.” Never stop, any time of the year. The great thing about email marketing is that it can work even while you’re not.
Test Your Market
To really know when the best times of year is, to send email marketing messages to your audience, it’s important to conduct tests. After sending marketing messages for an entire year to your audience you can use the data collected to see, at least for that year and your audience, what time of the year most of the emails were opened and when most of the click throughs and purchasing happened. Use these metrics as your guide for your future email marketing campaigns.
Don’t Give Up on Off Times
Even if you notice a pattern for when your audience is reading, opening and responding to your emails, it doesn’t mean that you should give up during the “off” times. Instead, you’ll want to redouble your efforts during these times. Mix up your subject lines, get more direct with your audience and just redouble your efforts until you do connect.
In effect, the best time of year to send your email marketing messages to your audience is all year long. But, as with most industries, there will be off times for opening and following through of your email marketing messages. Those are the times you should work extra hard to get more sales and up your email marketing exponentially to get the results you want.