Editor’s Note: We continue our “Conversion Tip” series from Charles Nicholls, founder and chief strategy officer of SeeWhy, a conversion and abandonment-recovery firm. For this week’s installment, Nicholls addresses the timing of email campaigns to site-visitor habits.
Most marketers will be emailing customers more than ever in the run up to Black Friday. So how can you increase the chances that your email will be opened and read?
Marketers know, from experience and testing, that there are better days and times than others for email campaigns. But individual customers are creatures of habit as well. A customer who opens your email at 6:00 p.m. is giving you a useful piece of data: He or she is more likely to open other emails from you if you send them at 6:00 p.m. This is called send time optimization, and can generate a 20 to 30 percent lift in your email campaigns.
Equally, a shopper who is on your site at 6:00 p.m is more likely to return at 6:00 p.m. There are also very strong day-of-the-week patterns, so 6:00 p.m. on a Tuesday is potentially different from 6:00 p.m on a Saturday. This is valuable insofar as it can be used for timing on both batch-based email campaigns and for follow-up remarketing campaigns.