Biz Tips: The Best Time to Send Marketing Emails
GROWTH:
The Best Time to Send Marketing Emails
At what point are your customers most receptive to email marketing?
Email marketing is one of the most powerful, effective and exciting ways to keep your customers engaged and active on your site. The possible uses are almost endless, limited only by your imagination and ideas.
At every point of the customer journey, email marketing gives you the opportunity to re-engage them with your company and get them spending money with you.
In this article, I’ll discuss the best time to send three different kinds of emails:
- Abandoned cart emails
- After purchase emails
- “We miss you” emails
1. Abandoned Cart
Shopping cart abandonment can be frustrating for both shoppers and retailers.
For you, an abandoned cart means after investing a lot of time and energy getting potential customers onto your site they leave just at the last moment before conversion.
For a shopper, it means they’ve lost the chance to enjoy your product and experience what originally interested them.
When’s the best time to send an email reminding them of their purchase? There are two crucial time-points:
a. Immediately. This email should be sent as soon as the basket abandonment is registered on your site. Crucially, don’t make this a pushy email. Here, you’re all about helping the customer. Maybe they had technical difficulties, maybe they meant to hit checkout but got distracted. You’re here to remind them of their products and address their potential issues.
b. 24–48 hours later. This email should create a sense of urgency paired with an incentive. Offer a discount which is valid only for the day, or let your customers know their cart expires by tomorrow.
It’s worth noting that the higher the value of the goods, the longer you should give your customers to decide.
This combination of emails will be a compelling case for your customers to return to your site and complete their purchase, without overwhelming them with marketing material.