Biz Tips: The Best Time to Send Marketing Emails

Biz Tips: The Best Time to Send Marketing Emails

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The Best Time to Send Marketing Emails

At what point are your customers most receptive to email marketing?

Photo by rawpixel on Unsplash

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

“shallow focus photography of gray and red grocery cart” by rawpixel on Unsplash

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.

2. After Purchase

“woman carrying paper bag walking on pathway” by rawpixel on Unsplash

This type of email is often neglected, but it’s also one of the most effective. Selling something to someone who has already bought from you is ten times easier than getting a new customer to buy something from you.

When should you send the after-purchase email?

Like abandoned carts, there are two perfect opportunities.

a. Immediately. People want an order confirmation email ASAP to know the money they gave you didn’t just disappear into the void; they have a real transaction. It’s the perfect place to alleviate possible concerns, offering links to tracking, order details, and also put in a very subtle piece of cross-selling.

Order confirmation emails are opened 70.9% of the time — more than 4x more than traditional marketing emails — so it’s crucial that you take advantage of that real estate without pushing a hard sale. Simply put a single recommendation for a perfectly paired product with the one they just bought,or offer a discount on their next shop.

b. After product delivery. This will vary from company to company, but after the customer has received their product is the perfect time to send them another marketing email. Check in with them to see how they’re doing with the product, and again you can put in a cross-sell recommendation, or a personalized offer based on their purchase.

3. We miss you!

“person holding a credit card” by rawpixel on Unsplash

Customer retention is easier, cheaper, and more rewarding than customer acquisition. But how long should you wait to send them an email?

On average? 120–180 days.

But the truth is, like every other aspect of marketing, personalization is your friend here.

Think about what you sell. Does it have a usage or purchase cycle? For example, if your customers tend to buy from you every two weeks, but a month has gone by and they haven’t been to your site, it’s time to reconnect with them.

The more you can break this type of email down by type of customer, the more conversions you’ll have.

Interested in sending your customers personalized emails automatically? Check us out. PureClarity is an award-winning personalization software that lets you send your customers personalized emails based on on-site behavior. Raise your conversion rates today with personalized email campaigns.

Love to chat? We do to. Talk to us online at PureClarity.com

Want to see the magic? We’d love to show you. Schedule a one-on-one demo with us.

Ready to get started? We’re excited to help. Sign up for a 14-day free trial and begin to give your customers the personalized, tailored, unique experience they need.

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