When To Send B2B Email

by Karen

As a B2B marketer you’ve probably read the same studies I have, and had similar experiences to know that email remains a powerful tool.

It’s effective for:

• lead generation

• lead nurturing

• acknowledging a sale or other conversion

• sending follow-up emails after a sale to confirm all is well; perhaps including a tip sheet or other helpful resources on how to make the most of the product or service they just purchased

• building loyalty and strengthening relationships

• new product/service announcements

• passing on breaking news within your industry that likely affects your customers too

• up-selling

• sending out newsletters

• And so on.

Those are among the prime reasons for sending an email. Now when do you send them – what day of the week or time of the day?

Some of the examples above are “trigger” emails so there’s not much of a decision. For example: A “thank you” email is triggered by a purchase.

For other emails, the best answer on when your B2B company ought to send out email is to TEST. Test for yourself because what works best for one company isn’t necessarily the best for yours. Therefore frame your strategy around a plan to test frequently. Then analyze the results.

Look at your data.  When do you get the highest open rates, click-through-rates, and conversions?

I’ll remind you that your content also influences response.  Just be certain to consider all factors when analyzing results (i.e., content, offer, design, timing, frequency of mailings, from line, subject line, etc.).

Outside of that fundamental principle – testing and analyzing results – are there any other guidelines for determining when to send out email to maximize response? YES. Trial and error.

Key points, suggestions, and factors to consider as you determine when to send B2B email include:

When are you most likely to stand out in their email in box? It may not be an ideal day except that the volume of email is low and therefore you become more visible.

Understand your prospects and customers/clients. When are they most likely interested in hearing from you?  What are their needs?

At what time of day and day of the week are people signing up for your email? That may be a good starting point for when you send out emails.

Link email analytics to conversions (e.g., white paper downloads; viewing videos; requesting a quote; making a purchase; etc.).  If the open time doesn’t correlate to when they convert … use the conversion time.  It’s more important.

Recognize that mobile is an important factor. How many subscribers open your email on smartphones or tablets? Optimize your creative to appear on these mobile devices.

Test.  Test.  Test.  And test over several months and years.  The best time of day and day of the week to send email can vary over time … and may even vary from one type of email campaign to another (e.g., lead gen vs. new product announcement).

And use data to maximize response rates and conversions and your B2B email campaigns ought to yield more of the results you’re looking for. Just don’t forget that the quality and relevance of the content are also critical factors in the equation.

Related posts:

Who is this email from?

How is your email being read? And why this matters.

Secret to B2B Success in 2012: Customer loyalty supported by the right messaging.

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