In the coming days, SAP Lists Basket will share some of the best email deliverability tips our clients have shared with us. Here comes the first email delivearbility tip:
It's all about time dear
In the above picture you can see three different graphs revealing three different stories of three different companies. These graphs were sent by our clients regarding the open rates at different times. All these graphs helped us to draw some conclusions that we would like to share with smart marketers.
1. NO matter how well crafted your email is
2. NO matter how appropriate it is for your target audience...
Your email campaign will never give 'golden gooses' if it fails to reach your prospects at the time they are looking for. No wonder, your email is not the only mail in your prospect/customers Inbox, it also has some tens of alerts from social networking sites, business meeting details, personal mails, etc. So, the chance of getting it noticed by everyone instantly is never possible.
Secondly, every one has their own priorities and way of taking business emails. No doubt subject lines, call to action , etc., are important to be considered plus also to know is what hint is your own past campaigns giving. We always emphasize on Test, Test, Test but we somehow fail to draw conclusion about the timing when exactly the prospect read your email.
This timing can be learn through one way: Prepare graphs (open rate vs. time) of previous campaigns and draw conclusion if it was 10 hrs after the campaign was rolled out or it took 21 hrs to open.
Which section of your SAP users List opened in the early hours of a day and who else are wise owls (open your email in late evenings and nights).
If your clients and prospects are all across the globe then such graphical analysis is a must because 2.30 pm EST can be 8.30 pm (or 3.00 am) for some countries.
So you see it's all about time. What is your graph indicating? Do share. We would love to know that.
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