Focus on Timing

images-44Are you planning email marketing initiatives for the holiday season? Research shows that when done right, email campaigns can pay off mightily. A past study from the Direct Marketing Association found email marketing has an average return on investment of $38 for every $1 spent. The numbers could easily go up, if businesses got more customers to actually open their emails.

New research from GetResponse shows that email marketing messages are opened just 22 percent of the time by consumers. “When used correctly, email is an essential tool in a salesperson’s arsenal to build these bonds that drive business growth,” JP Werlin, CEO and founder of sales and account management CRM provider PipelineDeals, said in a statement

PipelineDeals believes that small business can improve their email marketing efforts by focusing on three key areas: Time of day: Making sure your emails hit a reader’s inbox at the right time is critical to whether or not your message gets read. Unfortunately, there isn’t one magic time for everyone. Research from PipelineDeals found that the timing window varies depending on the target audience of the email campaign.

For example, software companies see better open rates in the afternoon, while businesses in the marketing and advertising industries have better open rates in the morning. “Ignore the general wisdom of when you should send out email and actually start testing when you send out email messages,” the study’s authors wrote. “If you’re just getting started sending email, look for industry specific data.” Template use: While email templates might make it easier to create your campaigns, they often don’t provide the results businesses are looking for. PipelineDeals found that emails sent using a template perform approximately 30 percent worse than those that aren’t based on a generic structure.