Email marketing - timing is everything

The humble email continues to drive the ecommerce economy. From baby goods through to wine, a merchant newsletter combined with a good email database can drive significant revenue.

The mass adoption of the smartphone is increasing the importance of email as a marketing tool and changing the time emails should be sent to customers.

Over 50% of personal emails are being opened and read on a mobile, with this number jumping to over 96% for smartphone users.

Technology does not yet exist to detect and render an email mobile friendly, it is therefore important that you the design and test to ensure your emails work on a mobile.

Mobiles are also transforming when and where people read their emails, the smart businesses are adapting to these changes in behaviour.

Gone are the days when ecommerce was solely conducted during working hours. Sending mails during drive time and Sunday evenings are seeing increased open and click through rates.

The great beauty of the mobile is that it always on so most people now have instant access to read and purchase from the device. The internet has moved from the office to the couch.

Access to customers has significantly increased making it more important even ever to know your customers. There is a fine line between helping and annoying your customers, do you think your customers would like to receive an email from you on a Sunday evening?

The better you understand your customers, the better you can be at taking advantage this mobile revolution.

Questions for your business:

1. How do your emails look on a mobile?

2. What time of the day and day of the week do you send out emails to your customers?
3. Which of your customers respond best to email campaigns?