In my last blog I mentioned that emails sent to customers are extremely valuable. They need to offer the recipient something, useful, interesting and be on time.
Useful emails can give customers tips and tricks. A travel website can offer their customers advise on how to save money on their next trip. A matrimonial website can offer their customers advise on how to save money on their wedding décor or a sale to purchase your wedding dress at a discount. Both examples are useful to their customers who may appreciate receiving those emails.
Extending the same examples, the travel website may send an email to their customers on places of interest or short day trips around your next travel destination. For a matrimonial website, on the other hand, it could be advise on how to use their wedding décor after the wedding for different purposes. Both of these example can arouse the interest of the customer and he may want to read your emails.
Timely emails can mean two things – how timely is the communication and what time the email reached your inbox. Timely communication for a travel website would be a last minute offer on a holiday package close to a long weekend. Similarly, for a shopping website, a last minute offer or with expedited delivery to buy a gift a few days before Mother’s day could result in a quick purchase for the customer.
The importance of delivery time of your emails is often under rated. What time of day or day of week do you send the email can have a huge impact on how likely is your customer to open it and action on it. Specially in case of a personal inbox, an email sent at the wrong time can mean 20 more emails on top of yours and your emails gets lost with the customer never getting to it.
To learn about how to measure the effectiveness of your email marketing campaigns read here.