When was the last time you really paid attention to when you sent out your marketing messages? Did you notice a difference in engagement? The truth is, timing plays a crucial role in the success of your SMS and email campaigns. It's about what you say, but also when you say it.
Different audience segments have unique daily routines and habits. Busy professionals, for instance, tend to check their emails first thing in the morning, during lunch breaks, and in the evening after work. Stay-at-home parents have their own rhythm, with more free time after the morning rush and during afternoon naps.
To maximize engagement, it's essential to identify these golden windows for each segment. But how do you gather this information? Start by analyzing your audience's behavior. Use tools like Google Analytics, social media insights, and email marketing platforms to track when your audience is most active online. Look for patterns in open rates, click-through rates, and conversions.
The ICP for one of our clients is middle-aged women who may or may not be stay at home moms. We looked at our Shopify data to see order magnitude by hour of day and noticed that the peak was 9am in the morning. We have theories around why this is the case (mornings are busy..peaking at school drop off).
Once you have this data, you can start experimenting with different sending times. Don't be afraid to try out new slots and see how your audience responds. Keep a close eye on your engagement metrics and adjust your approach accordingly.
We’re now testing tailoring our send times to 8:30a, to strike while the iron is hot. Next best bet would be potentially 1p - after lunch. Our success metrics here are revenue per send and overall revenue.
There are pitfalls to avoid. One common mistake is sending too many messages too frequently. Even if you've identified the perfect window, bombarding your audience with constant communications can quickly turn them off. Aim for a balanced cadence that keeps you top of mind without being overwhelming.
Segmenting your audience based on engagement levels and purchase behavior is another effective strategy. Highly engaged users might appreciate more frequent updates, while less engaged users may prefer fewer emails. Frequent buyers might expect more updates, while occasional buyers might find frequent emails intrusive.
The frequency of your emails can significantly impact unsubscribe rates and overall revenue. Over-communication can lead to higher unsubscribe rates as people get frustrated with too many emails and opt out. Ensuring each email provides value can help reduce unsubscribe rates. If users find your content useful, they are less likely to unsubscribe.
On the revenue side, focusing on quality over quantity can lead to higher engagement and conversions, boosting your bottom line. A balanced email frequency helps build trust and loyalty, leading to repeat purchases and long-term customer relationships.
Too few messages can result in missed opportunities, while too many can lead to fatigue and scary churn in your recipient list.
So how do you currently approach timing and segmentation in your marketing efforts? What strategies have worked well for you, and where do you see room for improvement? Share your experiences and insights in the comments below.
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