Stop doing email send time optimization – it’s bullshit
One of the biggest questions in email marketing automation is how often you should send emails or messages to prevent high unsubscribe rate and increase conversion rate. No surprise that email send time optimization is really important! But current solutions don’t let you do it effectively – therefore every time you spend on optimization is simply a waste of time. Yet. This post is the first part of the 3 article series that shows a solution to your email follow-up optimization difficulties.
Why email send time optimization is so important?
Believe it or not, people usually unsubscribe from email lists because they are emailed too often according to Technology Advice. Secondly, it is because the permission they gave you is not real and thirdly because they received irrelevant contents.
The same research study tells that marketers should send emails less frequently (at least the respondents tell they want it).
It is also known that sending too many emails will result in lower open and click-through rates too.
Great. There is a problem that truly counts. And it is partly solved by big bulk email sender providers by giving you hints when to send your newsletters.
The only thing that is missing from this picture is the optimization of drip campaigns, automatic email workflows, autoresponders… Everything they are talking about it is important here too – but be honest: will you start email send time optimization in these cases?
Market leading companies give unusable tips and solutions
There are tons of articles on email sending frequency from Mailchimp, Campaign Monitor, and other similar companies… They give you good advice, interesting data, don’t you think?
Nice to read them but this is the time when you shouldn’t waste your time reading those.
Or you can try to implement any of those. Take a look at for example at this: “ it’s most optimal to send to most subscribers on a weekday. Sunday is the best day to send to the fewest number of subscribers, while Monday through Friday are all quite similar in terms of the percentage of email addresses that have that day as optimal.” (Mailchimp)
Thank you, captain obvious! Then I can optimize my follow-up email series on Monday, Tuesday, and Wednesday?
Or another one hint from the same article: Don’t send too early your emails (e.g. 3-4 AM), at around 10 it is optimal. Again… you really need that much data to know it? When do you sleep, work and read emails? Not at around 3-4 AM, hm?
And last but not least: “The best solution is to carefully test what works best for your list. If you decide to increase your send frequency, optimize your emails with helpful content so your subscribers get more value from receiving more emails from you.” (Campaign Monitor) You no say? And could you please tell me how to do that exactly? Without spending all of my valuable time on this?
It’s not that I want to insult these companies
Okay, it seems I want to make you think that these companies don’t provide value – but it’s really not the case. I believe those are awesome solutions. But the only reason they give you unusable hints on this topic is because there is no an easy-to-use, smart solution for the email send time optimization. Yet.
Because who has time to optimize sending frequency in email workflows? Here is a list of things you need to do if you want to do it manually:
- Create (at least!) 2 email workflows with different email sending frequency
- Send traffic to both of them
- You need to wait until significance is good enough
- You need to check the results and choose the best performing workflow
- Then you need to create “challenger” email workflows again!
Do you really have time to do all of that?
Using benchmarks might help you, but…
… it is not your data – therefore not based on your specific users, buyers. It is a good starting point if you read reports on the email sending from MarketingSherpa – but you need to know that even industry specific survey’s results won’t be relevant to your specific company and market.
Just think about it: aggregated data is good to show you how an average company in an industry performs. But do you work for an average company? Do you really think that? Every company is different, isn’t it?
So if you want to perform much better you need to test out your sending times yourself. Sad but true…
Where could you use automatic email send time optimization?
But let’s assume there is an automatic solution for this difficulty: you don’t have to create workflows and test the timing and the frequency. Where could you use it for your business to increase your engagement, conversion rate or any goal your email series have?
- Sales outreach with follow-up: if you want to speak to an influencer, to schedule a call or sell anything
- Lead acquiring workflows: if someone downloads a free ebook, you send him a thank you message immediately – but you need to send them more follow-ups
- Newsletter follow-ups: if you send monthly or weekly newsletters and you choose to follow-up according to behavior (link clicks for example)
- Lead nurturing: sending out educative contents
- Promoting webinar, service or product: if you want to set up an email drip campaign to convert your leads
- Reactivation email series: if you want to set up win-back campaigns
- User onboarding series: although autoresponders are dead for user onboarding, you still need to have follow-up emails on the behaviour-based messages
- Up sell, cross sell, upgrade offers
Now that I degraded everybody, I should give a solution…
I’m going to give you a solution to the email send time optimization challenge, that is:
- saves time,
- doesn’t require a learning curve,
- and drives results.
I promise you’ll have your answer. But not now and not today. But in 1-2 weeks. Be patient. As I wrote in the beginning of the article it is the first blog post of 3 articles that are related to each other, you can read the second one on AB testing drip campaigns here and the third article on the solution here.
You can check our video here that shows you how to solve this challenge easily!