Perfect Timing: Know When to Send
 The need to continue building relationships with customers and potential customers doesn’t take a holiday vacation — and your eNewsletter shouldn’t, either.
The holidays are actually the perfect time to keep in touch through email communications. Doing so demonstrates continuity and stability through busy times and keeps your organization at the top of your readers’ minds.
It is important, however, that you choose a send date that will encourage high open and click-through rates, says social media consultant Debbie Weil.
So, when is the best time to send your eNewsletter? Follow these tips:
- Consider when your readers are most likely to be checking their inboxes. If you suspect, for example, that your clients’ offices will be almost empty during the last two weeks of December, time your send to avoid the vacancies.
- Make sure your send doesn’t take place during a time that could be considered intrusive. If you know about a particular holiday or busy work week that may be relevant to a lot of people on your list, avoid those dates.
- Try keeping your message concise. Your send will not change the fact that people are busy this time of year, so try a shorter message — it’ll save time for you as well as your readers. Sending an end-of-the-year eFlier is a popular option.
Don’t forget that the holiday season is a unique time of year. Weil suggests showing your readers appreciation by adding value with a free download, such as a white paper or tip sheet.
Finally, be sure your message is fun! Try incorporating a festive theme into your design or including a message wishing the best for your readers in the coming year.
Want to know more about tailoring your send dates and content to your readers? Contact the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com. |
