Blasting Your Way Into Inboxes – Part 3

From Parts 1 and 2, we know the “How” and the “Who” about email blasts, let’s wrap this up with the “When.”

The Right Time

Timing IS everything. From proper frequency to optimal day and time, timing can have a significant impact on your results.

With your lists secured, you now need to find the proper balance for usage. Both high and low frequency schedules will garner the same results–messages ignored, deleted or marked as “junk.” Do set a schedule, and be consistent. Customers and prospects often view consistency as a promise. And every time it is fulfilled, your credibility and overall image is enhanced.

Determine an appropriate blast schedule for your company based on the amount of relevant information you have to share, how often your customer/prospect lists want to hear from you, as well as the logistics of creating and executing each email blast. Whether it’s every week, two weeks, month or more, follow through on your schedule consistently.

Don’t forget the day and time. There are certain days of the week and times of the day when received emails are almost guaranteed to be deleted unread. And these can vary, depending on your specific audience. Marketing professionals can test a range of days and times to determine the most optimum choice.

Reaching Your Audience
Of course, all this planning and testing will be for naught if the email blast doesn’t ever reach your audience.

Some tools and platforms will catch your email in spam filters that could get your email address or even your company’s domain blacklisted by a client. Using professional email service providers (ESPs) should alleviate this concern. A good ESP monitors its listing status regularly with email clients, maintaining positive relationships with them. The ESP can also provide valuable data on each blast to help your marketing professional monitor effectiveness and continually optimize effectiveness of future blasts.

Okay...if you’re still with me, your head may be spinning with too much information. Just consider one more recommendation: Hire A Professional.

While it might be tempting to give email blasts a go without employing professional services, a misstep in this particular minefield could have a devastating effect on your business and your reputation. Email blast marketing is a great tool. Use it. But get assistance from a professional marketing firm. They can promote your company by setting up a highly targeted, opt-in campaign that can generate great feedback, qualified leads and increased sales for your business.

Melinda