In the ever-evolving landscape of eCommerce marketing, precision and timing are the keys to unlocking the full potential of your email and SMS campaigns. Crafting compelling messages is essential, but delivering them at the right moment can be the difference between a conversion and a missed opportunity. These days, attention spans are fleeting. So, understanding when to send your email and SMS messages can significantly impact your brand’s engagement and, ultimately, its bottom line.
In this post, we will delve into the intricacies of timing within the realm of eCommerce marketing, deciphering the science and art of reaching your audience at the most opportune moments. Whether you’re a seasoned eCommerce marketer or just setting out on this exciting journey, join us as we unravel the importance of timing in maximizing engagement for your eCommerce brand.
The Factors Affecting the Timing of SMS and Email Marketing
When it comes to determining the best timing for your email and SMS marketing campaigns in the eCommerce realm, it’s essential to consider a variety of factors.
1. One of the most pivotal considerations is understanding your audience. Your subscribers are a diverse group, and their engagement patterns may vary significantly based on demographics. While general advice on the “best time to send” exists, it’s crucial to recognize that these recommendations may not universally apply. Demographics can often override these safe bets.
For instance, let’s consider two segments of your eCommerce audience: millennials and retirees. Millennials, often immersed in the digital world, might be more responsive to messages sent during the late evening or early morning hours when they’re browsing their smartphones. In contrast, retirees may have different habits, possibly responding more favorably to emails or SMS messages sent during daytime hours. By understanding these demographic nuances, you can tailor your messaging schedule to better align with your various customer segments.
2. Another critical factor to consider is the geographic distribution of your subscribers. In a world connected by technology, your audience may span multiple time zones.
Sending a marketing message at 9 AM in your timezone might not be as effective if it means your subscribers on the opposite coast are still asleep. Segmenting your subscriber list based on time zones can be a savvy strategy to ensure that your messages reach recipients at times that are convenient and engaging for them.
3. Additionally, cultural norms and expectations play a substantial role in the timing of your email and SMS marketing.
Different cultures may have varying preferences for when they’re most receptive to promotional messages. For example, some cultures prioritize family time during evenings and weekends, making weekday mornings a more suitable window for engagement. By recognizing these cultural nuances, you can respect your subscribers’ preferences and create more meaningful interactions. In essence, timing isn’t a one-size-fits-all concept; it’s a dynamic interplay of demographics, time zones, and cultural considerations that can elevate your eCommerce brand’s engagement to new heights.
SMS Messages
Why Timing Matters: When and When Not to Send SMS Messages for Effective Marketing
Timing is everything in SMS marketing, and knowing when to send your messages can significantly impact their effectiveness. Here at Stryde, we put a lot of time and effort into gathering data about your customers and why they are shopping. We ask things like
- What problems are you looking to solve with this purchase?
- How did you find us?
- What websites do you use?
This helps us paint a better picture of your customers and their buying habits. Let’s explore the best situations to send your SMS marketing and when it’s best to hold off on pressing that send button.
When Should You Not Send a Text Message?
So, when should we not be sending text messages? It comes down to a pretty common-sense answer. According to Text Talk “Be respectful of when your subscribers might be sleeping, or just starting or wrapping up their days by setting quiet hours (typically between 8pm and 12pm).” If you do send messages late at night or too early in the morning, you could possibly annoy your subscribers. They also probably won’t be in a position to respond to your offer or read the information you sent out.
In addition, you don’t want to send too many messages. This can overload your subscribers and, again, annoy them.
The Best Day to Send SMS Marketing Campaigns
The first thing to consider is the best day to send SMS marketing campaigns may vary depending on your target audience and industry. According to Omnisend research, the best day to send messages is Thursday-Saturday. You’ll want to send them “during lunch and early afternoon (12 PM to 1 PM).” Don’t send messages during rush hour, either, since people are a lot less likely to be able to read at that time.
How Many SMS Messages Should You Be Sending?
Determining the best number of SMS messages to send in your marketing campaign is a crucial balance between engagement and avoiding message fatigue. There’s no one-size-fits-all answer, as it largely depends on your audience, industry, and the nature of your messages. Generally, it’s best to avoid bombarding your subscribers with a barrage of messages. Instead, focus on quality over quantity. Some experts recommend one to two messages per week, but again, it depends on your unique situation.
As mentioned, sending too many messages too frequently can lead to subscriber opt-outs and a negative perception of your brand. Start by establishing a clear communication schedule and frequency that aligns with your audience’s preferences. It’s also wise to segment your audience based on their interests and engagement levels, tailoring the frequency to each segment.
Regularly monitor metrics like open rates, click-through rates, and unsubscribe rates to fine-tune your strategy. The key is to strike a balance where you’re delivering value and relevant content without overwhelming your subscribers, ensuring a positive and lasting relationship with your audience.
Email Marketing
When Should I Send Marketing Emails to My Subscribers?
Determining the optimal timing for sending marketing emails to your subscribers is a critical consideration in your email marketing strategy. Just like with text messages, the “best time” can vary depending on your target audience, geographic location, and industry. However, there are some general principles to guide you.
Research has shown that sending emails during the middle of the week, particularly Tuesdays, Wednesdays, and Thursdays, tends to yield better results. This is often when people have settled into their workweek routines and are more receptive to email content. Furthermore, sending emails between 10 a.m. and 12 p.m. or in the early afternoon between 2 p.m. and 4 p.m. can capitalize on the times when individuals are most likely to engage with their inbox.
To fine-tune your timing strategy, consider utilizing data from email marketing platforms, which can provide valuable insights into the specific preferences of your audience, helping you optimize your email delivery schedule for maximum impact. Ultimately, a data-driven approach combined with an understanding of your unique subscriber base will lead to the most effective email marketing timing for your campaigns.
How Often Should My Ecommerce Business be Sending Marketing Emails?
The frequency at which your ecommerce business sends marketing emails should strike a delicate balance between staying top-of-mind with your customers and avoiding inbox overload. There is no one-size-fits-all answer, as the optimal email cadence can vary depending on your audience and the nature of your products or services. Generally, it’s a good practice to maintain a regular schedule without bombarding your subscribers. A common starting point is sending weekly or bi-weekly emails, providing valuable content, promotions, or updates. However, this frequency can be adjusted based on customer preferences and behavior. It’s essential to segment your email list, categorizing subscribers based on their engagement levels and interests.
So you can then send more targeted and relevant content to different groups, ensuring that you’re not overwhelming anyone with excessive emails. Regularly monitor email metrics like open rates, click-through rates, and unsubscribe rates to gauge subscriber sentiment and adjust your email frequency accordingly. Ultimately, the key is to find the right balance that keeps your audience engaged without driving them to hit the dreaded “unsubscribe” button.
Should I Be Sending SMS Messages and Marketing Emails at the Same Time?
Sending SMS messages and marketing emails at the same time can be an effective strategy, but it requires careful planning to ensure it enhances your outreach efforts rather than overwhelming your audience. Coordinated messaging can reinforce your brand message and increase the chances of reaching your audience at a time when they’re receptive to your content.
For time-sensitive promotions, such as limited-time offers or flash sales, simultaneous SMS and email campaigns can create a sense of urgency and maximize the chances of conversions. Moreover, SMS messages are more likely to be seen immediately, making them ideal for delivering urgent or critical information.
However, sending emails and texts at the same time isn’t always a great idea. It’s crucial to consider the nature of the messages and the preferences of your subscribers.
Nevertheless, you must avoid overloading your subscribers with too many messages simultaneously. Always maintain a balance and consider factors like the time zones of your recipients, their communication preferences, and the potential for redundancy in your messages.
Coordinated efforts should enhance your marketing strategy by offering a cohesive and engaging customer experience, ensuring that SMS and email work in tandem rather than competing for your audience’s attention.
Creating The Best SMS Messaging and Email Schedule for Your Target Audience
Crafting the ideal SMS messaging and email schedule tailored to your target audience is a strategic endeavor that can greatly impact the success of your marketing campaigns. To get it right, start by gathering data on your audience’s behavior and preferences. This information can include when they are most active, their response patterns, and their preferred communication channels. Analyzing your data, especially open rates, is essential. It allows you to identify trends, helping you determine the most optimal days and times to reach your audience effectively.
Another valuable step in creating your schedule is keeping an eye on your competitors. Research when they send emails or SMS messages, as this can provide insights into industry-specific best practices and audience expectations. Additionally, consider conducting A/B testing. Experiment with different send times, days, and frequencies to see which combinations yield the best results. A/B testing helps refine your schedule over time, ensuring that you’re consistently delivering messages when your audience is most receptive, ultimately enhancing your engagement and conversion rates. By leveraging data, competitor insights, and rigorous testing, you can develop a finely tuned email and SMS schedule that resonates with your target audience, leading to more effective marketing campaigns.
In the world of ecommerce, timing is not merely a matter of convenience but a strategic tool that can make a big difference. As we’ve explored in this blog, finding the best times to send email and SMS messages involves a careful balance between understanding your audience, analyzing data, and staying ahead of the competition. It’s about being in sync with your customers’ routines and preferences, ensuring that your messages arrive at a moment when they’re most likely to engage.
Laurel is a member of the executive team at Stryde. She’s been doing digital marketing for businesses for 10 years. Two years ago, she started set up her own ecommerce business selling baby gowns and knows the struggles of a small business owner. She loves talking about digital marketing, content, SEO, and conversion rate optimization.
