Email Marketing 2010 – Setting Up Email Delivery Schedule in 4 Steps

    by Paul Shuteyev
    Email Marketing Steps

    Email Marketing Steps

    Well, email delivery is a tricky subject (so as any part of Email Marketing) - if you don’t contact your email list often enough, they won’t know who you are and they won’t open your email. On the other hand, if you send several emails per week to your list, you risk annoying your list members. It’s a delicate balance. Each list will be managed a little different, but here are four things to consider when you’re trying to set up your email delivery schedule. We are here to provide best Email Marketing tips, tricks and tactics, so... Let's start!

    1. Decide on a delivery style that’s right for your business.

    There are a few options that you can use for email delivery - the weekly mailer style, the bi-weekly delivery or the monthly newsletter. A weekly mailer style is similar to the weekly mailers sent through the mail by advertisers like Best Buy or Target. Weekly mailers allow you to keep your customers updated on weekly specials, but there is pressure to produce new content every week. Bi-weekly delivery allows you more time to develop content for your newsletter and is generally a good delivery schedule for most businesses. Monthly newsletters are a good choice if you’d like to provide your readers with a wrap up of that month’s events or share news from the industry. Naturally, no matter what method you use, you’ll want to stay consistent with your deliveries. Deliver your messages on the same days each month and around the same time so your list members will know what to expect.

    2. Choose delivery time based on your users.

    Speaking of timing your messages, with Atomic Email Studio you can choose exactly when your messages will go out to your list members. If you’ve got a list of primarily business owners, try to target your message deliveries to hit between 11 am and 3 pm on weekdays. Consumers are most likely to check their email from 5 pm to 8 pm on weekdays and during the weekends, so time your messages accordingly. Sending your messages at the right time can increase open rates.

    3. Don’t be afraid to schedule special updates.

    Even though it’s important to be consistent with delivering your weekly, bi-weekly or monthly messages, this doesn’t mean that you can’t break the rules once in a while to update your list members. Special sales, breaking news and other important information can all be sent as broadcast messages. Use this feature sparingly, though, so it won’t mess with your consistency and reputation.

    4. Monitor your stats.

    As mentioned before, each list will be a little different. That’s why it’s so important to monitor your stats and see if your delivery schedule is working for your particular list. Atomic Email Tracker best fits your email campaign monitoring needs. You may find that you get poor results for your business to business newsletter when you deliver on a monthly basis, and better open rates when you switch to a weekly schedule. Using your stats will allow you to customize your delivery to your individual list and get better results from email marketing.
    Written by:
    Paul Shuteyev
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