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How Often is Too Often? Paul Crabtree Marketing Director, Adestra [email_address] Not  why , not  who , nor  what  but  wh...
Overview <ul><li>Relevant Industry Research </li></ul><ul><li>4 elements to consider </li></ul><ul><ul><ul><li>Watch your ...
What the research tells us
What does the research say?  Open Rates   The patterns are different for US and UK
What does the research say?  Click Rates   The patterns are different for US and UK
What does the research say? … .And it differs by sector Source: Email Centre UK The research confuses rather than helps… s...
What governs when to send at the moment…. Timing based on marketer convenience, not the audience
… . It’s what we’ve always done…. Emails every Friday…. Emails on a Thursday…. Timing based on routine
What we’ve always done…. Emails at the start of the month…. Timing based on when content is available
This means we have to work it out for ourselves….
Email Marketing <ul><li>4 elements to consider: </li></ul><ul><ul><li>Watch your recipients </li></ul></ul><ul><ul><li>Lis...
1.  Watch your recipients <ul><li>Their profile: </li></ul><ul><ul><li>International Audiences </li></ul></ul><ul><ul><li>...
1.  Watch your recipients Is there an opportunity between sends?
1.  Watch your recipients <ul><li>Calculate the churn rate of your list: </li></ul>An email address you cannot contact has...
1.  Watch your recipients RECOMMENDATION: Look when people choose to access your website?
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Transcript of "K:\marketing users\adestra reports\when to send emails"

  1. 1. How Often is Too Often? Paul Crabtree Marketing Director, Adestra [email_address] Not why , not who , nor what but when !
  2. 2. Overview <ul><li>Relevant Industry Research </li></ul><ul><li>4 elements to consider </li></ul><ul><ul><ul><li>Watch your recipients </li></ul></ul></ul><ul><ul><ul><li>Listen to your business </li></ul></ul></ul><ul><ul><ul><li>Watch your competitors </li></ul></ul></ul><ul><ul><ul><li>Let them tell you </li></ul></ul></ul>
  3. 3. What the research tells us
  4. 4. What does the research say? Open Rates The patterns are different for US and UK
  5. 5. What does the research say? Click Rates The patterns are different for US and UK
  6. 6. What does the research say? … .And it differs by sector Source: Email Centre UK The research confuses rather than helps… so going to do our own!
  7. 7. What governs when to send at the moment…. Timing based on marketer convenience, not the audience
  8. 8. … . It’s what we’ve always done…. Emails every Friday…. Emails on a Thursday…. Timing based on routine
  9. 9. What we’ve always done…. Emails at the start of the month…. Timing based on when content is available
  10. 10. This means we have to work it out for ourselves….
  11. 11. Email Marketing <ul><li>4 elements to consider: </li></ul><ul><ul><li>Watch your recipients </li></ul></ul><ul><ul><li>Listen to your business </li></ul></ul><ul><ul><li>Watch your competitors </li></ul></ul><ul><ul><li>Let them tell you </li></ul></ul>
  12. 12. 1. Watch your recipients <ul><li>Their profile: </li></ul><ul><ul><li>International Audiences </li></ul></ul><ul><ul><li>Sensitive Content (jobs) </li></ul></ul>
  13. 13. 1. Watch your recipients Is there an opportunity between sends?
  14. 14. 1. Watch your recipients <ul><li>Calculate the churn rate of your list: </li></ul>An email address you cannot contact has limited value
  15. 15. 1. Watch your recipients RECOMMENDATION: Look when people choose to access your website?
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