Internet Direct Marketing Tip of the Day

I often get asked when is the best time to send out email newsletters. The answer is that it depends on you and your audience.

Common wisdom says consumer-targeted email newsletters often do better on weekends, while B2B newsletters should go out during the workweek. But, your mileage may vary.

The truth is, the answer is often found in testing different dates and times. You also want to know when your competitors send their newsletters. You might choose to transmit when your competitors do not.

I normally send out Web Digest For Marketers on Mondays, as it allows for a longer shelf life in the inbox. When Monday is a legal holiday in the U.S., the newsletter goes out on Tuesday. LC

Tags: Tip Of The Day by Larry Chase
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Having an opt-in email list is an assumed cost of entry for any serious Internet Marketing campaign. The email channel is just too big to ignore.

But, just because you have opt-in subscribers doesn’t mean they’ll stay with you or even continue to pay attention should they not bother to unsub from your list. List vitality is key.

A critical way to keep a list invigorated is to offer hot content. It may be commercial content for your house offers. It could also be editorial content for which you pay real money.

The point here is if you want your subscribers to respond to you and your email communications, you have to respond to their needs first and foremost.

When they see your name or your company in the “from” field, you want them to say “Oh, boy!” or “I’ll save this for when I can really concentrate on it.” In short, subscribers have to value your communiqués, even before they open them. LC

Tags: Tip Of The Day by Larry Chase
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