Best Practices for Sending and Delivery
Before You Hit Send, Things to Consider for Maximum Success
Does it matter when you send your email marketing pieces? Will that affect how many people read it? How exactly can you track how many people receive and open the email? If you want the greatest Return On Investment, you need to pay attention to the following:
- Days of the week
- Time Of Day
- Send all of them at once? Or split into separate groups?
- Sending the same message more than once
Here are some very simple rules and best practices regarding email marketing, specifically for the real estate industry:
Days of the week:
Statistically, the best days of the week to deliver emails are:
- Tuesday, Wednesday and/or Thursday are optimum.
- Mondays aren’t terrible, but avoid them if you can.
- Fridays are the worst weekday, especially in the real estate industry.
The worst days to send email marketing:
- Weekends and holidays. Only half the number of people who would normally read your email will do so.
Time of day:
Best time for your emails to arrive is:
- You want all of your emails to arrive in people’s inboxes during normal business hours locally, wherever they are
- Emails should arrive AFTER 10am, and BEFORE 5pm, in their time zone.
The worst time for your emails to arrive:
- The absolute worst time to send emails is overnight.
When you think about your own habits, you’ll probably understand why. People come in to work in the morning, and have dozens of emails sitting in their inbox. That’s when they generally just go through and delete anything that doesn’t require their immediate attention. If an email comes in later while they are at their desk working, they’ll be much more prone to giving it a few seconds to see what it’s about.
With these delivery guidelines in mind, you can figure out how fast you should be sending out your emails. With an email delivery service like eCampaignPro™, you can send out up to 500 emails every 15 minutes.
If you’re only sending out 1,000 emails, then it’s no problem for all of them to be delivered between 10am and 5pm, right? So you can send them out at, say, a rate of 250 every hour. But if you’re sending 15,000 emails, you should make sure to send out the max per hour. Or, split it into separate days so that all are delivered in that 10am to 5pm window.
We realize that the next obvious question here would be, “Why shouldn’t I always just choose the maximum rate of delivery? Why would I ever choose the slower option?”
The answer to that question is really super-technical but the gist of it is that, if you’re using a professional delivery company, choosing a slower delivery rate can mildly improve deliverability. And even though it may only be mildly more effective, why not take the option that gives you the greatest potential to get more emails through – right?
So as a rule of thumb, choose the slowest option that will get all of your emails delivered between 10am and 5pm.
Finally, if you’re sending out the emails yourself, you need to have software that can send them out in batches. If you just try and send it straight from your mailbox, your ISP will notice that your email address is hitting servers over and over again with emails. And of course, as we now know, they’ll think you’ve become a spammer and they’ll block your emails. But if you send out your emails in batches, then the servers will only get hit once with each batch and they won’t cut you off.
Reinforce your message
Keep in mind that you can’t expect to send an email flyer about a property once and have it sold the next day! Just like with all forms of advertising, you need to reinforce your message. So, plan on sending a flyer two to three times for optimal results. You don’t want to send the same email more than once a week but 2 or 3 times in one month is perfectly acceptable.
And, of course, if you use an email service provider like eCampaignPro™, you can remarket to people who’ve shown interest. Because you can track your emails, and get statistics on who opened, forwarded or clicked on a link in your email, you can then set-up a campaign to remarket that property to the more targeted list.
That's it for this month. Check back next month where I will talk about Deliverability, Bounces and Tracking.