It is equally important that your email marketing program is consistent in every aspect, starting from send times during the day to the actual days of the week.
B2B emails do require a bit more discipline, as you want to carefully build the trust between you and your customer. Discipline requires living up to the expectations of your subscribers. If you promised weekly tips and discounts in your pop-up window, and this is the reason why someone subscribed, it is crucial that your business sends weekly tips and occasional discounts. In this case, you don't want to send them daily emails, as this is not something your pop-up communicated.
In B2C emails, customers are more likely going to chase promotions and new releases that are usually timed by different events. A few tips for your B2C campaigns: • Mark the Holidays
If you run a business, you would want to be mindful of when to market your products in accordance with the dedicated holiday
. For example, if you are selling healthy products, you would not want to skip Earth Day as a holiday, in order to reach out to your target audience. • More Frequent Emails
A more aggressive approach in terms of frequency is also recommended. The aggressiveness of the approach will depend on your product and your audience. Make sure to pay attention to frequency
, as it may seriously impact the performance
of your email. • Find the Customers' Sweet Spot
When you start engaging with your customers, it is crucial to find the email frequency
sweet spot. The sweet spot could be 2 emails per week, or even up to 3 or 4. This is something that you should test out yourself. If you want to be more specific, segmentation
can help you define the group of customers that open every single email you send. Since you'll know that these customers are eager to hear from your company, you can target them more frequently with the campaigns.