Send marketing emails at the optimal time can skyrocket open rates and click-through rates, which in turn generate more ROI for this funeral home marketing effort. But knowing when to send emails requires that you understand the target audience for each campaign.
Here are five facts and tips to help you time your funeral home marketing emails flawlessly:
- General statistics and best practices can make a difference in email marketing ROI, even if you don’t have any other information about your target audience. For example, if you’re targeting consumers in general, try sending emails at noon on Saturdays.
- Understanding your target audience and their general habits helps you find an even better time to send marketing emails. If you’re sending preplanning emails and want to target middle-aged individuals or those whose elderly parents might need assistance in planning, MailChimp numbers say 10 a.m. is the best time. On the other hand, if you’re targeting retirees, you might try 9:30 a.m. or 4 p.m.
- For almost all audiences, a dead zone occurs late at night and in the wee hours of the morning. For general audiences, that period extends from 10 p.m. to 6 a.m. Unless you’re targeting college students (who check emails late at night) or C-suite executives, who are known for checking emails in the earliest morning hours, avoid the dead zone.
- If you’re targeting an audience that is likely to work day jobs, weekday promotional emails may perform best between 5 p.m. and 10 p.m. This is when working individuals often unwind and sort through their personal email.
- You might be able to catch email readers during afternoon break periods if you time emails just before 3 p.m. during their timezone and make the headline catchy and helpful.
The tips above draw on general concensus for a variety of industries. Your audience is always going to be slightly different, so take time to gather metrics about your own funeral home marketing efforts. That will let you tweak the timing of future campaigns for even better performance.