You spend time perfecting your emails, making sure you have compelling copy, visuals and offers that will appeal to each of your customers. However, all this work can go to waste if you deploy your email at 3 a.m. You’ve got the right message, but at exactly the wrong time.
How do you figure out the right timing for your message? By utilizing data on your customers’ purchase history to inform this decision.
Our Retention Analytics Suite offers you this information instantly. You can track your revenue and number of orders by both hour of the day and day of the week. Knowing the times with the most orders and revenue provides valuable insight into your customers’ behavior.
After determining your customers’ peak buying periods, you can decide how that should impact your marketing efforts. You can do this in multiple ways. For instance, schedule your next email send for a high revenue time period, and see if you garner higher opens, clicks and conversions for that message. You can also use this information to influence non-email marketing tactics. During these high traffic times, be sure your customer service channels (phone, live chat, etc.) are staffed, because great customer service leads to more repeat buyers. Additionally, you may want to ramp up your advertising campaigns at these times through paid search, as well as social media, like Facebook or Twitter.
You can also optimize email timing based on average order value (AOV) by hour and day of the week. With this information, you’re able to see the quality of orders rather than only quantity. If you see a specific period of the day in which AOV is significantly higher, try to determine the cause of this behavior and create an email campaign to capitalize on this trend. For instance, imagine these results are caused by a segment of your clientele that spends more and this is the time when they are most active. You should develop targeted and exclusive messaging to reach that group during that timeframe, and hopefully motivate a purchase. Or if it’s because a certain product sells better during that timeframe, send an email with cross/upsell messaging to everyone who purchased that item.
REAL WORLD EXAMPLE
This retailer has both its highest revenue and number of orders on Thursdays, so this would likely be the best day for them to send promotional emails. Their highest number of orders occurs at hour 16 of the day and the highest revenue at hour 17. From this information, one can guess that triggering emails to customers on Thursdays between 4 p.m. and 5 p.m. will be most effective in motivating a purchase.
Personalization is a key factor in driving customer retention. Email personalization goes far beyond just finding the right message for your customers. If you combine the right message with the right timing, you’ll likely gain a better response from your customer base. The more you get to know your customers, the more (and longer) they’ll want to know you, too.