9 best practices for email marketing
- What is Email Marketing?
Email marketing is a marketing measure that uses email to approach customers. When you hear about email marketing, many people may say, “You mean e-mail newsletter?”
While the purpose of e-mail newsletters is to “deliver information,” the purpose of email marketing is to “change attitudes.” Attitude change means that the recipient takes an action such as requesting materials or purchasing when the recipient reads the email.
- To be effective in email marketing
When you are ready to start email marketing, there is only practice!
I will explain when and how to send it!
- Delivery timing
Even if you prepare good content and deliver it by e-mail, it is meaningless unless it is read. When we investigated the timing of reading the e-mail newsletter, many responded that it happened to happen. “Frequency” and “time” are all consciousness when approaching a customer’s “accidentally”. First, look at the frequency.
- Delivery frequency
To aim for the timing that “it happens to be in your eyes”, simply increase the delivery frequency. However, when it comes to increasing the frequency, the problem is that “customers may find it annoying.” Therefore, even if the frequency is increased, how much it will be increase depends on the relationship between the companies. That delivers the email and the customer who receives the email.
For example, if you consciously subscribe to an e-mail newsletter, you will not feel annoyed even if you receive an e-mail every day. However, if you receive an e-mail newsletter that was automatically register as an e-mail newsletter member when you purchase a product every day, it would be “troublesome” and the image of the company that distributes it would be worse.
Generally, it said that the delivery frequency is preferably “once or twice a week” for BtoB and “every day” for BtoC, so please refer to it in consideration of your company’s operating status.
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