There are many email marketing services available for business owners these days, and one of the more popular ones is MailChimp. Chosen by many for its simple-to-use-format, its very reasonable pricing structure, and its ability to integrate with a variety of other programs and services, even newcomers to the email marketing scene can get up and running with this handy tool very quickly. But like any other business tool, there are “best practices” to keep in mind.
Here are a few:
Time it Right: Accord to MailChimp’s Send Time Optimization study the most optimal time to send to most subscribers is on a weekday. Avoid sending your content too early (3- 4 a.m. for example) in your recipients’ time zones or your information may get missed. Send mid-morning during the work week for best results. MailChimp also has a handy feature I usually take advantage of, which is the ability to allow the system to determine the optimal time to send for you based on the open statistics of your contacts.MailChimp can determine the best time to send based on the open stats of your contacts.Click To Tweet
Get in the Zone: Wondering how to determine the time zone for most of your contacts? According to CoSchedule, 50% of the U.S population lives in the Eastern Time Zone. The same study showed Eastern and Central time zones combined represented almost 80% of the U.S population. MailChimp has this covered as well with their Time Time Warp option. Time Warp gives you the ability to choose the date and time you want your email to go out – but the cool part is that it will send your email out at your chosen time according to each contact’s time zone. So if you want all of your readers to receive your email at 9:00 a.m., MailChimp will send your email so it delivers to each time zone at 9:00 a.m. Pretty cool, huh! The only caveat is you need to schedule your email at least 24 hours in advance to make sure you stay within the boundaries of all time zones involved.
Give them an option: You might also use A/B testing to find out the best times to send. The results will often yield an improvement in open rates up to 22%.
Make it easy to share: Make it easy for readers to share anything they see. Include MailChimp’s built-in share buttons for Facebook, Twitter, Pinterest and LinkedIn so your readers can easily share your content with others. When adding share buttons, however, test them yourself to make sure you have a “sharable” graphic for posting to sites like Pinterest and LinkedIn.
Last but not least …
Let your readers connect: Offer other ways for your readers to connect with you by including links to your social media in an easy-to-spot place (top or very bottom).
These are just a few of the best practices I’ve found for making sure your readers get your email at the best possible time to ensure a better open rate. The rest is up to you!
If you’re considering a switch from your current email marketing platform to MailChimp, or don’t have an email marketing strategy yet and need help, just let us know. Contact us today to schedule your complimentary 20 minute consultation to see how we can help you get up and running!