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Business 72 January | 2022 Timing is everything Timing also plays a crucial factor in email marketing strategy. While there are no absolute rules as far as optimal times of day or days of the week because every business has diff erent audiences, with varying preferences—but there are some general guidelines, including: • Early morning on weekdays is statistically some of the best times to email; most people are at work and checking email during that time. • On weekends, send emails in the morning or early afternoon. is is when many recipients have free time to check their email messages. Remember that emails received on Saturday mornings may get buried under other weekend messages, so plan accordingly! e rise of mobile devices has changed how consumers read email dramatically over just a few years. e number of smartphone users who access email through apps continues to grow every day while laptop use for this purpose declines each year. When timing your campaigns, it's important keep these changes in mind because they will aff ect open rates signifi cantly. Make sure you track all metrics carefully, and adjust strategies according to data collected from multiple sources. Too much of a good thing can be a bad thing Automating your custom emails will save you a lot of time and work, but, sometimes, too much automation is happening, and shops are not aware of what is being sent or how often emails are being sent. is can be extremely detrimental to your marketing eff orts. e last thing you want is for customers to unsubscribe permanently because you send them too many emails. Sending unsolicited emails every day—or even every other day— is just too often in most cases. Too many "special" off ers make them less special over time, and that is when the eff ectiveness drops considerably. If you have Telefl ora or another company sending out marketing emails on your behalf, it is important to know exactly what they are sending out and when. It is important to analyze the data and take responsibility for what you are sending out. At Bloomerang, for example, we not only help our clients send marketing emails but also provide tracking links, and we analyze the data in order to plan, target and track the results. We then archive the emails as a benchmark for future correspondence so that our clients are informed and in control every step of the way. When properly utilized, email marketing is still one of the most cost- eff ective methods of marketing available to business owners today. We create custom multimedia packages for our marketing partners. Call us— we can help you grow! 786.735.0206 sales@floristsreview.com FloristsReview.com Ser ving the f loral industry since 1897

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