SendPulse is a tool for sending email messages to a list of "warm" clients.
This means that:
- Each recipient from your mailing list has subscribed to your campaigns via a subscription form or has provided you with a personal email address, and now they are expecting to get a campaign from you or your company.
- Your email is not your first contact with customers. They have at least been in touch with your company or your brand once or several times. You know what kind of information your customers are interested in, and based on this, you can determine the campaign's main subject.
- Recipients confirm all email addresses from your mailing list (we recommend to use two-level subscriptions).
Choosing a Subject for Your Campaigns
- The first and most efficient way is to ask clients directly about what information interests them. You can ask them in your "welcome" email using a survey or a questionnaire.
- Analyze your target audience's preferences, communicate with its representatives (for example, on forums or in social media), inspect frequently asked questions, and make your conclusions.
- Depending on your business, think over a useful and topical content you can offer your clients. Remember that the primary task of your campaigns is to give answers and to help customers.
- Divide all the information you want to share into several different-type campaigns (news, ads, triggers, informational emails, etc.).
- Try to offer several types of campaigns in the subscription form and ask clients to choose one they like while subscribing.
Note that you need to come up with your campaign subject before collecting a mailing list. Your subscription form should contain details about the email campaign subjects and benefits for subscribers.
The same applies to a campaign schedule: inform your clients when and how often they will get your messages.
As a result, follow this question — when is the best time to send a campaign?
The answer depends on your clients' activity. Take into account their regular rhythm of life, their working hours, and their habits of checking a mailbox (at work or home).
Anyway, we advise you to test it. But do not flood your clients with email messages on different weekdays and at different times.
Make a hypothesis and prove or reject it.
For example, maybe you decide to send emails once a week on Tuesday afternoons; this is your hypothesis. Now you need to test it and send campaigns according to the selected schedule for, let's say, a month. This will be your little experiment.
Then, in the second month, you can change the day of the week or the campaign sending time. Continue analyzing the statistics.
According to the test results, you will find out the day and time when your subscribers are the most active, when they willingly read messages, and when they click the links.
The only type of emails that are not required to be scheduled is trigger mailing. They are sent not at a schedule but upon users' actions.
In other words, automation is a reaction or reminder message.
All that you need to determine is the occasion. For example, you can customize automation for the following occasions:
- Notification of a successful subscription
- Password recovery message
- Reminding email message about an abandoned cart, etc.
The main difference between automation and periodical email campaigns is that automation is sent automatically after a client makes an expected operation.
Think over the user steps, activities, and operations that can be accompanied by trigger email messages, and create automation.
Last Updated: 15.01.2020