Email Your Users. They’re Online…Now!

Rob Winters Blog

We all have emails to send. Newsletters, registration announcements, capital campaign news, general appeals…the list goes on! There are plenty of well researched articles to suggest the best day, time and mood for when to send an email to your audience. There are also predictive tools built into software to tell you when users have been opening and clicking previous emails. This, similar to reviewing open and click-through reports, is a great way to plan a future campaign based on historical interaction.

If I am going to use historical data to map out my email delivery strategy, there’s an abundance of information sitting in Google Analytics (GA), waiting for an eager marketing manager to put it to work. Note the image to the right with the pattern of blue tiles. This is looking back over 30 days of users visiting a website. This is not filtered, and is inclusive of all users to the site.

Notice the tiles in the green area. These are the highest traffic days and times. On Monday and Tuesday, between 10:00 am and 5:00 pm, there are between 3,000 – 4,000 users active on the website. Now, there are plenty of users active during these times on other days, but this is prime time for the website.

If I’m planning to send out an appeal with a call to action requiring the viewer of the email to return to the website, it makes sense to get the email out to my constituents during the hours when the largest group is active. I’d strongly recommend implementing campaign tracking on links within your emails. Doing so will allow you to later review the campaign information to compare against the user activity by time of day. What we’re discussing here is simple; Put the data you are collecting with GA to work, to improve the campaigns that help drive registration numbers, donation totals and grow the overall database. It’s an easy way to shape your email delivery strategy and plan out the best days and times to engage active users.