Sure, send time optimization sounds cool. What's not to love about taking advantage of the data you have on each of your contacts (when they open, click, and convert, by time of day and day of week), and scheduling your emails to send to each contact at the time when each is most likely to engage with your email?
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As someone who is not a marketer by trade (my career was software engineering to begin and then 13 years of enterprise sales), I read A LOT. So as a very curious person, I signed up for a few of HubSpot's Diamond Partners' blogs to digest as much as I could.
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Marketing is sometimes a difficult world to understand. We have an endless and always-evolving dictionary of jargon that's helpful for those that speak the language but confusing to those who don't. We deal with nonlinear processes and the complex realm of human psychology and persuasion that doesn't always reduce to a spreadsheet.
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HubSpot recently released a new feature in beta called Smart Timezone Sending - something that several email marketing software providers (like MailChimp) have available, and many customers were starting to ask for. Since the release, I've gotten a lot of questions, centering around, "How is timezone sending different from what Seventh Sense does for HubSpot customers?"
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This is a bit of a touchy subject. And much like Donald Trump, I'm sure I'm going to offend some potential allies with this post. As a career technology salesperson who has turned his attention to helping marketing professionals, I've learned quite a bit about the challenges marketers face.
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I recently got a snarky email from a prospect I'd been sending emails to — emails that I thought were helpful and valuable. Obviously, this prospect didn't think as much of my emails as I did. What went wrong?
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In general, people are bombarded with email. According to research by The Radicati Group, the average business professional receives and sends 122 emails per day, while C-level executives receive 3-6 times that number.
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Own a startup or starting-up? Getting started with email marketing? How successful have you been?
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I've often heard that sales people are the easiest people to sell to. I never thought I fell into this camp until a recent experience reminded me of how important the buyer's journey is.
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Recently, HubSpot published a post explaining how they unsubscribed 250,000 people from their HubSpot Marketing Blog. They went from 550,000 total subscribers down to 300,000, in order to avoid a real problem known as graymail.
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Email marketing yields an average 4,300% return on investment for businesses in the United States. (Direct Marketing Association). This is too significant a number to go wrong with your email marketing strategy!
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People are hardwired to act habitually. Neuroscientists have traced our habit-based behaviors to a separate part of the brain from where decisions are made. And as soon as a behavior becomes habitual, the decision-making part of the brain goes on pause.
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Every salesperson and marketer wants to know, "When's the best time to send email?" We spend hours crafting our email campaigns and sales emails, creating copies and messages that we know will get a response—if they're seen. We need our recipients to open our emails in order to engage.
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Marketing automation systems; Marketo, Constant Contact, Mail Chimp, Eloqua, Act-On, Hubspot, etc. have been using email open tracking for years as a way to measure success of their email campaigns.
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It's no secret that we create data day in and day out that is being captured and used to profile our behavior. Whether that be when we're more likely to take a vacation, buy a book on Amazon, buy a new iPhone, or even if we're about to have a baby.
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As a career salesperson, nothing was worse than hearing from an existing or prospective client days after I sent an email and being asked.
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