How to Increase the Conversion of Email Distribution Using IP-PBX?

How to Increase the Conversion of Email Distribution Using IP-PBX?

Virtual PBX contains a lot of useful business data. Today, let’s talk about how to increase the openness of email distribution using this information. The answer is simple – you need to know clients better. Virtual PBX will introduce the customers closer.

The article will be useful to business owners and Internet marketers. To use the article effectively, you need to know what email marketing is, what metrics and types of e-mails exist. Therefore, it is better to study the basics and then return to this article.

Introduction

Many factors influence the email sales. This is the subject of the letter, the name of the sender, the content, the habits of the customers. The first three factors depend on us, but the habits of clients need to be studied: it is difficult and time-consuming to change them. One of these habits is to read letters at a certain time.

Beginners always have a question: when to send letters to be read by more customers? You can test the options: send on different days and times. To save time on tests, you can artificially restrict the choice. For example, exclude the weekendі, Monday, and Friday and choose only the morning or evening hours.

But you can use existing data: open call statistics and see when customers call themselves. Virtual PBX facilitates this task.

Theory
The selected method – call time identifying – is not suitable for trigger emails. This is the type of automatic mailing when an email is sent when an event occurs. The most common: registration on the website, making an order. It makes no sense to wait until Tuesday morning to send a letter to the client if he ordered on Friday night. Send it at once.

The method is not suitable for mailings with a narrow segment of customers. Because different categories of customers have different habits. If you sell books wholesale and retail, then the behavior of customers is different. The wholesale buyer orders in the daytime – during business hours. Retail after work.

There is another point. When you have a lot of competitors, they can all send letters to common customers at the same “optimal time”. Your letter will be lost in the mailbox. In this case, it is better to stand out and send at another time, even if it seems that it is less popular.

Well, most importantly: any data you have received is just a hypothesis. Hypotheses are tested in practice, so test the shipment time and segments. Do not forget about the “fatigue” of the audience: over time, the effectiveness of the mailing drops – do not be afraid to change anything.

Let’s sum up. Determination of the optimal time for dispatch according to the data from the automatic telephone exchange is suitable for mass letters and automatic dispatches, where there is no urgency. Any data should be checked, and after a while again to return to this issue. Let’s turn to the practical part.

Determine the day of the week
First of all, you need to determine the day of the week for sending letters. We analyze incoming calls, that is when customers themselves are interested in us. If you are working on outgoing, then the method should be slightly modified and analyzed the outgoing calls.

Statistics from ATS is free, so we take more data – so the conclusions will be more accurate. For convenience, open Excel and enter the data on the number of incoming calls on the days of the week. In the columns, write down the days of the week, in the rows, there will be weeks. If you have many numbers, then it is better to count the statistics for all at once.

Inbound

Then calculate the average value for each day. Add the calls for each day of the week separately and divide by the number of weeks that you analyzed. In our example, you can see that the call is an order of magnitude smaller. Hence, we conclude that it’s pointless to make newsletters at the weekend – clients will not read it.

Let’s analyze everyday life.

Tuesday is the busiest day. On Friday, they call 30% less than on Tuesday. On Thursday, too, there is a 15 percent decline – letters are better to send on Monday, Tuesday, and Wednesday.

Time of dispatch
Now determine the time of sending. It is similar to it if you are working in the same time zone. But if you have numbers in cities with different time zones, you need to decide whether there are resources to segment the newsletter by this feature. And most importantly, whether segmentation will pay off.

The dispatch hours should be better analyzed only for the days that they chose. Why do we need to track how many customers call on Friday, if we do not send them letters on that day? For simplicity, take two-hour time ranges: up to 10, 12, 14 hours and so on.

In our example, it turned out that the best time is between 14 and 18 hours. That is the second half of the day. Use the data on the day and time of sending to raise the conversion of email. And do not forget that you need to check any information.

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