Email marketing may feel frustrating: is anyone even reading your carefully crafted email content?

In 2012, the average corporate email user received 75 emails a day. Imagine how much more the top decision makers must get.

So how can you make your targeted email stand out in an overflowing inbox?

Timing, obviously.

Email marketing may not be as sexy or trendy as social media, but it’s certainly the ‘wise elder’ of the marketing mix.  After all, email marketing’s how we built our business and it got us on the Inc. 500 three years running.  If you’re in sales, you know that emailing top decision makers is the best option for direct contact when the phone call isn’t working.

Since the bottom-line is always a factor, ROI is never a concern when it comes to email marketing.  If used properly and timed right, email is an incredibly cost-effective method with an ROI of around 4,300%, according to Direct Marketing Association.

Therein, however, lies the challenge with a successful email marketing strategy: crafting emails properly and timing their delivery just right.

This post is about the latter of the two.

With Sales And Emails, Timing Is Everything

One of the biggest challenges with emailing a head decision maker is timing – knowing when that a senior executive is going to be most receptive to your email and therefore most likely to respond.

If you time it right, then an email can be your most powerful channel for engaging your prospects and acquiring new customers.  Time it wrong and your emails are treated not much better than spam – into the trash folder it goes.

Of course, you’re thinking, “Thanks for stating the obvious Henry, but how am I supposed to know when it’s the right time to email a senior executive?”

One of the key times is when organizational changes occur that trigger buying opportunities for the C-suite or within certain departments.  The most successful sales professionals monitor those opportunities through alerts you set up in Google Alerts, SalesLoft or better yet, DiscoverOrg.

Timely, Targeted Emails: The Right Message at the Right Time

In our last post, we talked about using DiscoverOrg’s Triggers to alert you to upcoming projects within a department in a certain company that trigger buying opportunities.

When you’re alerted about a trigger event, that’s your opportunity to get your email in front of the CIO.  Now that, you’ve positioned your targeted email, and your company, to be at the right place, at the right time, with the right product or service – that senior executive is impressed with your timing.

But maybe you’re wondering how much more receptive a senior executive or department can be to a triggered message vs. a Business As Usual (BAU) message…

Consider this: triggered messages resulted in a 70.5% higher open rates and 101.8% greater click rates when compared to Business As Usual (BAU) messages in Q4 of 2012, that according to the North America Email Trends and Benchmarks report.

Once again, in sales – and email marketing – timing is everything.  And if you’re getting the real time scoops through DiscoverOrg, then you’re in perfect position to leverage that timing to maximize the ROI of your email marketing.

Email Marketing: It’s Time To Get Serious About Timing

There simply is no other marketing channel that gives you the opportunity to match the email content to the stage of the buying cycle your prospect is in.  And if they’re in a triggering event, then there’s no better stage you want your decision maker to be in.

Planning and creating timely emails takes more time, consideration and precision than using social media.  Social media may be more fun to engage your prospects with, but an effective email marketing strategy is what delivers new customers.

Learn about how to properly craft an email that’ll get read and generate a response!


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Henry Schuck
About the author

Henry Schuck

Henry Schuck is the CEO of DiscoverOrg, an 8-time Fortune 5000 company, which he co-founded at the age of 23. He has extensive experience managing the sales and marketing activities of fast-growing information technology data companies.