Blast! Self Storage Email Marketing Guide, Part 2: Scheduling

February 15, 2012 4
Blast! Self Storage Email Marketing Guide, Part 2: Scheduling

In our first email marketing post in this Blast! series, we covered best practices around how you can ethically build your email contact lists. Today we’ll discuss how proper scheduling of email blasts will help you avoid the spam folder and encourage a loyal readership. Rachel Greenfield, Marketing Analyst for SpareFoot, advised self-storage managers to pay attention to how frequently they send marketing emails. Limiting email blasts to once or twice a month per audience will ensure readers are getting useful, relevant information instead of what feels like a weekly sales pitch.

Cutting down on volume will help in two key areas. First, it will make your emails seem less spammy. As we mentioned before, there is a direct correlation between the amount of emails in a reader’s inbox and how stingy they are about reading them. Furthermore, limiting your blasts helps ensure you have enough relevant content to fill your email. Quality over quantity should be your email marketing rule of thumb.

When it comes to sending your blast, we recommend you act through an email client like MailChimp or Constant Contact. These services help streamline the mass email process by providing an intuitive graphical interface, valuable reporting, and an easy scheduling system to send your email out exactly when you want (not to mention the system of checks and balances they have in place to block spamming).

When should you blast?
Have you thought about whether you want to send your blast during the morning or evening? Believe it or not, the time of day has a notable impact on the read rate of most marketing emails. In a study conducted by, the highest percentage of emails are read between 6 and 11 a.m. Emails sent out between 1 and 5 a.m. had the highest open rate, with the peak open rate occurring up to two hours after the email is sent.

It’s also widely accepted that marketing emails should be sent on Tuesdays, Wednesdays or Thursdays. Think about it— Mondays are always wacky as everyone returns to real life after the weekend, their inboxes bursting at the seams. Your recipients will filter out messages they deem to be less immediately important, and there’s a good chance yours won’t make the cut. Fridays are also no good, as it’s more likely people take the day off or leave work early, and they’re generally distracted with the upcoming weekend and more likely to tune out your email.

Note these are general stats gathered from many different industries, so your individual audience may have different email habits. Use these statistics as a jumping point from which you can test and tweak your own scheduling.

“Like many web marketing efforts, email blasting is an area where you can and should experiment as much as is needed to get it right,” Rachel said.

While consistency will eventually be an important piece of your strategy, experiment first. Send your blasts on a day and time when you think readers will be more receptive to your email, but don’t marry yourself to a that time until you’ve explored the options for each list. Carefully track the open rate and click-through rate of these first campaigns to understand which combination of variables works best.

In our next installment of email marketing tips for self-storage, we’ll go more in-depth on email metrics and break down components of a successful email.

Now be sure to read the other articles in this series: 
Email Marketing 1: List building
Email Marketing 3: Measuring effectiveness

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