Email marketing can be an extremely successful tool for businesses to enhance public reach, brand recognition and conversion rates with. However, when implementing an email advertising strategy, a business has to know what trends are hot at the time and which ones could reduce click-throughs.

According to Business 2 Community there are several things that can reduce the success of email list marketing. While some may seem like common sense, like not scheduling emails to be sent at 3 a.m., others are less obvious and even more important.

Analysis is more important than content
While implementing a success email marketing campaign is partially about ensuring that the content of the email entices the target audience to click-through and make a purchase, businesses need to remember to devote just as much attention to the analysis of marketing results. The public is a fickle audience and trends change. The only way to ensure email initiatives work is to regularly examine what approaches are successful and which aren’t, and adapt accordingly.

Don’t send on weekends
While not sending out marketing emails at 3 a.m. may seem obvious, not sending on Friday or Saturday may be less so. Consumers are often out spending time with friends or family on Friday evening and Saturday, and spend less time at their computers or checking “unimportant” emails on their mobile devices. Mid-week is a better time to shoot out those advertisements, however, every industry is different and may require an altered approach.

Don’t ignore consumers
Just because email isn’t social doesn’t mean that it’s a one-way street. Consumer feedback is still an essential part of email marketing, and, as such, businesses have to consider both results and any responses they get from the consumers themselves. A number of recipients might find that emails don’t display properly, and if the business isn’t keeping a close eye on its correspondence it may not notice until it has lost those customers.

Keep suppression list management up-to-date
According to the news source, the most important thing a business needs to remember is to ensure it maintains email compliance. If a customer unsubscribes from the list and isn’t promptly removed it could result in more than an irritated consumer, it’s breaking the law. Maintaining clean list management is just one more part of a high-quality marketing strategy.