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5 reasons why email scheduling is important for customer relationships

Email scheduling is an essential technique to improve your customer relationships. Mailbutler explains why.

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7 minutes

    By James

    James has seven years' experience as a Content Marketer, bylines on Left Foot Forward, Submittable, and INOMICS, and a Master's in History. In his free time he likes to read, play guitar, and write for his personal blog.

    Customer relationships matter for all businesses, no matter the size, but maintaining those relationships can be difficult at best.

    Whether you’re a B2B or B2C business, whether you have five commercial clients or 5,000, you need to keep those relationships close so that you can continue to make sales.

    This is where email scheduling comes in.

    Depending on whom you ask, acquiring a new customer can cost anywhere from five to 30 times more than retaining a new customer. How do you retain customers? You maintain that relationship.

    Email scheduling helps you do that. But there’s more to it than that. Email scheduling is also great for sales. Read on to find out why email scheduling is so good for customer relationships.

    Key takeaways

    • Email scheduling helps you reach the same customer multiple times
    • Customers need to be reminded that you're available to help
    • Scheduling emails helps customers remember and keep appointments
    • Email scheduling helps you show your customers you care
    • Getting customer reviews is easier with email scheduling

    Smart Send Later

    Schedule emails seamlessly on Gmail, Outlook or Apple Mail. Integrated directly into your inbox.

    Email scheduling helps you reach the same customer multiple times

    One of the reasons why scheduling emails is so important is a simple marketing principle: it generally takes six to seven marketing “touches” before a customer will take the action you want them to take.

    If you’re only sending out emails occasionally, randomly, without a plan, who knows when you’ll reach that critical number (some customers need more touches than seven).

    “On average, B2B companies send one email marketing campaign every 25 days.” - source.

    Even if your potential customers only hear from you once a month, that’s much better than not hearing from you for months at a time.

    However, if you want to reach that six to seven mark, you will need to send more emails than that — probably closer to at least once a week. You don’t want to annoy them, so make sure you don’t send more than two emails a week.

    If you’ve already got a potential customer on your email list, they’re interested in what you have to sell.

    You don’t want to waste that opportunity by not scheduling regular emails to send to them.

    That’s the power of scheduling — you can set up all your emails at one time and have them sent whenever you like.

    You don’t have to remind yourself every week to write a new email — you can put them all together in a single day, schedule them, and then do the same thing the next month.

    Customers need to be reminded that you're available to help

    It might sound crazy, but it’s a marketing truth that customers can simply forget that you’re available to help - or worse, they can turn to your competitors who are marketing to them more often.

    Nothing shows this quite as effectively as the battle between Coke and Pepsi. “Coke actually out-spends Pepsi on advertising ($2 billion to $1.1 billion). This likely explains why Coca-Cola tops Pepsi with market share by about 10 percent.”

    While opinions differ on which beverage tastes the best, the fact of the matter is that the company spending more on advertising is the company with the greater market share.

    They’re constantly reminding customers that they’re around, and you should be doing the same.

    You never really know when a customer is going to be ready to make a purchase.

    If you don’t remind them that you’re available to help at the right time, if they haven’t heard from you in a while, they might just go elsewhere. Scheduling regular emails ensure you are always on your customer's mind.

    Scheduling emails helps customers remember and keep appointments

    Scheduling emails helps customers remember and keep appointments

    Depending on the type of business you run, you might have a service that requires your customers to schedule and keep appointments.

    For example, you might run a window-cleaning business. Your customers need to be at home when your employees show up to clean their windows.

    If you forget to remind them that you’re coming, you might end up wasting your employees’ time (and your money) by sending them to an appointment that isn’t going to happen.

    Worse, your relationship with your customer can suffer. If they get frustrated that you didn’t come to their house (even though they missed the appointment), they might end up blaming you.

    If you schedule regular reminders, this situation is easier to avoid.

    While phone calls can be great for reminders, emails can be just as effective. Scheduling regular emails to remind customers of appointments makes it more likely they'll keep those appointments.

    This also helps you build up data on your customers to see who is keeping appointments and who isn’t.

    If you need to drop some customers who repeatedly cancel or miss appointments, then you can check your data concerning your appointment reminders.

    Email scheduling helps you show your customers you care

    It’s one thing to market to your customers. It’s another to show them that you actually care.

    Sending an email to them on their birthday, especially if you include a coupon or discount for them, is a great way to show them that your business cares about them and their needs.

    It’s also a great way to keep in touch with your customers and get them back in the door. When customers get a coupon, they’re more likely to come in and spend more money.

    This retains your customers, reducing your need for new customers.

    Simply use an email scheduling tool to schedule emails to be sent to each customer on their birthday. You can collect this information with many email scheduling tools.

    Getting customer reviews is easier with email scheduling

    Getting reviews for your business is critical to not only show potential customers that you’re a trustworthy business that they can feel comfortable working with or buying from, but it also helps to boost your local SEO.

    You can use reviews on your website to demonstrate to visitors that, if they become your customers, they will likely be satisfied with your products and services.

    To get these reviews, you’re going to need to send emails asking for them.

    For many customers, you might need to ask several times in a row because they’ll just forget to leave the review, even if they want to and mean to.

    Scheduling emails to be sent to each of your customers at regular intervals after you’ve completed work for them ensures that you have the best possible chance of getting reviews.

    You’ll want to include a simple link for them to leave a review on Google, Facebook, or whichever reviewing platform you use, and you’ll want to schedule several emails in a row.

    Email scheduling FAQs

    Why is scheduling emails important?

    From a business perspective, scheduling emails is immensely important because it helps you build and maintain strong customer relationships. Email scheduling is a great way to:

    • Get in touch with the same (current or potential) customer more than once
    • Remind your customers you’re here for them if they need help
    • Remind your customers they have an appointment with you
    • Show your customers you care about them (birthday emails accompanied with coupons or discounts, for example)
    • Get your customers to leave a review once they receive your product or service

    How does scheduling an email work?

    Scheduling emails is a very straightforward process, even more so if you use an email scheduling tool like Mailbutler.

    With Mailbutler integrated directly into your email inbox (Mailbutler works with Outlook, Gmail and Apple Mail), all you need to do to send an email later is compose an email message and specify when you want it to be sent (date and time).

    When the specified email delivery time comes, Mailbutler will send your email even if you’re not online.

    How do you schedule a marketing email?

    With Mailbutler, you can schedule a marketing email quickly and easily. Here are the steps you need to take depending on your email client:


    • Sign into your Gmail account
    • Compose an email
    • Click on the Down arrow (next to Send) and select Send Later (Mailbutler)
    • Choose a date and time to send the email or opt for Mailbutler’s Recipient Optimized Scheduling
    • Click on the Schedule button

    Apple Mail

    • Log into your Apple Mail account
    • Write the email you want to send later
    • Click on the Send Later icon above the To: field
    • Specify when you want the email to be sent (date and time)
    • Click on the Schedule button


    • Sign into your Outlook account
    • Click on the New Message icon to compose an email
    • In the Mailbutler section of the window, select Set delivery date
    • Pick a date and time to send the email
    • Click on the Schedule button

    How do you do email scheduling?

    Some email clients allow you to schedule emails to be sent at a specific time in the future, while others don’t offer this option. In the second scenario, you’ll need an email scheduling tool to send emails later. You can try Mailbutler for free and use it forever.

    Easily schedule emails with Mailbutler

    Mailbutler allows you to easily schedule emails for all your customers.

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