Great points. So many times companies put together marketing collateral and just load it up to send -- without targeting exactly when and how the recipients of those emails will open them.
The Lovable Rogue
· 11 months ago
Interesting stuff, Danny.
It is amusing how companies still fall into these traps despite the obvious flaws thereof. It would be interesting to hear their responses were they to be asked whether their propensity to engage such emails was as high on a Monday or Friday, as on a Tuesday, Wednesday or Thursday.
Unfortunately, this would appear to be yet another example of traditional marketers attempting to drag their ‘old marketing’ mentality into the 21st Century. It is no longer appropriate to ‘dictate’ a message, principally because we now have the capacity to reject anything that doesn’t instantly capture our attention. Old marketing simply doesn’t cut it anymore.
TLR
Katbron
· 11 months ago
Interesting Danny! While I don't profess to represent every traditional marketer that has made the foray into email marketing - I can tell you what we did for our CPG client. We researched and found that most women 25-49 still do their grocery shopping on weekends. So we made the connection that they would want coupons, promos, etc. in their inbox on Friday, confirmed again by more secondary research. We consistently delivered on a Friday for 11 months in 2008. We also consistently received an open rate of 38-41% with a click-through of 43-54% (except for one stinker of 20% clicked) We switched to a Wed. delivery for December and our open rate was 47%, clicked was 43.9. In January, our open fell to 39.1% but 48.3% clicked. I feel pretty good about these rates and what we are doing.
Danny Brown
· 11 months ago
And that's the big difference, Kat - you did excellent research but didn't just leave it there, you followed up on it as well. Obviously there is a market for Friday emails (though most businesses don't like them), and you used that to run a solid campaign. Businesses should look at your model and learn from it.
All Comments
It is amusing how companies still fall into these traps despite the obvious flaws thereof. It would be interesting to hear their responses were they to be asked whether their propensity to engage such emails was as high on a Monday or Friday, as on a Tuesday, Wednesday or Thursday.
Unfortunately, this would appear to be yet another example of traditional marketers attempting to drag their ‘old marketing’ mentality into the 21st Century. It is no longer appropriate to ‘dictate’ a message, principally because we now have the capacity to reject anything that doesn’t instantly capture our attention. Old marketing simply doesn’t cut it anymore.
TLR