Tuesday, December 6th, 2016

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ClickZ – Successful Email Marketing: It’s About Time

ClickZ - Successful Email Marketing: It's About Time

By: ClickZ

The goal for every marketer is to deliver the right message to the right person at the right time. Ideally, if we had infinite resources and unlimited knowledge on our customers, we would optimize the experience for each customer. However, as marketers, we must make choices. When making the choice between delivering the right message or delivering at the right time, timely communication wins! Let me give a few examples.

Purchase confirmation. The goal of a purchase confirmation message is to validate the purchase, reinforce the brand, and open the conversation for additional products and services. Getting the message into the inbox within seconds is critical. With this message, you confirm the purchase, build additional brand equity, and begin a conversation with your customer. Ideally the message is relevant, but that is an optimization approach, not a must-have. Immediate arrival after purchase isn’t just important for meeting customer expectations; it also helps avoid a costly customer service call to track down a missing message.

Abandon message. The goal of an abandon message is to course-correct the consumer and have them continue the buying process. Timing of this message is also critical. I’m not insinuating that all abandon campaigns should be real-time triggered. However, I firmly believe that optimizing your abandon campaign based on time will drive higher response than optimizing based on content.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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