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iMedia Connection – Tips for improving your email timing and frequency

iMedia Connection – Tips for improving your email timing and frequency


iMedia Connection - Tips for improving your email timing and frequency

By: iMedia Connection

ARTICLE HIGHLIGHTS:
– Setting proper expectations means telling customers how often they will receive messages from you
– Companies with seasonal offering can likely ramp up messages during peak seasons
– Proper cadence comes down to understanding your customers, knowing your product cycle, testing multiple elements, and setting proper expectations

When I was younger, I was a drummer and played in both my middle and high school marching bands. We were actually pretty good — good enough, in fact, to march in both the Cotton Bowl and the Macy’s Thanksgiving Day Parade. Being part of the drum line, it was our responsibility to keep the rest of the group moving together as one, even when no one was playing a song. A drum line does this by playing something called a cadence. Each cadence has a specific rhythm that makes it easy to follow, fun to listen to, and predictable enough for everyone else in the band so that they know what to expect next.

What does this have to do with email and digital marketing you ask? Everything. Creating a marketing cadence for your programs and your end users is extremely important if you want to keep your customers involved with your products and your brand.

Being a drummer is all about being the heartbeat of the band. If the drum line speeds up or slows down, it will affect the rest of the band and people could start to get confused and lose their place. Overall, the song just won’t sound like it should. The same thing is true with your digital marketing plan and programs.

I have mentioned in my past columns the importance of setting proper expectations within your welcome messages. This should include how often customers will be receiving messages from your company and your brand. By doing this, you are letting your customers know when the parade will start and on what foot, thereby ensuring everyone is in sync. Once one member of the “band” gets out of sync, you will start to see issues.





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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
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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