The perfect time to send a sales oriented email is….. when the subscriber is ready to buy.
Adjust your timing to Customer behavior
Some industries have the luck to profit from mass customer behavior. At the start of the new year, new year’s resolutions are made and broken.
And one of the most heard is getting into shape. A great time of year for sports retailers.
Amazon shows the right pictures
The big Amazon.com also sends out her beginning of the year e-mail: “A new year a new you”. With health related books, sports gear and even a cross trainer included for the people that want to go all out. Interesting is that they give a discount on a variety of books, but show the picture of the food and health related one.
Timing is more about content than seconds.
So all sports retailers would be jumping up and sending an e-mail during the first week of the year (or even end of December). A message can be crafted to appeal to the behavior, resolutions or underlying needs / wants of a (ready to buy) group. See this e-mail marketing message by Nike, received on January first. No reference to the New Year at all.
Don’t lose group that was already going to buy
At the bottom of the Nike e-mail there is a short mention of a 50% sale off selected products. An offer could have been the perfect accelerator for a tie in with the “already ready to buy” group. A lost opportunity in this case.
It is a great example. Even if the e-mail is sent on the perfect time and date, it still depends on the content to get the timing right.
