Timing is Everything..No Matter How Beautiful the Creative

An A to Z of eCRM - P

P is for Practice

Because there is no such thing as Best Practice.

Every Brand, Business Model, Audience combination is unique and as a result you have to create your own Best Practice.

And you can only do that by creating and sticking to a good Test, Learn and Refine programme, remembering that the world of audience engagement is ever changing so models you created six months may no longer hold true.

Also remember that all models are flawed; it’s just that some are more useful than others. Gravity is a law, expected open rate is not

As Lee Trevino the famous golfer highlighted, the more you practice, the luckier you get.

Email Knock Knock Part 2

I recently posted a piece on what was the best time of day to broadcast your emails at, Email Knock Knock where I mentioned some research by Pure360.

Well as everyone has an infographic these days, this piece of research is elegantly shown here...Click on it to make it bigger!

Email Knock, Knock!

Yesterday I had a meeting with another client where I ask my traditional question of when do they send their email messages, followed by the question that always seems to trip clients up..Why? Why do they pick that time and day to go knocking on someone's inbox door?

The resultant answers to the latter usually vary from the because we always send at that time, to because we tie in with our 'bricks and mortar' bigger brother, to because we think it works best at that time.

The one answer that very rarely materialises is ' because we regularly test broadcast time and date and align it with it with our customer behaviour'. And when I say rarely I really do mean rarely!

Sometimes the ' because we always have' is justified on the basis on what they deem to be best practice. Admittedly there are stacks of tables indicating the most popular broadcast days and times (click here for an example from Kris Kiler). But most popular doesn't mean best for you and your audience.