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#3.13: The “Time Is Money” Issue

1> A “Nooner” Is Good For Everyone
2> How To Figure Out When To Mail
3> Web Surfers At Work Spend More
4> DINNER: Feast For Smart Marketers, 11/19, NYC

1> A “Nooner” Is Good For Everyone

Travel web site Travelocity knows that people at work tend to read their personal email around lunch time, according to a case study from MarketingSherpa.com. Travelocity has started sending emails between 8 a.m. and noon each day, so a fresh message will be waiting in the customer’s inbox when they catch up on their reading over their lunch break. They deliver messages in batches by time zone so they can guarantee a delivery time that is more likely to be read. Travelocity also learned that Mondays are bad days for email delivery because the messages get deleted in the start-of-the-week rush. Similarly, they find any messages delivered after hours get caught in the 9 a.m. rush the next day, so you’re better off waiting until the inbox has been cleared later in the morning.

THE LESSON: Your email readers are real people. Time your messages to fit into their reading schedule.

MORE INFO:
http://library.marketingsherpa.com/search.cfm?gogo=1&keyword=travelocity

2> How To Figure Out When To Mail

Always remember that the Internet is the perfect tool for cheap market research. Extract 5,000 names from your email list before you send your next offer. Divide it into 500-name segments. Send the exact same offer at various times and days during a single week. Keep a close eye on the results. You will discover that certain mailing times and days get significantly greater open rates, drive more visitors to your site, and generate far more sales. Once you know what works best for your offer, send the entire mailing at the optimal time. Ask your email delivery company if they can guarantee that your mail will get delivered within a specified time window. (If they can’t do it, switch providers.)

THE LESSON: Timing can result in significant improvements in the success of your email marketing. A little testing will tell you when you can send additional profit straight to the bottom line.

3> Web Surfers At Work Spend More

America Online and the New York Times were among the first web sites that let you buy advertising that only shows up during specific hours. Why? Because people surfing from work behave very differently than people surfing from home. According to research from the Online Publishers Association, people who surf at work are approximately 25% more likely to visit shopping, travel, and financial services Web sites from work than from home. 75% of those surveyed said that they use the Internet to take care of personal business while at work. These work-time surfers are also more than twice as likely to be the ones who authorize company spending and are twice as likely to have income over $75,000.

THE LESSON: Study where your customer is surfing from, and what sites they are looking at during the work day. Plan your advertising to reach decision-makers when and where they spend money.

MORE INFO:
http://www.online-publishers.org/opa_media_consumption.pdf

4> DINNER: Feast For Smart Marketers, 11/19, NYC

We still love online marketing! Join the best marketers in the business as we take a deep breath, share war stories, and enjoy a private dinner after one of the craziest years in one of the craziest businesses ever. At @d:Tech/GasPedal’s “Feast for Smart Marketers” VIP Dinner IV, you’ll eat, greet, and meet the people who are taking this business to the next level of effectiveness and creativity. We’ve all made it this far, so let’s get together and relax with our friends in the game. We’ll do a few deals, reconnect with old pals, and meet new people with new opportunities. Here’s our guarantee: You’ll leave with a belly full of food, a pocket full of business cards, and a dozen new deals in the works. No speeches, no PowerPoint, no posers.

Click here for more info or to register:
http://www.gaspedal.net/feast

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