07/02: Knowing when to press send for email campaigns
Well I am finally dried off from the SuperBowl! James Gandolfini invited me along for the pregame festivities in Miami. J.G. was a guest of honor at Bank of America’s International Sky Terrace downtown. J.G. and I met years ago when we were both DJs at the Melody Bar in New Jersey and stayed close ever since. He was the second best spinner there, next to Matty Pinfield, who packed the house and ended up landing a job at VH1.
After the SuperBowl, J.G. and I went to dry off and change into our party camp shirts for more fun in South Beach. Despite the rain, the weather was wonderfully warm for February! I packed my camp shirts/shorts and boarded the jet with Gandolfini to come back north to home…and bitter cold.
I loaded up the fireplace, grabbed my laptop and caught up on my email and tried to stay warm during this recent wintry blast. Now for most of us, this Winter has been particularly mild. This mild winter has been a killer to retailers who are loaded up with parkas, hats and gloves.
As I continued through the email, this one from Lands End caught my eye. The message had an Artic Blast related subject line and strong ‘Winter Weather Alert’ message in the body. It was perfectly timed for the winter blast and caught my attention as a result.
Now those of us who remember the days when the only marketing mail was direct mail and campaigns were mapped out, printed and pre-sorted months in advance of their intended drop date. I sometimes still run into companies who treat their email campaigns the same way. They agonize over what day of the week to send a generic message developed months ago.
The power of email is being able to time the send when the message means the most to the recipient. Messages that have open rates off the charts are those that are extremely relevant to recipients. Lands End reinforced this with their brilliant Winter Weather Alert email, and as a result, I should have a new parka by the weekend!
After the SuperBowl, J.G. and I went to dry off and change into our party camp shirts for more fun in South Beach. Despite the rain, the weather was wonderfully warm for February! I packed my camp shirts/shorts and boarded the jet with Gandolfini to come back north to home…and bitter cold.
I loaded up the fireplace, grabbed my laptop and caught up on my email and tried to stay warm during this recent wintry blast. Now for most of us, this Winter has been particularly mild. This mild winter has been a killer to retailers who are loaded up with parkas, hats and gloves.
As I continued through the email, this one from Lands End caught my eye. The message had an Artic Blast related subject line and strong ‘Winter Weather Alert’ message in the body. It was perfectly timed for the winter blast and caught my attention as a result.
Now those of us who remember the days when the only marketing mail was direct mail and campaigns were mapped out, printed and pre-sorted months in advance of their intended drop date. I sometimes still run into companies who treat their email campaigns the same way. They agonize over what day of the week to send a generic message developed months ago.
The power of email is being able to time the send when the message means the most to the recipient. Messages that have open rates off the charts are those that are extremely relevant to recipients. Lands End reinforced this with their brilliant Winter Weather Alert email, and as a result, I should have a new parka by the weekend!
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