InsightIQ Blog

Timing is everything for email marketing

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Feb 6 2009

Most email marketing programs are less effective as marketers often tend to treat this as mass marketing outbound medium rather than true interaction channel.  Most email programs are tailored towards relevance but not necessarily relevance tied to timeliness. With the advancement of technology to be able to trigger campaigns based on events and scheduling features, timeliness in conjunction with relevance is becoming the essence of email marketing.

From click tracking to sales timing to triggered follow-ups, timing behavior is the holy grail of email marketing yet the most difficult to implement. There are tools and technology available today that will allow us to capture the opening of an email to click to behavior on site or call to action data, and this data in turn allows organizations to get a much deeper insight into the customers and their behaviors and propensities. Leveraging this end to end will allow for much more relevant and timely email marketing programs.

 

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