Timing is Everything
I like Seth Godin's concept of permission-based marketing, and first wrote about this topic
last year. Recently, Seth talks about a few
lessons learned about mailing lists that I have to agree with. I like his statement "anticipated, personal and relevant messages always outperform."
Relevant messages can appeal to the customer in different ways. They can be informative, useful, or entertaining. But the most effective messages are those that correspond to the needs of a customer
as they occur. Like lemonaide on a blisteringly hot day, or a spare umbrella during a downpour, the most successful messages will be those that satisfy the needs of customer
at the moment they receive the message.
Businesses that appreciate the power of this concept can use their website, and related tools, to a big advantage. An unlikely example is an Auto Garage. When a customer comes in for an oil change, the Auto Garage takes down their contact information along with the mileage for their car and the date the oil was changed. Using widely available statistics for average car use, the Garage can then contact their customers fairly close to the time they are due for another oil change. These messages are direct, precise, and certainly relevant. They will outperform ill-timed messages consistently.
On a more basic level, when is a good time to email or call your customers?
According to this article, the morning during the week is best.
Posted by joseph at February 1, 2005 08:27 PM
