It's the holidays, and if you're a marketer or a consumer (or likely both for ClickZ readers), shopping is at the forefront of your minds. With the rise of smartphones, mobile addiction is increasing, and the way consumers interact with email is beginning to vary. Understanding what that engagement looks like can help you find the right moment in time when your emails and offers will resonate most with your customers.
How many of you roll over in the morning, grab your phone, and check your email? I know that I am not alone in this behavior. There is a growing group of folks who are opening their email first thing in the morning, and actually converting. So let your email messages rise and shine - and wake up your consumer! How do you make this happen? It isn't actually too difficult. Here are there easy steps to letting the early email bird get the conversion worm:
The goal here is to create or drive an incremental behavior that would not have otherwise occurred. So be sure to maintain a control group and test the performance of the test group against it - if you are only driving conversions that would have happened anyway, it doesn't much matter. However, you may find that you are able to increase sales by reaching your customers before they get distracted by the day's activities - or offers from your competitors.
Alarm Clock image on home page via Shutterstock.
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A 12-year email marketing veteran, Kara has been actively involved in programmatic email development, execution, and strategy in a variety of senior positions on the client, agency, and provider side. Most recently, Kara was founder and principal of The Email Advisor, a respected email marketing consultancy focusing on email strategy and channel optimization. Prior to launching The Email Advisor, Kara led strategic services for the email division of Premiere Global Services, where she worked with global organizations structuring a variety of custom email education programs, conceptualizing and implementing new and innovative email programs, optimizing contact strategies, and developing staffing and budget plans.
March 19, 2014