Times a wastin’

One of the most popular questions we receive during our Panel of Peers Workshops is about message timing and when to send. Unfortunately, there is no hard and fast answer – but here are a few points and examples that may help you determine what’s best for your business.

One of the examples we typically share is from King Arthur Flour, their emails are timed based on content – emails that include breakfast foods are sent in the mornings. Emails with baked goods (cookies, brownies etc.) trigger mid-afternoon – capitalizing on that 3:00 sugar craving, an excellent strategy for customers like me.

Another example we share is from Overstock.com, their emails deploy to all who fit the segment rule at the same time (regardless of geography). Their philosophy is to equal the receipt time of the message, this is their way to level the playing field since they cannot control when the recipient checks their email.

Again, these are just examples from two companies to stimulate thought. Determining the best time for you is going to require some testing and a little creative segmentation.

Off to the Races
We’re headed to Golden Gate Fields, for the second in our West Coast Panel of Peers series, maybe we’ll see how to balance horse racing with eMarketing. For a little fun, say this horse name five times fast, Hoof Hearted. Not sure when he won, but the announcer made it on a bloopers show recently.