QUESTION: What does great marketing have in common with great comedy?
ANSWER: Timing!
Marketing & timing
I received an email earlier, announcing the launch, today, of a new website. If you check the date of this post (20th January 2009) you will see that it’s the day that President Obama was inaugurated.
This international, mass media event, has received blanket coverage across the news networks and even seen services like Twitter struggle to cope with the huge increase in activity.
In other words, it’s a terrible day to try and launch a new website!
If you are thinking of launching something for your business, make sure you check out what’s happening on that day.
Email marketing and mail shots
Of course, timing is important to many elements of marketing. For example, the day of the week your mail shot arrives, will have an impact on your response rate. I advise B2B marketers not to have their mailings arrive on a Monday; because Monday’s are typically very busy for businesses AND your letter will also be with all the other mail that arrived over the weekend.
The day and time of day that your email marketing arrives in someone’s inbox, will also impact your results. An email, which arrives at 7am on a Monday morning, will arrive in an inbox filled with a weekends worth of junk mail and spam.
That same email, arriving at 11am on a Tuesday morning, will arrive in an inbox, which has already had the spam / junk mail removed. This makes it easier for your message to stand out and increases the chances of it being read and acted on!
Always check out what’s happening in your prospective client’s world before setting a time to take action.