Wednesday, 24 June 2009

Timing is everything

To be effective, that is to encourage click-throughs and increase sales, an email has to be sent to the right people with the right message at the right time. Undoubtedly, that’s easier said than done, but there are some obvious pitfalls marketers can avoid. Something Field & Trek didn’t think of when it sent me an email called “Gear up for Glastonbury this weekend + New Garmin Oregon 300 Bundle!‏” on Wednesday, 24th June.
The Glastonbury festival starts Friday 26th June, with the majority of ticket-holders arriving tomorrow. How exactly does Field & Trek propose shipping tents, sleeping bags, and other festival basics before the first act takes the stage on Friday morning? Even next-day delivery wouldn’t make it in time.
It’s a nice idea Field & Trek, but you should have sent this email last week. A change of subject line to something more like Hurry! Order all your Glastonbury camping essentials today, and possibly the offer of free next-day delivery for orders above a certain monetary threshold, might have been a good move too. Just a thought.—MT

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