Timing Is Email’s Trump Card

Timing Is Email’s Trump Card
by Elie Ashery, Email Insider, Yesterday, 1:51 PM

I always get a chuckle when my email marketing colleagues push “relevance” as an industry best practice. If we as marketing experts have to remind the common practitioner to ensure their message matches their market, it proves email marketing is an institution with bottom-of-the-barrel admission standards.

Based on my experience, most email marketers fail not with relevance, but rather with the timeliness of their messages. Despite the advanced timing features ESPs offer, email is treated like other mass marketing mediums by marketing executives. If you don’t believe me, just ask any CEO of an email service provider about the percentage of their clients who use their timing features. I can promise you an uncomfortable look on their face will emerge when you bring the subject up. read on…