Consider Staggered Drops for Sale Offer Emails
Sending out a special Sale offer email?? Consider staggered drops. About an hour ago clothier J Jill, sent its entire opt-in list of customers and site registrants, a 50% off sale email notice. Their Web site, never the fastest loading gun in the Web, slowed to a crawl and even started losing orders as the shopping cart system couldn’t cope. The customer service rep I called on the phone said, “Oh yes, a whole lot of people have called in complaining about the Web site over the past half hour. I wonder why?”
(Yes, the email marketing department had forgotten to warn customer service that a big campaign was going out. I can’t shake my finger too hard though, having been flogged on more than one occasion by my own CSRs for the same sin.)
B2B marketers who use direct marketing tactics to gather leads for their sales department have done staggered campaigns for years now, because the sales team can only handle a certain number of incoming leads per day. Now it’s time for B2C email marketers to copy that trick.
Categories: Uncategorized
