Email Marketing: Unique send times for micro-personalization [Video]
According to the MarketingSherpa Ecommerce Benchmark Study, email was the top channel for driving significant traffic to an ecommerce site. For companies in the $10 million $100 million range, it drives nearly 80% of the traffic.
However, if you are not sending your marketing emails at the most optimal time for your audience, you’re leaving revenue on the table.
This is not a new challenge. But timing the right message to the right person at the right time remains a critical aspect to effective email marketing.
At MarketingSherpa Email Summit 2014, Dave Sierk, Consumer and Small Business Strategist, Dell, took the stage to share several case studies showing how Dell leveraged a GIF-centric campaign to achieve a 109% revenue lift.
You can see Dave’s full presentation from Summit for that story, but in this MarketingSherpa Blog post, see how Dell created unique send profiles for each of its customers to personalize email marketing efforts on a micro-level.
While composing a creative and engaging email is a great start to driving traffic and, hopefully, conversions, sending it at a time that does not match customers’ email viewing habits could mean your efforts are wasted when that email never gets opened.
Watch this brief excerpt from Dave’s session to see how the team personalized email send times to adjust to customer’s consumption habits and drove an 8.2% increase in unique click rate.
