TIME is not on your side

Written by  in category  Uncategorized
May 11, 2018

Yes, I know, that’s a click-bait-type headline. Nothing I can do about that, because it’s a true statement – and if you are doing any type of time-based marketing activity (and most of what we do is time based), you need to realize that simple fact.

Take a simple example of an email campaign, once the email is sent, the clock is ticking – and it’s a count down clock that runs in minutes.  From my experience, the first hour after sending, will provide you with about 80% of your responses (and that’s an optimistic view) and 99% of your opens/clicks will happen within 24 hours of send.

Think about that, your email campaign has the lifespan equal to that of the May Fly – the real truth is, if you don’t get your numbers within the first couple hours, you won’t recover.  And then there is the dismal fact of the general numbers – industry averages say only about 25% will open your email, and 2% will actually click your Call To Action.

So, for every 1000 names on your email list, 250 will open, and 40 will click.  Email is a tough gig, but in reality, it really is the best type of “direct contact/direct response” marketing activity.  No other activity will generate the same results.

You have mere seconds to get their attention and get the click. Some of this can be controlled or tested, but always make sure you keep everything within a “is it worth another hour?” parameter. If you spend 2 hours, coming up with headlines and alternate text (or design) – what’s the overall benefit?  From my personal experience, it might increase incrementally, but there are so many dynamics, it’s hard to figure out which one really made the difference – because it might just be an anomaly.

You’re better off spending your time on the “backside” of the click, rather than trying to get more clicks – more is not necessarily better, focus on quality, rather than quantity.  Help people de-select from clicking – make it apparent what they will get once they take that next step.  And the deliver on it.

That’s why we’re developing 31Events – to make the click more valuable to you and to your customers. If you have a time-based activity (like a webinar or coupon), getting that info on their calendar will help your customers – and if they can get it without any effort, even better.

Once we are ready, it will be that simple for your customers. One click or one input box – and they get a calendar invite that just works, no more action on their part required.  And you will get a way to track their actions (numbers you didn’t have before), when they do take action, by accepting, declining or even marking as tentative. You’ll know how many, and what actions they’ve taken – which allows you to focus on only those customer who are interested – helping you save time and effort. Update June 2018. You can find our beta test site here called CalendarSnack . https://calendarsnack.com

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