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Timing Email Messages Key to Winning Over Customers
February 13, 2008
As a smart email marketer I'm sure you've read articles on how to increase opens, how to write catchy subject lines, and how to create compelling offers. If you're looking for a powerful way to win over your customers, consider the timing of your email messages. The timing of your email messages is as important as the content. Send too many emails at the wrong time and you run the risk of alienating the customer. Don't send confirmation or welcome emails on time and you risk confusing the customer. Timing is the essence of great customer service.
Consider the case of email communications pioneer and ClickZ writer Al DiGuido who planned a stay at a Westwood W Hotel. Mr. DiGuido discusses his delight with the hotel's superb email timing here. The hotel sent a welcoming email two weeks before his trip asking if they could do anything to make his stay extra special. They followed this message with an email a week later that gave a view of his room, then completed the exchange by timing several emails during and after his stay to ensure he was receiving the best service. It's all in the timing, which is definitely a fine line between being intrusive and establishing a dialogue that shows the customer that you care.
If you're a Netflix customer you likely enjoy how they time their customer emails. For example I get an email asking me "When did you mail back your movie?" and they list several dates. All I have to do is click on the date and I'm done. They also send an email saying "When did you receive your movie?" Again all I have to do is click on a date. Such ease of communication shows me they care when I get my movies, which is a key component of their service. The best part is that I am not inundated with Netflix monthly newsletters and extraneous email messages that I don't want. That makes me really happy.
One last point - timing email messages is worth little if the customer service isn't there to back it up. Westwood W hotels not only engaged Mr. DiGuido in a dialogue, they backed that up by providing outstanding service during his stay. Netflix not only times its emails well, it doesn't turn a hair if your dog chews up a DVD; they just say "Stuff happens. No problem." Email can help begin a personal engagement with customers, but it's the human element that closes the deal.
All posts by Lisa Santora
posted by Lisa Santora at February 13, 2008 1:33 PM
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Comments
Thanks for the info., can you reffer me to a video on the subject ? , Thanks,
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