A Well-Timed Text, E-mail Combo Reaps Response

A well-timed combination of text and e-mail pitches is a great way to maximize marketing impact, suggests a recent Direct Marketing News article by John Brogan, founder of Global IntelliSystems. He advises delivering time-sensitive messages first in a call-to-action text message (a buy-now stock tip or a retail discount notice, for example). A text is more likely to cut through the digital noise and trigger interest than an e-mail given the daily e-mail flood. Once attention is captured by a targeted text, marketers can follow up with an e-mail giving in-depth information on why and how to take action, with links to website or social pages. But timing is everything, so messaging needs to be calibrated to the recipient's time zone and preferred message-receipt timing based on data analysis and testing. Brogan gives the example of a brokerage client who, using data that highest open rates for its target market occurred 9:30 to 10.30 a.m., delivered first a 9:25 a.m. text message and then a 9:45 a.m. follow-up e-mail. Click-throughs and sales soared. Of course, a note of caution is in order: A frenzied flurry of text and e-mail jabs can actually knock out customers as excessive messaging reaps unsubscribes. For more tips on combining text and e-mail effectively, go to http://www.dmnews.com/the-value-of-timing-when-to-send-email-and-text-messages/article/334552/