August 2, 2011
Since we’re now into August (I know, it’s hard to believe), football season isn’t far away. Last night I was researching flights to LAX for a trip to Los Angeles to watch my alma mater, the University of Utah, play USC at the L.A. Coliseum. As part of my research, I went to Delta.com and searched itineraries but did not end up booking a flight.
Sounds pretty standard right? Well, today I got the following email from Delta:
This isn’t the first time I’ve received a follow-up email like this. Yahoo! Travel has sent me similar messages in the past. However, I thought this message was presented very well and accomplished several things:
These are all important things to accomplish when connecting with customers via their inbox, but one factor of this message outweighs all others, in my opinion: timing. Delta reached me within 12 hours of my visit to their site, while my research was still fresh in my mind. If I was planning to book the flight but wasn’t sure which airline, I probably would have booked it upon receiving the email.
Email marketing can be very effective when the right message is delivered at the right time. Send a skier a coupon for a discounted lift ticket right after a fresh snowfall and they’re likely to head for the slopes. Present a grocery shopper with the right offer as he or she is planning a shopping list and you might just tip the scale toward your product. Ask a hotel guest for a review within two days of their visit and you’re much more likely to get one than even a week later.
Email marketing remains a powerful tool, but with the busy lives we lead and the variety of information sources we’re exposed to, timing is everything.
Written by Nick Nerbonne.