I’ve been waiting awhile to do this blog post. Since 6:16 PM on January 24th, in fact. I bet many of you reading this in the Indianapolis, Indiana area do not even remember what happened on January 24th. I will give you a hint.
Do you remember that NFL team EVERYONE seemed to be talking about. Why did their coach throw the perfect season away? Is Peyton Manning the best quarterback ever? Yes, January 24th was the date the Indianapolis Colts won the AFC Championship and seemed like they were going to be a sure winner in the Super Bowl. But we all know how that turned out. My how quickly we forget!
It’s okay. Right now Indianapolis is focused on the Final Four & cheering on the Butler Bulldogs. I wonder how long it will take us to forget all about Butler should they lose?
Timing is so important; especially in Email Marketing. And on January 24th at 6:16 PM Dick’s Sporting Goods got their timing right. Like many others I was watching the Indianapolis Colts as they claimed the AFC Championship. And like many others I had my computer and mobile device within an arm’s reach that evening. Instantly I received the email below from Dick’s Sporting Goods will all of the AFC Champs apparel for the Indianapolis Colts. Not only was their message highly targeted – it was also PERFECTLY timed! Now I could instantly order the items the players were wearing on the field.
Check out the screen shot below and think about how you can plan ahead for your next email marketing campaign to be timed perfectly.
Great example! A day or two later would have missed the opportunity to reach potential customers on an emotional level.
[...] This post was mentioned on Twitter by D-Mac. D-Mac said: D-Mac's Blog Email Marketing Timing – Dick’s Sporting Goods Case Study: I’ve been waiting awhile to do this blog p… http://bit.ly/9P5TY8 [...]
Hi Katrina!
Thanks for your comment. I agree, the message was sent at the perfect time to take advantage of the emotional appeal.
There are several key successes with this case study: emotional impact, strategic timing and point of purchase. A simple e blast to your subscribers at the right timing can greatly increase your profits.