You launch an email marketing campaign! And in the first following hours your email get conversion. And then slowly but surely the graph of the registered clicks moves towards the bottom.
The weird thing is that days, sometimes weeks after the launch of your campaign, people are still clicking in your emails. These are certainly not large numbers – the speed of the medium email correlates directly with the speed of the reactions – but sometimes they are still generating conversion. Usually we don’t pay much attention to these late numbers in our statistics. Let alone we learn from them.
It might be interesting to analyze these latecomers as well. But then you have to make sure to combine the numbers of multiple campaigns. Because you need to rule out flukes. Are the same people always clicking later in your messages? That’s the first question you need to ask yourself. Can you recognize this phenomenon for certain contacts across multiple email campaigns? That means you have found a very specific audience.
These are obviously contacts that aren’t constantly on the lookout. You better isolate them in a separate list. Because hyper-relevant messages aren’t really their type of thing. The promotion could be finished when they finally see your messages. And your message will have lost its value. We all know that relevant content is the key to success.
You need to dive deeper into your target audience. There is still a lot to learn. You are often confronted – especially in a B2C environment – with email users who only read their messages periodically. Every Friday night mr. X reads his email messages. And then he possibly reacts to some things that happened during the week.
You don’t only have to send on Friday night. Not even once a week. But with a little bit of analytical thinking, you will be able to find a pattern. And then you can select specific moments in the reading calendar. That way, a reader will never read an outdated message in his mailbox. And you will remain at the top of the list.
But what do you do with contacts who click late and don’t show a specific pattern? It’s better to create a separate campaign for them. It’s better to direct them to a landing page. And that you can keep up to date at all times!