With emails, timing is everything. A well-timed message can be difference between gaining a retained customer and losing out to a competitor. That’s why we talk so much about lifecycle marketing, where campaigns are triggered at the exact right time in an individual customer’s purchase cycle for maximum results.
On top of lifecycle messages, promotional campaigns sent at just the right time can also be successful. For instance, message timing can be used to remind customers about upcoming deadlines, like in this example I received from Zenni Optical last December. This email caught my eye because it mentions Flexible Savings Accounts, which is actually the payment method I used for the pair of glasses I purchased. FSA funds can expire at the end of a year, so sending the message in December serves as a reminder for customers to use this form of payment while they still can.
The message also has an educational element by explaining what FSAs are and letting customers know what types of products they can be used for. Additionally, it includes a link to a blog on the company’s website for more FSA information. Regardless of whether the customer has used FSA funds or not, this email provides valuable insight into a payment option that many purchasers may not have been aware of.
Educational emails, like this example, are a great way to build rapport and a better relationship with your buyers. These messages demonstrate the value you provide and showcase that you care about your customers’ experience with your brand.