As the old saying goes, timing is everything.  I can’t think of many areas that this is more true than in email marketing.  Great email marketing is all about timing.  Prompt welcome messages, great educational messages, instant confirmation messages, and relevant and timely offers are the basis for good programs.  It’s a good idea to do a periodic “timing tune-up” to make sure things are flowing smoothly.

I believe there are a few key times when you can get your message out and establish a strong relationship with your customers.

• The Welcome Message – A quick thank you message is crucial.  Acknowledge that you have my information.
• Education Messaging – I love the series of messages after sign-up that do nothing but tell the customer about your site, where to get help, what to expect from the email program, and other great things you offer.  Customers are open to this type of dialogue after they sign-up and appreciate the fact that you aren’t hard selling them right away.
• Confirmation Messages – These are so critical from a timing perspective.  When we make a purchase, we’re conditioned to look for a confirmation email right away.  If we don’t see it, we start to panic.  Panic leads to a call to customer service, which leads profit right down the drain.
• Relevant Messaging – Nothing better than a company anticipating what we want before we want it.  It’s impressive to the consumer and keeps you top of mind.
• Cadence – Do you send too many messages?  Do you not send enough messages?  A thorough statistical analysis of your numbers can help you determine cadence.  Sometimes less is more, and sometimes more is better.

I encourage you to put yourself in the shoes of one of your customers.  Walk through the sign-up process and make a purchase as if you were a new customer.  What do you think?  Do you pass the timing challenge?