July 10, 2003
Blog Entry

Delayed Email Responses May Convert Better

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SUMMARY: No summary available
I just learned something cool from our new B-to-B reporter Srikumar
Rao (you may know the name -- he used to write on marketing
for Forbes.)

Srikumar said he's seen B-to-B email campaign data that shows the
recipients who click last, convert at a significantly higher rate
than the quicker clickers.

His theory is that if someone has taken the trouble to save your
email message in their in-box for later reading, they are
probably a more qualified sales lead. Even if it takes them a
week or two (or even longer) to finally click through.

Makes sense.

In these days of email overload, I think many recipients are
performing a sort of triage-system for incoming mail. You delete
the crud quickly, you answer the easy stuff right away, and then
you save the requires-thought stuff for later.

What it means for marketers: make sure you leave your landing
page (aka splash page) and also anything powering your email's
HTML images up for as long as possible. Not just a few days.

Also, don't measure campaign success based on 24-hour response.
The really good replies may not have begun to come in yet.

BTW: Got any data from your own campaigns on this? Lemme know
and maybe we'll write about you!

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