The Funnelholic

This Sunday, I got my usual email from Technology Evaluation Centers. That’s right, on a Sunday. These guys are really creative when it comes to email marketing. And I like it.

First of all, I think they emailed me on Christmas Eve. BTW, it was the only email I received that day, so I opened it. Secondly, these dudes hit me on Saturdays and Sundays, and I read them. So much for conventional wisdom.

The Internet has given marketers “best practices” – which essentially means everyone is doing the same thing. I have blogged on this before. Given what we know, breaking best practices may mean that you will stand out. And how do you know what will work or not work? YOU DON’T. Thus the bottom-line best practice is TEST, TEST, TEST.

Clearly TEC has figured out that emails can convert on weekends. They certainly do not rely on best practice data. Most says to avoid the weekends. This eROI report says that the order of preference for email delivery is Wednesday, Monday, Thursday, Tuesday, Friday, Sunday, Saturday. So, everyone gets this report, herd mentality sets in, and your inbox is barraged during the week. How about the weekend when I got that one email I actually opened?

The moral of the story is best practices data is a way to create a baseline, but to put your marketing program over the top, think outside the box.

Sunday “hit” from TEC:

Written by Craig Rosenberg - The Funnelholic
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