Timing is everything in life. The best opportunities come about simply from being in the right place at the right time, or saying the right thing to the right person at the right moment. While the word “right” might have been used quite heavily in the last sentence, it is a word that marketers strive for on a daily basis. In fact, it is the whole premise for the remainder of this post and understanding why timing is everything in a marketing campaign.
Achieving The Right Timing
It doesn’t matter how carefully you crafted your email, or how much time was spent picking out the right graphics for a sales sheet, if the materials aren’t delivered at the right time. But what is the right time?
From both a micro and a macro lens, the right time occurs when you achieve the following factors:
- The recipient is receptive to your message;
- The recipient is without distractions; and
- Your sales team is ready.
While the above three factors may seem simple enough, the trick is in the timing, which leads us to the top four reasons timing is everything in a marketing campaign.
- Consumers are more likely to take certain actions on certain days of the week and specific times of each day, which means your marketing campaign must align with their intended actions.
- Understanding the purchasing habits of your intended audience is crucial to the success of your marketing campaign. For example, if your audience consists of night time shoppers, then why would you send a sale offer in the morning?
- Life happens. This simple concept is easy to forget when you are analyzing conversion ratings and wondering why people aren’t buying. With this in mind, the timing of your campaign needs to match what your business is trying to achieve.
- Building a rapport with a potential customer is about more than simply sending the same type of message at the same time each day or week. While some marketing messages benefit from consistent delivery times, others are meant to catch the recipient off guard, and in doing so elicit a positive response. For example, flash travel sales at sporadic times on hump day are most likely to be opened and generate impulse purchases as the general population dreams of getting away.
The moral of the story is clear, big decisions are made every day. In order to be an active part of your audience’s lives, as well as their purchasing decisions, you need to understand their buying preferences, as well as the psychology behind their choices, so that through the right timing you can properly position your marketing campaign for success.