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How long is a piece of string?

How long is a piece of string?

One of the many, many, many benefits of email marketing is longevity.

Believe it or not, people keep hold of emails they consider they may need in the future.

We know this because we see it time and time again.

Replies to emails starting, ‘You emailed me x number of days/weeks/months ago…’

We had a reply come in this week that broke the record.

Those who follow me on LinkedIn will have seen this already:

‘Hi
You sent a random email to my company nearly five years ago, and last night I remembered it and found it in my inbox. It’s taken a few years, but I think we may finally be able to help each other.’

FIVE YEARS!

This chap didn’t need the services my client was offering at the time, but he considered that he may one day.

I like these replies. It shows the longevity I am constantly rabbiting on about, and it also proves it’s not just a line we feed marketing managers with budgets to spend.

Generally, there are three types of product/service when it comes to measuring reaction time:

  1. Those that can be bought on impulse as a direct result of the email.
  2. Those that are so niche and well targeted that we see a reaction.
  3. Those that rely on the email landing at the exact right time to see an immediate response.

Number three there is, of course, where we will find most underwhelmed clients. Great product/service, great email, spot-on targeting.

Just badly timed.

But these are also the ones where we will typically see longevity rear its beautiful head.

They kept the email because they were still in contract.

Or they kept the email because that particular part wasn’t needed again until next quarter.

Or that prospect didn’t need finance at that time but does now.

And so on.

Get in touch and tell us what your prospects might not need just yet.

Lee Shore
7th October 2020

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