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(Strategy) Never Send An E-mail On Saturday...And Other Rules To Break
David Baker uses the "best day to send" debate to illustrate a point about avoiding the seductive attraction of always following "norms" or "averages".
He suggests relevancy is as much about timing as content, and that you can never find a single, ideal solution to a particular communication issue (like send day) because the recipient base changes and represents a range of preferences.
In other words, there are now so many ways of getting communications from a company, and so many different (and changing) behaviors with regard to response and reading patterns that you can't rely on simple "one size fits all" approaches.
David Baker uses the "best day to send" debate to illustrate a point about avoiding the seductive attraction of always following "norms" or "averages".
He suggests relevancy is as much about timing as content, and that you can never find a single, ideal solution to a particular communication issue (like send day) because the recipient base changes and represents a range of preferences.
In other words, there are now so many ways of getting communications from a company, and so many different (and changing) behaviors with regard to response and reading patterns that you can't rely on simple "one size fits all" approaches.
Permalink | November 15, 2005 |
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