When successful emails cause you trouble
Latest posts | Feed | By Mark Brownlow
Ken Magill talks with Ken Burke and discovers death by success. If you send too many email promotions out all in one go and you've done a great job at getting people to respond...then your website can die through too many visitors trying to access it all at once.
Then a successful email sendout becomes a customer relationship disaster.
Either you ramp up your website infrastructure (or make sure your host has the capacity to cope with visitor surges) or you spread your emails out. The latter may not be possible if getting that good response depends on the timing of the email in the first place.
However, spreading out the emails does tie in nicely with Bill Nussey's variable timing approach suggested in this article.
And website stability is just one of the non-email things you need to watch when sending out emails. In this article I wrote way back in 2002 (needs free registration to access it at MarketingProfs.com) I mention customer service and fulfillment. Do they know about the planned email promotion? And can they cope with the likely surge in related inquiries/orders?
More on strategy and tactics | Tags: email marketing
Then a successful email sendout becomes a customer relationship disaster.
Either you ramp up your website infrastructure (or make sure your host has the capacity to cope with visitor surges) or you spread your emails out. The latter may not be possible if getting that good response depends on the timing of the email in the first place.
However, spreading out the emails does tie in nicely with Bill Nussey's variable timing approach suggested in this article.
And website stability is just one of the non-email things you need to watch when sending out emails. In this article I wrote way back in 2002 (needs free registration to access it at MarketingProfs.com) I mention customer service and fulfillment. Do they know about the planned email promotion? And can they cope with the likely surge in related inquiries/orders?
More on strategy and tactics | Tags: email marketing
Permalink | December 13, 2006 |
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