B2C focuses more on: on-line advertising, wiki, viral video, and social networking.
B2B focuses more on: webinars, podcasts, and blogs.
2007 B2B tactics in the US. It's odd that 20% used Mobile and I have not really seen much.
Wednesday, January 30, 2008
eMarketer: B2B Checks Out Marketing 2.0
Similarities between B2B and B2C: both focus on own website, Email marketing, and SEO.
B2C focuses more on: on-line advertising, wiki, viral video, and social networking.
B2B focuses more on: webinars, podcasts, and blogs.
2007 B2B tactics in the US. It's odd that 20% used Mobile and I have not really seen much.
B2C focuses more on: on-line advertising, wiki, viral video, and social networking.
B2B focuses more on: webinars, podcasts, and blogs.
2007 B2B tactics in the US. It's odd that 20% used Mobile and I have not really seen much.
Tuesday, January 22, 2008
MarketingSherpa: When's the Best Time to Send Email to Target Consumers at Work? Test Results
MarketingSherpa had a recent article testing when is the best time to send email. I think the result is 'interesting' but I don't think it is really universal.
Offer: ipod, promotion date: 8/30/2007
RESULTS
Test returns produced a clear winner -- 9 a.m. The clickthrough rates for each:
o 9 a.m. performed 15.63% better than 4 p.m.
o 9 a.m. performed 9.4% better than 12 p.m.
o 12 p.m. performed 6.9% better than 4 p.m.
Based on my personal tests, different offer performs differently on different Day of the Week. For time of the day, unless you know and specifically targeting the receivers' time zone, it is pretty random. Personally, this result just shows that you send it earlier in the day on a Thursday is better than later in the day on a Thursday. This is actually relatively consistent to my observation. In my 2007 Summer Email test (6/1-8/31) Thursdays evenings have the worst average Open Rates while Wednesday evening gets the best open rates. However, what I found was the day of the week overall has relatively small (11%) variance.
The more significant factor for day of the week is Age Group. There is a much wider difference in day of week behavior for 35+. where there is 41% between best days (Wed/Tue night sends) comparing to worst days (Thu/Fri night sends). Offer response is also quite different among age groups, where each age group has different hot items in their 'barometer'.
In my humble opinion, it's MUCH more important to figure out offering what to offer to whom than to worry about day of the week and time of the day.
Offer: ipod, promotion date: 8/30/2007
RESULTS
Test returns produced a clear winner -- 9 a.m. The clickthrough rates for each:
o 9 a.m. performed 15.63% better than 4 p.m.
o 9 a.m. performed 9.4% better than 12 p.m.
o 12 p.m. performed 6.9% better than 4 p.m.
Based on my personal tests, different offer performs differently on different Day of the Week. For time of the day, unless you know and specifically targeting the receivers' time zone, it is pretty random. Personally, this result just shows that you send it earlier in the day on a Thursday is better than later in the day on a Thursday. This is actually relatively consistent to my observation. In my 2007 Summer Email test (6/1-8/31) Thursdays evenings have the worst average Open Rates while Wednesday evening gets the best open rates. However, what I found was the day of the week overall has relatively small (11%) variance.
The more significant factor for day of the week is Age Group. There is a much wider difference in day of week behavior for 35+. where there is 41% between best days (Wed/Tue night sends) comparing to worst days (Thu/Fri night sends). Offer response is also quite different among age groups, where each age group has different hot items in their 'barometer'.
In my humble opinion, it's MUCH more important to figure out offering what to offer to whom than to worry about day of the week and time of the day.
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