Timing Is Everything

Monday, 22 July 2013

Remarketing is a proven tactic that’s highly effective online. Who hasn’t seen a product follow them around the web after browsing a site without purchasing? Many retailers also trigger emails to send to registered customers who loaded up a cart and left before completing checkout. (See Nordstrom example below.) All great tools to get customers to convert, concert, convert.

Many studies have been done on the best times to send email, from days of the week down to time of day. You can then combine this data with subject line tests and personalization to come up with the scientifically proven optimum email for maximum conversion. But even without all that data, I can tell you the worst time to send a remarketing email: immediately after I make a purchase.

Seriously? I checked out 5 minutes ago and you’re already telling me to buy more. This isn’t even a coincidence of a scheduled email overlapping a purchase; it was time to say “I know you just gave us money, but how about some more?” That’s a waste of an email send and a great way to make me stop opening future emails. And while we’re on the subject, a generic “thanks for shopping!” email is unnecessary. Just send my order confirmation and start packaging up my purchase.

Got an email pet peeve of your own? Share it in the comments below.

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What’s In A (Facebook) Name?

Thursday, 18 July 2013

There’s a first time for everything, and for me, one of those times was today. As you probably know, Facebook has page names on lock down, trying really hard to keep brands from swapping names and URLs and giving fans the old switcheroo. But they’ll usually give you one do-over, particularly if you’re a big name brand. Looks like Nike cashed in their do-over, as they sent an email notifying me that their page’s name would be changing. Guess there’s an email notification for everything too…

Ever gotten one of these before? I was pretty excited as this seems like a “rare” Facebook email, even if it is in their standard ho-hum template. Wonder what else they have in their bag of tricks…

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Facebook Removes Cover Photo Text Limitations; Cover Photo Apps Gain New Life

Wednesday, 03 July 2013

Well that was fast. Just a day after Facebook removed the 20% or less text restriction from cover photos for pages, Cover Photo applications have come out of the woodwork to help turn Facebook into the new MySpace.

First up, Coverbud, an app for Facebook users, not Pages, that allows them to customize and “decorate” Facebook cover images. I haven’t tried it yet, but looking at a few screenshots gave me serious déjà vu back to the old days of Facebook, where your profile included a bulletin board-esque section adorned with apps that included travel maps, family trees and pieces of flair, among other things. Expect to see a lot more bling in the Newsfeed.

EasyCover24 is for the business side, allowing Page Admins to schedule changes to their Cover Photo. While I’m not sure that this is technology we needed (how often are you updating that thing anyway?) it speaks to the direction that Facebook is moving in as it tries to keep up with itself and adapt to advertisers’ needs and wants.

What do you think about Cover Photos, personally or for your business? Are you a “set ‘em and forget ‘em” kind of person, or are you interested in pimping out your profile?

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3 Quick Tips For Responding To Fans On Your Facebook Page

Tuesday, 02 July 2013

Facebook seems  to come out with updates almost daily, so it can be hard to keep up with what’s in, what’s out and what’s coming next. Right now it’s all about #hashtags, but there have been some handy updates to help make monitoring and responding to fans more efficient.

1- Sort Fan Comments By Popularity Or Date

Got a large fanbase and need to triage responses to hit influential fans first? There’s a sorting feature for that. Prefer to track comments chronologically? You can do that too. Facebook allows Page Admins to sort comments on post by recency or influence.

2- Reply Directly To Fans

With fast moving comments, it could be confusing for fans to know who a Page was replying to or what a response was in reference to. Not anymore. Now Page Admins can “reply” to individual comments, instead of just posting another comment in the chain.

3- Use @ Tags To Notify Fans Of A Reply

The reply feature makes it easier to see what comments go together, but using the @ mention can ensure a fan sees your response. This saves them headache, and you time replying again. To make it read naturally, type the @ sign, then start typing their name. Facebook will autofill their full name, but you can go back and remove their last name once you hit the space bar or type another character. (Note: some users have tagging turned off for Pages, but it’s worth testing out.)

Need help with something else? Facebook maintains a handy reference guide for Page Admins.

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