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.


  • I think a good idea would be to give to a customer who just bought something some tips about how to take care about those products (ex: How to Keep Your Jeans from Fading). Trying to think like a customer and actually testing the whole process of buying a product from your store is a great way to improve your remarketing strategy.

    Comment by Dany — July 25, 2013 @ 5:20 am
  • My pet peeve is the “rate your purchase” emails, but even worse are the “rate your purchase” email Reminders. If I didn’t have the time to answer the first one, I sure don’t want to deal with having to delete another one.

    Comment by Dawn Houghton — July 30, 2013 @ 12:17 pm

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