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eROI June 2006 News - Where Are Your Customers This Summer?
June 27, 2006
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School is out and people are on the move. Many are planning vacations and this affects both consumer and business marketing plans. A large number of clients and partners that we have spoken with have not really taken this into account for planning and adjusting their summer campaigns. You may want to be asking yourself the following: Will your audience be online at home? Or will they be on the go in the parks, at summer camps, in the woods or at beaches and fairs? How will these factors impact your email campaigns?
We suggest allowing for more time for responses to summer campaigns come in as many people will be traveling and schedules, no matter the audience, will change. Think about adding 3-5 days onto any measurement rates you have in place and allow additional time to convert recipients and respondents into sales or leads.
On the flip side, expect to see people having more time that they can allocate to sitting in front of a computer. The computer, and especially the email Inbox, have become more of a fixture in everyone's daily life, so it will be interesting to see if a noticeable behavioral change in response rates occurs.
Either way, get out and enjoy some of these longer days and sunshine for yourself. We here at eROI certainly plan to do so.
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Posted by dylan.
