Jun 18, 2022
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the perfect "timing" is in your Marketing strategy? The importance of perfect TIMING Tags timing marketing strategy read later favorites 0 JC Juan Cruz Aliaga Irazuzta CEO at Online Marketing. Passionate blogger in the art of conversions. Professor at EAE and Founder of the Email Marketing Boot Camp. Follow Author As Miles usa phone list said: " timing is not that it is important, it is the only thing that is important ." Well, it's not something that only affects music. In business in general and in Marketing in particular, finding the right moment to launch a company, a usa phone list , a campaign, an email, or the closing phrase for a sale is one of the keys to success. But how key is timing in relation to the rest of the factors involved? For many years now, and after numerous studies on distance sales in Direct Marketing, we have used a basic theory to understand what are the key factors in the success of a direct response campaign ; category to which any Digital Marketing campaign belongs. This pyramid that you have surely seen before (see figure below) summarizes the 5 factors and their degree of importance in terms of campaign success. The conclusions presented by Drayton Bird -father of Direct Marketing- came usa phone list an extensive and usa phone list study carried out some 30 years ago, which considered hundreds of campaigns in which those usa phone list factors were measured and isolated. You will see that the "Timing" occupies the 3rd position, after the list and the offer. And no one has disputed this mantra because it continues to prove true and effective for direct marketing campaigns of all kinds, shapes and colors . However, technology has opened up a possibility that did not exist before and that could not be relieved in those studies carried out. And it is the possibility of identifying THE MOMENT in which each individual shows greater propensity to say YES (Yes, I want to open it, Yes, I want to read it, Yes, I want to buy it, Yes, I want to sign up, etc, etc). In 2005, Bank of America's top personal account manager was selling usa phone list loan products for up to $20,000 to his list of clients. To do so, he usa phone list calls daily, always in the afternoon, and always first to those who had had a negative balance in their accounts in the previous 3 months (targeting by behavior). The average success ratio of these actions was 2 to 3% per month. Ingenious, right? The problem was that the list of clients assigned to him was too extensive, and he had to analyze it on a daily basis - quite manually - to identify and prioritize who (the List) met that condition that made them more likely to be interested in your proposal (the Offer).