As an email marketer I’m signed up to a lot of mailing lists. I receive emails from all of my favourite brands on a daily basis. Whilst I might not always open an email the moment it lands in my inbox, the chances are that I’m interested in the email content – if I wasn’t interested I would have unsubscribed. So, at some point I will open it.
What continues to amaze me as I monitor the email content of well-known and successful brands is how often, and how quickly, the email content goes out of date. Frequently, if I don’t open the email within a few hours of receiving it the content is out of date. As a result of the outdated content, I’m less likely engaging with the message from the brand as it’s no longer relevant – so there could be a lost opportunity.
Try it yourself. Monitor the email content of 5-10 of your favourite brands. Leave the email un-opened for a few hours before opening it. See how often the content isn’t up-to-date or is no longer relevant.
Here’s some things to look out for:
1) Time sensitive offers that you’ve missed. This is a bit of a bugbear for me. I’ve lost count of the number of emails I’ve opened with offers that I’ve already missed. Emails promising ‘Sale now on’, ‘Extra 10% off until 12pm’ or ‘20% off everything’ are guaranteed to go out of date.
Take the email example below from Jack Wills, I opened the email after 12am and missed the sale, even though the message in the email said I had 12 hours left. A simple image swap rule, promoting different content, or even a different message, after the expiry and I may have clicked through. The same applies for the Yours Clothing example, if I open the email in 2 months time I’ll still see mid-season sale offers when they won’t be available, luring me into a false sense of security that I could get myself a discount on an early Christmas party dress.
Tip: Don’t give your email content a shelf-life! You spend a lot of time lovingly collating the content, designing, coding, populating and honing the emails you send. Don’t limit your email – make the content relevant whenever it’s opened!
2) The same applies for free delivery offers or next day delivery windows. Usually free delivery is limited to a short time frame, with the message content something along the lines of ‘Order by 2pm for free delivery’. Is that free delivery before 2pm every day? More often than not that isn’t the case. It’s usually a one time promo for a quick sales boost. Using timers and timed images around offer like this is a far better way to promote such time-sensitive offers. Add in the countdown to really drive the urgency.
3) This one is perhaps not quite such an obvious one, but it’s something I come across quite a lot. Often, the products listed in an email as being ‘new in’ are actually no longer the latest. They may not even be available anymore depending on how long ago the email was sent.
For opens close to the delivery date, this isn’t a problem. The content is pretty up-to-date and the products are probably still relatively new. However, if a recipient goes back 6 months and opens your email, the products in there are probably not available any more, and they certainly aren’t the latest. This is easy to solve though using ‘new in’ Open Time Content Automation. At the point of email open, pull in the latest new in products automatically. This means that the products in the ‘latest’ section of your email are actually new in, making it totally up-to-date, relevant and shopable content.
4) Price. Anybody that works in retail knows how quickly prices change. There’s often a disconnect between the price in the email and the price on the site when you click through because the price in the email isn’t updated at open time.
Really there’s no reason why your email content should every go out of date or be irrelevant – whenever it’s opened – be that 2 hours, 2 days or 2 months after it’s been sent. It’s not a great customer experience subjecting subscribers to old content and it’s so easy to avoid. Why give your email content a shelf-life when you can make it relevant over a prolonged period using open time technology? If you do use Open Time marketing, each and every time the email is opened the latest and most up-to-date content will display. This gives your emails far more longevity. It can be as simple as setting up a rule to swap to a different image once a sale has ended. Take the emails below; if both of these emails has automatically swapped to a different image when the sale has ended the content would have been relevant when I opened, whenever I opened, making me much more likely to engage.