They say, “timing is everything”. Like you, I question who are “they”?
A recent survey by Simmons Research studies how smartphone users use their device. The result can help all marketers in their efforts to get clicks and opens for websites and outbound communication.
While I have predicted a renaissance of snail mail, it has yet to happen. In marketing, one of the three principle tenents is that, if you see a void, fill it. The mailbox is reasonably empty of junk mail and real mail. From invoices to "advices", there is so much less mail. Hence, a dimensional mailing or simple letter has a better chance than ever of being opened.
As for the device that we all live on and has become another appendage of our bodies, when are they used most? Simmons says the peak use period plateaus between 6:00-7:00 PM and maintains the highest use time through 10:00PM. The next significant use period we can call morning commutation time peaking at about 8:00AM.
This use data will allow me to better schedule outbound communication I would like to have opened and read. Even a simple e-mail to a significant customer and prospect may be best sent after 5:00. I am sure I am not the only one who has a brief notice flash on my phone, and ipad as a new mail comes in. On my computer I hear a chime. These notifications cause me to see what just came in. It’s human nature and curiosity. No, I don’t set my devices to ring out “you’ve got mail” or make a lot of noise upon arrival. Still, what comes in during my period of use has a greater chance of being read and opened.
That hard to contact prospect who never seems to respond may be on a train into the office at 7:00. “Ding, Ding” your e-mail is in his mailbox. “Ring-Ring”, your call may be taken.
Stop yelling at me. I will not be the first supplier to cut out e-mails because you get too many. I know I go into your spam folder. For the life of me, I have no idea how else to give you great ideas as fast and furious as an eblast. So, to squeeze more opens out of my campaigns, I am going to send all of my 2020 mails either in the morning or evening drive times.
During these peak periods, Simmons discovered, owners of smartphone devices hit the peak in just about every category of use. The highest usage... listening to music. That’s perfect for me because I can add a link to my music library and help convince the person to use music as a premium, promotion or gift. After music, people download apps, watch videos, play games, talk, do IM/chats, use the camera, send social messages, read email and, finally, open websites.
Let’s go to the video. When your text or email comes in with a link to a training video, fashion show or zoom type catalog, it seems when the recipient becomes aware of this message, “Ding, Ding”, they are somewhat more likely to view it.
Even posting on social media, stating your case on Facebook, etc., It seems that the best time to be noticed is in these peak time slots.
To reinforce my new strategy for 2020, Simmons also surveyed multitasking. You know, watching T.V. while your head rarely pops up from looking at the device in your lap or when your spouse talks to you (you have no idea he or she is addressing you).
Simmons found that more than 25% of mobile device owners visit websites while watching T.V. Almost 20% read email.
Outbound in 2020… try the two peak time slots. Inbound in 2020, stay off your device, wake up at 4:30AM and you are less likely to hear “Ding, Ding” or “Ring, Ring”.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.