Does a Delay Make it Relevant?
One of the cool things about my job, is my friends and colleagues send me great and not so great email marketing messages to see what I think about them. Thanks to Ross for sending today’s topic my way.
I imagine that Apple was so busy with launching the iPhone that the days leading up to the first day of summer, June 21st, left them little time to breathe, let alone time to deploy an email message about MacBooks and MacBook accessories.
It’s interesting that almost a month into summer Apple is asking us to “Get ready for a summer on the go”. The message is still relevant, but the association with preparing for summer, which is a third of the way over, makes Apple seem a little bit behind.
When you are planning your messages, consider when it is going to be sent. It’s fine to make references to the season, or a specific holiday or event, as long as it’s relevant. If there is a delay, for whatever reason, make sure that copy is still topical and fitting. If it isn’t make the necessary changes so it is.
Posted by MindComet on Jul. 19, 2007