Finding the right moment when a user is more likely to receive advertising is not an easy task, but thanks to the information that we can now obtain through different tools , this type of spontaneous communication has become more common. We are talking about Moment marketing , a term that refers to brand communication that is connected to the context that its audience lives in at a given time. In other words, we are talking about outlook email lists Moment Marketing. Taking advantage of an event, occurrence or circumstance to reach users. In short, taking advantage of the moment. Indeed, we are not talking about a new concept, Moment marketing has been present in the world of marketing for many years, but it seems that in 2016 it has gained strength and relevance.
According to the consultancy Cambridge Technology Partners, Moment Marketing is especially linked to social networks . Which is not surprising at all since one of the main characteristics that this channel brings us is immediacy. The here and now of social networks allows brands to take advantage of all those unpredictable events or occurrences . One of the most typical cases was that of the Oreo company during the 2013 Superbowl blackout. 12 minutes after the famous blackout at the Super Dome occurred, the cookie brand released an advertisement in the form of a tweet. The tweet was retweeted more than 15 thousand times… So the impact it had on social networks was extraordinary. And you may wonder… How can I apply Moment Marketing to Email Marketing? It is clear that programming an email marketing campaign from one moment to the next is not a simple task. In fact, it requires time and dedication, more or less, depending on the database we have. However, we can always find different alternatives that give that feeling of spontaneity to users and provide us with the benefits that this entails.
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For example, we are in the middle of the European Championship, an event that captures the attention of millions of users. Why not take advantage of the matches, or the results of those matches, to send an email to our users? Imagine that you work in a restaurant chain and you have a consolidated email marketing strategy. Why not propose two versions of the email (one for Spain's victory and another in case it loses) to send based on the result of the match? It can be fully automated and already segmented to the people we are interested in, the only thing that will change is which email template will be sent. If they win, for example, you can take advantage of it to tell users that because of Spain's victory in match "X" they have a 10% discount in your restaurants and that there is no better place to celebrate it than by dining in one of them. The feeling that the user will have is one of spontaneity. Don't you think that is a good way and a good time to reach your users?
Or if you prefer, you can do as MediaMarkt does and take advantage of this time of year when football is very present in users to relate your emails to that theme. Undoubtedly, it is a challenge to take advantage of the action-reaction capacity to make the message of our communications coincide with the decision of consumers . Especially when it comes to Email Marketing. It is not as immediate a channel as social networks, but it can be a very effective tool if you learn to play with this type of campaign. Another example of a moment email marketing campaign could be sending an email to users who have attended an event you have organized a few hours after the event is held. Users will still have you in their top of mind and you can take advantage of this to send them an email thanking them for attending, event material, making yourself available to them or, why not, offering them some product related to the event or the organizing brand. In short, the main objective of Moment Marketing is to generate a connection with users. They do not act solely on their tastes or personalities, but everything that happens around them also influences them. So, take advantage of every opportunity you have to reach out and connect with them. Create useful, organic, contextualized and personalized messages according to the needs or specific context of your target audience.
