- Pre-plan your efforts. Nearly all bulk email sending solutions (MailChimp, Constant Contact, etc.) offer an option to schedule your email in advance for a date and time in the future.
- Review your past performance. If your previous campaigns are below your industry average, the first thing you should evaluate is your open and click rate.
- Research the right solution. Most email marketing providers actually offer information on when to send emails – for free. Just search “what day is the best to send an email" or click here. And, if you are not investing in an email marketing solution, you have no idea who’s reading the messages you are investing time to send.
- Test and test again. The only way to know for sure what works best for you is to experiment with various days and times. If you’re particularly email savvy, you can segment your list to maximize for the greatest reach.
- Kim O'Donnel, Food Writer & Author
“Innovating on established brands that are already trusted by consumers can be a powerful strategy,” said Rob Wengel, Senior Vice President, Nielsen Innovation Analytics. “Companies spend millions of dollars on new product innovation, yet two out of every three new products will not be on the market within three years. Marketers and retailers can deliver successful new products by ensuring they uncover unmet consumer needs, communicate with clarity, deliver distinct product innovations, and execute an optimal marketing strategy.”
Half (50%) of global respondents say they are generally willing to consider a new product purchase, with respondents in North America and the Middle East/Africa (57%) most enthusiastic about making a switch. Nielsen’s survey shows that value and proof-of-concept make a difference: more than two-thirds (64%) of respondents say they would consider value or store-brand options, and two-thirds (60%) will wait until a new innovation has proven itself before making a purchase.
“Consumers are enthusiastic about adopting new product innovations but somewhat apprehensive about embracing new brands,” said Wengel. “In order for consumers to adopt new brands, marketers need to launch very strong awareness and trial-building campaigns, supported by a positive product experience. Generating positive word-of-mouth endorsements are important, because negative experiences can significantly diminish the likelihood of new product success.”
While there is no one-size-fits-all approach to developing a compelling new item, brand familiarity is clearly one of several key characteristics that resonate strongly with consumers so that products are easily recognizable on the shelf.
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