Has the iPad created new expectations for e-mail marketing timing?
Since the iPad takes seconds to get a user online, and it feels like a leisure device with a touch-screen interface and ergonomics, it does not have the psychological “I am working” connotation of turning on a desktop or laptop. This means responder behavior for e-mail marketing will be easier to come by, and e-mail marketers can take advantage, says Andrew Robinson, VP of full service at Lyris Technologies, an e-mail and online marketing firm. Majority response times will expand — weekends will be more successful for send times than they currently are, early mornings and late nights will also see uplift in e-mail response, he says. “Whatever the iPad is used for, it shows on the home page that there is e-mail waiting to be read,” says Robinson. “So even if a consumer is using it for leisure, he or she picks it up and sees three new e-mail messages. This is e-mail he would have normally waited until the morning to read, but tonight he just can’t stop himself from reading.” The iPad is
