For many people, checking their emails on their mobile phones is now the very first thing that they do when they wake up, with many simply rolling over in bed while doing so. This new habit means that brands have a new window of opportunity when it comes to these early morning risers and email checkers - it seems the early bird can very well catch the worm! First, analyse your data Remember: while a trend does indicate changing consumer behaviour it still doesn't mean that a new approach will work for all subscribers on your email list.
That's why it is important to have a look at any data captured in the last six months. Have a look at your engagement data and see if you can isolate email list a group of subscribers that have consistently clicked and opened a specific number of mailers during the early-bird morning hours as determined by their time zone. Now, have a look at the behaviour of this particular audience - which content topics are motivating their actions? Are there specific subject lines that may be catching their yes and what kind of demographic does this group represent?
All this information will start to give you as a brand a clearer picture of your early-riser consumer. Create relevant content for the right group After you've analysed the data you have on your new niche group, it becomes important to plan a mini content marketing strategy around them. The only way to really engage with consumers on a personal level is to share content with them that they will find interesting, useful and relevant to them as consumers.