What is Recency and why is it important in Email Marketing?
Posted: Tue Dec 03, 2024 9:20 am
Recency is a concept used in psychology to refer to one of the ways in which memory tends to operate . We will give two examples to explain it. Let's suppose that we attend a talk in which an expert speaker talks about a certain topic.Let us also suppose that a person who has arrived at the event just as it was ending asks us to tell him three facts or questions discussed during the talk. Most likely (and this always happens) we will refer to the last three questions discussed by the speaker. Our memory remembers the most recently perceived facts, the last ones. Another classic example is that of the “shopping list”. If we are given a list of 15 shopping items to memorise, we will tend to remember the ones that appeared last.
The notion of recency refers to this way of operating memory; what is most recently perceived is remembered.
THE RELEVANCE IN EMAIL MARKETING
In marketing, it makes sense to ask the question “ how likely is a user to respond to a call to action?” and to address this question, the notion of recency has proven to be of great value . Let’s see. A possible “translation” of “psychological” recency into marketing would be: a user will have a greater propensity to respond to a uzbekistan business email list call to action (see email, cold calling, direct marketing…), the more recent was his or her last interaction with the brand that issued that call . For example, if I send an email marketing campaign to my database and cross-reference the responses (openings, clicks and conversions) with the date on which the user opted-in, I will find that those users registered in the last 30 days obtain higher rates than those registered between 30 and 60 days, and that these obtain higher response rates than those registered between 60 and 90 days from the date of sending.
In the table above we see a real case taken from one of our clients, which shows the recency effect applied to the relationship between openings and the opt-in date. The more recent the opt-in date, the higher the current opening ratio, and the less recent the opt-in date, the lower the current opening ratio. This specific example would serve to justify, for example, carrying out a “reactivation” action on inactive and old users. Another measure that we could consider would be to constantly promote the acquisition of new users, since they will be the users who will convert the most.
In short, if I want to communicate an offer to users who are more likely to respond, I will do so to those who have a higher recency value (understood as the closest in time) . The notion of recency has multiple applications in marketing in general and in email marketing in particular, and is key to understanding user behavior.
The notion of recency refers to this way of operating memory; what is most recently perceived is remembered.
THE RELEVANCE IN EMAIL MARKETING
In marketing, it makes sense to ask the question “ how likely is a user to respond to a call to action?” and to address this question, the notion of recency has proven to be of great value . Let’s see. A possible “translation” of “psychological” recency into marketing would be: a user will have a greater propensity to respond to a uzbekistan business email list call to action (see email, cold calling, direct marketing…), the more recent was his or her last interaction with the brand that issued that call . For example, if I send an email marketing campaign to my database and cross-reference the responses (openings, clicks and conversions) with the date on which the user opted-in, I will find that those users registered in the last 30 days obtain higher rates than those registered between 30 and 60 days, and that these obtain higher response rates than those registered between 60 and 90 days from the date of sending.
In the table above we see a real case taken from one of our clients, which shows the recency effect applied to the relationship between openings and the opt-in date. The more recent the opt-in date, the higher the current opening ratio, and the less recent the opt-in date, the lower the current opening ratio. This specific example would serve to justify, for example, carrying out a “reactivation” action on inactive and old users. Another measure that we could consider would be to constantly promote the acquisition of new users, since they will be the users who will convert the most.
In short, if I want to communicate an offer to users who are more likely to respond, I will do so to those who have a higher recency value (understood as the closest in time) . The notion of recency has multiple applications in marketing in general and in email marketing in particular, and is key to understanding user behavior.