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Can The Timehop Concept Work For Email Marketing? - Part 1

Why Timehop and Email Marketing Are a Great Match

Jason Warnock believes marketers can apply the ideas behind the popular flashback app to create a powerful email marketing strategy

With more than six million daily users, the Timehop app has clearly resonated with consumers. It’s a fun app, but it can also feel a little daunting because it forces you to face moments from your past by automatically retrieving old photos and posts from Facebook, Twitter, Instagram and other social media sites.

Like other successful apps, Timehop has spawned a wave of knockoffs eager to take advantage of the concept. For example, earlier this year, Facebook released “On This Day,” a feature that integrates the Timehop concept into the platform’s user experience.

As the popularity of the Timehop concept continues to expand, the big question is whether or not flashback features have a practical application for brands. Specifically, is it possible to hijack the Timehop concept as an email marketing strategy?

Why Timehop and Email Marketing Are a Great Match

There’s a strong case for incorporating the Timehop concept and flashback features into email marketing campaigns. Triggered emails that remind customers of previous purchases and incentivize them to make additional purchases of similar items have the potential to deliver significant wins for online retailers, as well as consumers.

These are a few Timehop concepts that you could integrate into email marketing campaigns:

  • Nostalgia. One of the reasons Timehop has been so successful is that it taps into consumers’ nostalgic tendencies. While Timehop, On This Day and other applications allow users to reminisce about key moments in their personal lives, flashback-themed emails allow consumers to relive emotional connections with their favorite products and invite them to create new connections through additional purchases.
  • Returning Customers. The marriage of the Timehop concept with email marketing targets consumers who have already made similar purchase decisions. The people who receive triggered “remember when” emails are preconditioned to convert because they have previously purchased the item (or a similar one) from the brand. The result is higher conversion rates and better ROI than email campaigns that target first-time buyers.
  • Buying Cycles. By integrating the flashback concept into email marketing, brands gain an entry point to consumers’ natural buying cycles. In many cases, consumers buy certain types of products at specific times of the year or at regular intervals. This enables brands to send a fun and friendly reminder that it’s time to replace or restock a previous purchase.

 As originally published on MarketingLand.com. Click here to view article

Read part 2 in tomorrow’s post about “How to Apply the Timehop Concept to Email Marketing”

Author Bio

Jason Warnock

Jason Warnock is a seasoned veteran of digital marketing. After creating successful email applications for Canadian bank CIBC (2004), Jason initiated and managed Deliverability Operations for Digital Connexxions (2006) implementing several key strategies for major publishing clients. After a successful acquisition of Digital Connexxions in 2006 by infoUSA, Jason proceeded to become Director of Deliverability for Yes Marketing (2007) followed by VP of Deliverability Services for Yes Marketing (2011). Jason has transformed Yes Marketing's Deliverability into an industry leading solution through enhanced offerings of technology and client services. Jason has designed successful technical and business strategies for several large Fortune 500 companies including: HP, Coke, Kodak, Facebook, eBay, Ancestry.com, and United Airlines.