When Scheduling Goes Bad
Having automated processes in place that allow you to pre-schedule email or social media messages are a great tool. However, the people behind the tools always need to be aware of those sends and make judgment calls in extenuating circumstances.
As an example, Hurricane Sandy is hitting the east coast hard this morning. Many businesses are closed as people rightly look after their welfare and the welfare of their loved ones. Sending out an advertisement or an invitation to an event today is likely to be ignored or ill-received. However, there are plenty of automated messages that will go out today because they were pre-scheduled or out-of-town marketers won’t be aware of local circumstances.
After working on a communication and crafting the message, scheduling is a good way to ensure it is sent at an ideal time. However, marketers need to remember that extenuating circumstances will come up and send schedules should be modified in these cases.
It’s not always practical as emergencies can rise without warning. But in situations where there is a looming threat (like a hurricane) then delaying sends until after the threat has passed is advisable.
Best wishes to the East coast cities hit by Sandy and stay safe.