….one of your email campaigns is unexpectedly successful, thousands of would-be customers click through at the same time, and the load takes your website down….success becomes disaster within 2 minutes!
Situation 1. No real-time content
It seems to take forever for your IT guys to fix it – while your shoppers change from being happy to angry customers, who jam your complaints line.
Situation 2. With real-time content
When you use real-time content in your emails, you get a safety-value against a whole lot of problems. With real-time content you can change the content in emails that have already been sent out. Your can simply change the offer and/or the destination URL in real-time to control the traffic. You can for instance:
- Replace the offer by an apology block – e.g. “Sorry the site’s overloaded. Please come back tomorrow and use this personal apology coupon, only for you, to get an extra 5% off”.
- Leave the offer alone, but change the URL for a different page that can handle the traffic, such as your home page.
- Replace the offer for a percentage of visitors, to advertise a different product with a higher unit price and mark-up, so you’ll get less clicks but make more money from each one.