My colleague Elaine O'Gorman, Silverpop's vice president of strategy, recently authored an article for our clients on an emerging term in the email world called BACN. In the event you find yourself at a cocktail party with a bunch of email geeks, I wanted to make sure you were up to speed and not left out of the conversation should this new term get bandied about. Here's the article:
What's the Buzz About Bacn?
There's all sorts of buzz about the newly coined term “bacn”--email messages recipients want but typically don’t read immediately. It's email a cut above spam, and is quickly becoming a hot topic of conversation among bloggers.
The recognition of such messages is indeed valid. Many of us do receive information on a daily basis that we want to read, just not the very minute it arrives in our inbox. That doesn’t mean we're not interested in these messages; simply that we don’t have time to process or consider the information or offer immediately.
For email marketers, making "bacn" isn't necessarily bad. You're sending messages that are relevant enough to keep around for awhile. MarketingSherpa reports that half of emails are opened within nine hours of receipt, and another 25 percent are opened in 28 hours. The average campaign achieves nearly all the opens it will generate in just under two weeks. Will the messages you send still be relevant two weeks from now?
Whether your messages are opened immediately or days or even weeks after a send, the content must still matter to the recipient. If what you send is interesting enough to keep around for a couple of weeks, pat yourself on the back. You're delivering something of interest. Something worth hanging on to.