How Do You Serve Up Your Bacn?
For those of us engaged in e-mail marketing, what happens once our thoughtfully crafted eNewsletters and e-mail nurturing messages are sent is of the utmost importance. Optimally, subscribers receive our materials and read through them immediately - clicking on offers along the way. This scenario isn't always possible however, so the next best thing is that they become "bacn," and our users set them aside to read later in their day or week.
Bacn, for those of you who haven't been following the somewhat silly debate (though not too silly for NPR to chime in on in: Move Over, Spam: 'Bacn' Is the E-Mail Dish du Jour), is a recently coined term defined as "e-mail you want, but not right now." Where spam is e-mail you never want (think Viagra offers and anything with XXX in the title), bacn is e-mail that you've signed up to receive, but don't always have time to read.
By tagging e-mails as worthy, just not right now, users have established another tool by which they can take control over their buying process. As users save and file bacn, they are building their own mini research libraries that they can go back to and mine for gems once they're ready. Because of this, vendors (especially those who rely on 3rd-party marketers for their lead generation) need to recognize that a lead who responds to an offer a month after that offer has been sent is still a valuable lead.
Keep the concept of bacn in your mind as you send out your marketing materials, and remember that a lead deferred is still a lead.