Email Marketing: 7 Things I Constantly Have to Remind Myself About
When you work in a multifaceted industry like marketing, it’s very easy to become distracted and lose focus on the job at hand. This can be dangerous because I believe that focus is the one thing that separates successful marketers from their more mediocre counterparts.
With this in mind, here are seven things that I constantly remind myself of in order to stay productive and keep the wheels of commerce turning.
7 Things I Constantly Have to Remind Myself About
- A Watched Pot Never Boils: I’ll be the first to admit that I am a terrible procrastinator, and one of the biggest time wasters in my life is marketing analytics. I’ve lost hours clicking between screens and refreshing the stats on my latest campaigns. I’m no gambler, but thanks to the rush caused by a highly converting campaign, I know how a high roller feels when their horse comes in. Similarly, I’ve been crushed when the numbers just don’t stack up, and my campaigns fall short of their promise. While analytics are important, simply watching live stats is far from productive unless you do something with the information. Because of this, I have to constantly tell myself that a watched pot never boils.
- Email Addresses Have a Limited Shelf life: It’s so easy to get complacent about list size. You might have a database of thousands of names, but how many of them are actually delivering results for you? I once worked with an organization that claimed to have more than 80,000 names on a list, but on closer inspection, perhaps only 10 percent of this number were actually useful contacts. The process of list building should never end. This is especially true when you consider the fact that fresher leads are more likely to deliver positive results.
- There’s No Point in Flogging a Dead Horse: Just because something worked well last week, last month or last year doesn’t mean it will work well today. Your campaigns need to evolve, and this means taking the time to test new ideas and retire old and worn-out campaigns.
- Email Cannot Work in Isolation: There is no point in sending an email campaign to any list if your website cannot drive conversions. There’s one question I always ask attendees at my email, social media and content marketing training events: Who has a bad website? You wouldn’t believe how many people raise their hands! Successful email marketing is built around several different components — a good list, a well-timed offer, a targeted campaign and a decent landing page experience. Get just one of these things wrong, and you might as well not bother.
- Sometimes It’s Good to Say No: Too many marketers waste their time by agreeing to tasks that don’t generate awareness, build brand, increase leads or drive sales. If you’ve ever failed to hot your targets at the end of a month, ask yourself: What could I have said “no” to?
- Not Everything Works, But Nothing Fails: OK, some campaigns don’t go as well as expected, and let’s face it, sometimes they fall flat on their face, but just because something doesn’t work out doesn’t mean it’s a failure. Take your time to learn why a campaign failed. Was the targeting a little off, was the offer just not good enough or was the timing all wrong? Put these lessons to good use in your next campaign, and even your biggest failings will lead to success.
- Persistence Pays Off: A great deal of marketing success stems from simply turning up every day and pushing out good, useful content. Success is rarely instantaneous, but marketers who are persistent in their approach are often rewarded for their efforts. If you are only sending a single unsegmented email campaign to your list every month and you’re not seeing the kind of success you should expect to see from the world’s most powerful marketing technique, it really is time to up your game and do more, more often.
How do you motivate yourself to do more? What do you constantly remind yourself about? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.