New to eMail marketing? What you can learn from Sherlock Holmes, 5.0 out of 5 based on 3 ratings

By Jordie van Rijn

Just starting out in eMail marketing? Do you feel as if you’re in the middle of a crime scene, trying to figure out who done it or should have? Maybe you need some inspiration from the 19^th century’s great problem solver: Sherlock Holmes. There’s a lot we can learn from “The Great Detective”.

Always think 3 steps ahead

The brilliant Sherlock is well known for his intellect and deductive reasoning. But that is not enough. He always keeps the big picture in mind — a great trade to have as an eMail marketer. And although it doesn’t always look that way, Sherlock plans his moves carefully. Thinking about the goals he wants to achieve and the best way to get there. It’s easy to get sidetracked when taking your challenges (campaigns) one at a time. So think ahead and make a plan for at least the coming half year.

Play the violin

Did you know Holmes played the violin? That is not an easy instrument to play, let alone master. It takes a lot of practice and hard work to get it right. The lesson to learn here? Keep on practising and most important, enjoy it. Read everything about email marketing, keep on testing, take that extra hour to analyse your results. Otherwise you won’t be able to better yourself and the neighbours might even call the police.

Have a Watson

Hardly any eMail marketer does all the work by his or herself. In every company you will need one or more loyal companions to get the best results. It’s even better if your sidekicks have their own speciality like Watson has (doctor). So get your colleagues of the marketing, sales, communication, IT and customer service and keep them close. Make sure your allies can always count on you when they need help if you want to count on them when you need some.

Observe and profile

Our beloved detective has a keen eye, observing all the people he meets. By looking at your ring finger he will see if you are married. By looking at your jewellery, clothes, accent and behaviour he will construct your profile. By looking at sign-up, clicks, opens, customer data and behaviour you should do the same. Certainly Holmes would agree that an ounce of prevention is worth a pound of cure.

Get an archenemy

How to keep sharp? Get an arch-enemy! All heroes and 19^th century detectives have one. Better yet, get two. It keeps you sharp and will push your email marketing efforts even further. My advice: subscribe to the worst eMail marketing newsletter you know and take a vow you will never become like your nemesis. Your second archenemy would be the smarter type — the one who always seems to get away. So look at the competition and find one that does admirable work. Figure out how they do what they do so well, get inspired and try harder.

Takeaway: It’s elementary my dear Watson. Plan the work and work the plan.

About the author
Jordie van Rijn

Jordie has more than 7 years of e-mailmarketing experience under his belt. Working at the dutch loyalty company Dunck “www.dunck.nl”, the focus on current customers and subscibers delivers a different view to marketing. Working with brands like AEGON, Cup-a-Soup, Unilever, CZ, Roche, Sport2000 and Univé. He has advised and realised many a customer life-cycle and engagement marketing concept. He spends his free time thinking about eMail marketing.

Twitter: www.twitter.com/jvanrijn

Linkedin: http://nl.linkedin.com/in/jvrijn

Website: http://www.dunck.nl