Pushing the envelope
Why is it that we receive so much uninteresting email? How is it possible that testing, one of the most advised email tactics, is still not widely used by e-mail marketers? Why do our inbox messages gravitate towards mediocrity and below? It is time for us to start pushing the envelope.
A people oriented business
E-mailmarketing is a people oriented business. All marketing is people oriented. It is focused on the needs of clients, the matchmaking of messages and the inspiration of marketers. People know what they want, what is worthy of their attention and above all they are trained to see what isn’t. But one person can make the difference.
We have the opportunity
Marketers now have more opportunities to excel than ever. They can choose what channels they will use, what campaigns they will launch and which messages they will send. Even the products, services and markets aren’t set in stone. But with more opportunities come more choices and more choice means more uncertainty.
Ever since our youth we have been thought to walk on the beaten path, color inside the lines and reduce risk where possible. Otherwise we have the chance of being punished. But the current overflow of messages and stimuli in media demand something else. Only by breaking the mold and being prepared to fail every once in a while we are able to entice and excite our subscribers.
Junk mail or Inbox
It only takes one person. One person willing to take an extra step and enthuse the rest of his team. Willing to walk outside the beaten path. Because that one person can make the difference between failure and success, between boring and interesting, between junk mail or inbox.
Pushing the envelope
So start thinking about the ways to be better. Get your subscribers interested again, send remarkable messages. Do marketing with passion for your products, for your clients and for excellence. Without regard for what is considered ‘normal’ or for ’what we always did’. That is what I call: pushing the envelope.
Marketers now have more opportunities to excel than ever. So start thinking of ways to push the envelope and break out from mediocrity. It just takes one person to take the extra step and make the difference between junkmail and inbox.