What doesn't work?
We're currently weaning our 6-month old daughter.
Alongside her staple milk diet, we're introducing new foods to her daily, and allowing her to feed herself (Baby led weaning).
A few weeks back, she had some odd days where she was grouchier than usual, or her nappies were, let's say, of varying consistencies.
After discussing with the health visitor, she suggested we only introduce one new food per day.
So we can identify what she likes and doesn't like.
What sits well with her, and what doesn't.
Seems obvious doesn't it.
Quite soon, we were able to identify which foods she enjoys, and which affect her mood one way or the other.
Can you see where this is going?
It's the same with marketing.
Over the past 15 years, I've lost count of the number of clients who, after one campaign, didn't see the results they wanted so decided it wasn't for them.
I've also lost count on the number of clients who after their 2nd or 3rd campaign, stayed with us to this day.
I could count both in our CRM, but you get the point.
Different subject lines.
Different content.
Different CTA.
Test, test, and test again.
But only one thing at a time.
Otherwise, how will you know specifically what worked, and what didn't.
The clients who have been with us for over 10 years, ALL tried various campaigns at the outset.
They now have a clear formula for what works and what doesn't.
Quite often, we get it bang-on with the first campaign.
The beauty of emailing is you can still quickly identify where improvements can be made.
To try one email, to one audience and then decide email marketing does not work makes no sense to me.
In 2019, email marketers, on average, saw a return of £34 for every £1 spent!
When you compare the ease, the cost, the potential ROI and the metrics, nothing comes close!
Test, test, and test again.
If you're interested in a b2b email marketing campaign, or just to find out more, contact us today and ask about our current offers.
Lee Shore
13th May 2020