Back to School brings back many wonderful memories...crisp autumn air, new clothes, and football. It also brings back memories of homework. Homework methodology varies from student to student. There are the procrastinators that wait until the very last second to complete their homework. Many live by the "all-nighter" rule whether prepping for exams or writing a thesis on "Great Expectations". Then there are those that are completely organized. They have their #2 pencil and pink pearl eraser ready to tackle each and every assignment in precise order - starting at the top of the list of subjects with Physics or Calculus. For many, email marketing programs seem to follow similar methodologies. There are those that come in to work realizing that they forgot to schedule their email for that day. They scramble to get the content written and the audience prepped. There is no time for testing. As long as the email has been sent on time, the job is done. Homework handed in on time! If a teacher were grading, we would see tons of red pen marks all over this paper - noting every error along the way. Grade for this program? Probably a C.
There are those that prep to the Nth degree following each and every step as declared by industry experts as the "have-to-do's" for a successful email campaign: sending to test lists, analyzing each response, modifying content and re-testing, ensuring proper optimization in each and every email client, and so on and so forth. They are so prepared that they have a hard time actually hitting the send button for the actual email campaign. The grade for this program might be an A for effort, but an F for execution.
My recommendation - make sure your email marketing program is somewhere in between. Don't wait until the last minute but don't prepare so much that nothing gets done. Your homework assignment for this week is to take a few minutes and grade your own email program.
PS - Connections 09 is the perfect study group!
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