Last weekend, I conducted my semi-annual "closet sweep." If you're a woman, you know what I"m talking about. Men, consider yourselves lucky that your fashion changes once a decade. As I rummaged through my closet, it was tempting to hang on to items I might possibly someday want to wear again. After all, you never know when that neon-yellow tube top might come back in style. But in the back of my mind, I kept repeating The Rule: If you haven't worn it in the past year, get rid of it. I ended up with three lawn & leaf bags full of clothes to drop off at my local Goodwill.
If you haven't used it in the past year, get rid of it. Those are wise wardrobe words. It's also a principle that is wise to apply to your email marketing program. It's hard to believe that a year has passed since we launched ExactTarget Insight as a fresh new take on our eNewsletter program. With new design elements, a new logo, new content and a freshly-scrubbed subscriber base, InSight simply couldn't have been more stylish.
It's a year later, and InSight is evolving. Sure, we're still delivering the best resources you can find anywhere on 1 to 1 marketing (just check out the new Field Guide to SMS) and providing expert advise and best practices to improve your lives. But just as I reluctantly examined my closet with a critical eye, so too must I examine InSight.
Next month, you'll receive a different type of InSight. We're kicking off a re-engagement and preference campaign to continue to improve the quality of your newsletter. On its heels in October, we'll be unveiling a new look and content for Insight.
In September, engaged subscribers will have the opportunity to update your personal preferences and choose form a new menu of content choices. Unengaged subscribers will be asked to confirm their subscription to continue to receive InSight. Those who do not will be removed from our subscriber base to ensure we keep our deliverability high and do not risk being marked as "spam" by uninterested subscribers.
Much like the yellow tube-top, it's easy to want to hang on to InSight the way I know it and love it today. But ultimately, going through this "newsletter sweep" is a hugely important component of a successful email marketing program. In the spirit of the classic "little black dress," the core of InSight will stay the same. But like a great new pair of heels, a new InSight will be a welcome addition to my life.
Ashley
Manager, Marketing Communications
