Working on an emergent email marketing strategy
Part of the job I do is working with customers as we both plan out an email communications strategy. The success of these plans are never assured. With a fair amount of relevant previous experience and a detailed approach the chances of hitting the success marks are good BUT there are never any guarentees once that first campaign starts running.
I always recommend to my customers that they take an emergent approach to their strategy once it all kicks off. That is for them to learn how subscribers are reacting to their messages and then to alter the messaging to suit the needs of their unique audience profile.
Yes, it takes time to make this work. (It is very easy when it is campaign time again to just run through the motions and repeat what was done before.) However from my experience, time well spent honing the strategy is very worthwhile.
Those committed to this approach are supreme testers. Subject lines, From names, times and days are all worked through the mix – in the search for the best results.
And gradually out from the fog of data overload the winning mixture “emerges” ready to take the challenge of the other tests.