For those of you who have been to this blog before you have seen that not only have I recently started this blog but I’ve also decided to get my rear-end off of the couch and get back into a gym. I’ve been using the excuse of my son being born last year to stay out of the gym. Sure, you don’t get as much sleep as you used to but after a few weeks you adjust to the new routine. While not as good with analogies as some of my other colleagues in email who blog like Scott Cohen on Golf and DJ Waldow on Batman & Robin, I definitely feel as though there are correlations to be made between email and working out. I’ve started a new program called Crossfit Performance which is right down the block from where I live. The program offers a four week on-ramp class that introduces new athletes to the exercises and types of conditioning that will be done throughout the program. It is geared to set expectations for the new athlete should expect from taking part in the program. Similar to how a welcome campaign should operate for a new email sign-up. Like opting into a new line of messaging the on-ramp program is like an email welcome series, it is built to introduce new members to the organization and to set expectations as to what the experience will entail. Thankfully for new email recipients they don’t have to suffer from the soreness of starting a new workout regimen.
As someone who had competed in sports from early in life I had always considered myself in pretty good shape. I thought I was at least in decent shape, I could not have been more wrong. That Tuesday morning after the first Crossfit workout, it was a struggle to get out of bed. I was sore, tired, and thinking to myself, “What did I get myself into?”. I jumped right in with both feet and ended up paying the price. Fortunately for me a good amount of rest and Advil solved my problem. Marketers don’t get the same chance to recover as easily as I did. It is critical for marketers to create a plan to bring people who are new to their campaigns into the fold in a strategic manner. It is important to be sure to set expectations properly to new registrants so they are not bombarded with email. They are new. Introduce yourself. Tell them what they can expect from your campaigns.
In any type of workout program it is important to establish a routine to keep the momentum going and get you motivated about working out. The same can be said of email marketing programs. Establishing consistency in your email marketing efforts is critical to keep your recipients engaged in your brand. Over communicating to your audience is just going to tire them out and lead to a higher rate of unsubscribe. Not communicating enough will lead to a stagnant, unengaged audience. If you don’t keep your audience engaged in your brand and message all of that time, money and effort to obtain them has gone to waist. The average attrition rate for a retention email list is around 30% year over year. This makes it critical to build a consistent email program so that audience does not burn out or just get bored with what you are sending.
When all is said and done both workout programs and email program get you at least one thing in common, results. The results can either be fantastic or they can be catastrophic. In both cases, email and working out, you get out of the effort what you put into it. Do the work.