I always encourage clients to rely on actual data instead of a gut feeling when making marketing decisions. However, when we rely only on simple data reporting to decide what to keep and what to cut, we could be shooting ourselves in the foot. Why?
We abandon constant ripples produced by our marketing campaigns that, although not readily quantifiable, result in ROI in the long run.
Take email marketing. We can track open and click-through rates to measure the success of our email campaigns. We can even track revenue coming from email blasts for e-commerce sites. Hence the tendency to reduce or abandon email marketing altogether if we don’t see the kind of return we set out to achieve.
That would be a mistake.
Let me give you an example. I receive email blasts from a consultant who works with creative agencies. I’ve never hired the guy, and I don’t always open and read his emails. In fact, I often delete them without opening them at all. That being said, if I ever decide to hire a consultant, who do you think I will contact first?
He’ll be the one I go to because he is on top of my mind. Each time I receive one of his emails, he reminds me that he exists. Even if I never hire him, there is a good chance that I might refer him because he’ll be the one on my mind when someone asks.
Be In It For The Long Haul
We’d like to think that our customers or prospects have us on top of their minds, but unless we’re constantly making noise in the marketplace, it’s simply not true. Everyone is so busy that often there is no time to take action on an email when it comes in. The email may end up unopened, in a folder, buried deep down in an inbox, or even deleted.
Then a reminder email or the next blast comes in, or the next, and, hallelujah! It might just catch your customer at a time when they are ready to take action.
We’ve written subject lines and email blasts for our clients that were opened by 6-month old leads. Actions were taken. Never underestimate the power of consistent, top-of-mind awareness marketing activities that start as ripples, become giant waves over time and ultimately result in ROI. Be in it for the long haul.