You’re probably asking what I mean in the title of this blog called Tony Robbins would say “Define your email marketing program”?
Recently I read Tony Robbins book titled “Awaken the Giant Within.” Upon reading the book I found it not only very inspiring and full of valuable insights that can be used in everyday life to achieve peak performance but there was one section in particular within the book which made me think not only about achieving peak performance in life but also how some of the techniques can be applied to achieve peak performance with email marketing campaigns.
Tony Robbins states in the book that in order to be successful in life an individual has to properly define themselves. In fact it is the way that individuals define themselves that allows them to reach peak performance or holds them back from achieving their dreams. The definitions that individuals tie to themselves has a lot to do with their beliefs about themselves and this can either create boundaries or push them forward to their peak performance.
For example, is an individual just a high school math teacher or maybe they are more? Maybe the high school math teacher empowers future doctors, engineers and scientists with Math skills that they would need to enter universities. So the defintion of the math teacher could be “I empower future generations” . That is much different then just being a math teacher. See the difference?
This made me think about email marketing campaigns and how we as individuals can and should define our email marketing campaigns. Now you may be asking yourself why this would be a good idea and the answer is quite simple. If we don’t take the time to define our email marketing programs and the campaigns that follow them we don’t really know what to inspire to and are held back from achieving peak performance. For example, what do you feel certain about the email marketing campaigns that your organization sends out? This is not what others within or outside the organization said about your email marketing campaigns but what do you feel yourself about the campaigns that are being sent to your subscriber list?
- How are your email marketing campaigns different from your competitors? Do they offer unique advantages over the competition or are they just messages sent to make more sales?
- Is your email marketing program a success and how do you measure success?
- Do you lead in new innovation and ideas from within your campaigns or do you watch the industry and follow the herd?
- Are the marketing campaigns contributing to individuals or organizations quality of life or are you just sending emails to sell a product?
- Are the email campaigns growing and improving in quality over time through the testing of different strategies and techniques (Example, A/B testing on content, subject lines, images) or are email marketing campaigns stagnate which leads to the same message going out all the time?
- Is your organization creatively growing your email subscriber list and monitoring which marketing campaigns lead to engagement with email subscribers or are emails being sent to such an old subscriber list in the hope of capturing someone’s attention?
The problem with many organization is that they send emails without defining the identity of their email marketing campaigns and if they are asked how they define their marketing campaigns they state that they are just looking to increase conversions. By defining email marketing campaigns as well as the purpose behind the sending of these campaigns organizations can then move forward with proper planning and development of strategies that center around the definitions of their email campaigns. This can and will lead to peak email marketing performance.
For example let’s say that the Canadian pharmaceutical chain Pharmaprix wanted to define their email marketing program what could it be? Maybe they define themselves as the leading pharmaceutical chain in the province of Quebec or maybe they could define themselves as providing superb professional care. In my personal opinion a good definition of the Pharmaprix brand and one that could be attached to their email marketing campaigns would be “We heal people.” This definition is plain, simple, effective and describes what Pharmaprix does. Let’s face it when they dispense medication or provide professional advice from a licensed pharmacist, they heal people. Not only does Pharmaprix heal people by providing medication and professional advice, but they have a variety of health care programs that empowers their clients, patients and email subscribers.
By defining their campaigns, email marketing peak performance will follow because Pharmaprix will focus around one idea and that is healing people. This is Pharmaprix’s core business. It will not focus on driving revenue from the weekly sales items or promoting the latest digital camera within the Pharmaprix stores but rather on healing people by providing medication, services and advice that will build trust. By building trust through email newsletters, click though rates to the website will increase, store footprint will increase and so will revenue. This all started by defining who and what their email marketing campaign could stands for.
How do you define your email marketing program? If you haven’t already so, do it now and Awaken the Giant Within your organization’s email marketing program.
Positive mindset will result in positive actions.
