Forget ‘Set and Forget’

If you have been sold on automated email marketing on the basis that it means ‘set and forget’, you’ve been hugely misled.

In fact, nothing could be further from the truth.

It should be known as ‘set and remember’…

  • Remember that in the World of ecommerce and digital marketing, nothing stays the same for very long. If you’re not striving to move forward, you are going backwards.
  • Remember to review the results of every campaign you send. What worked? What didn’t? If you’re not continually learning, why are you bothering at all?
  • Remember to review automated flows at least quarterly. Optimisation comes from continual rounds of testing and reviewing.
  • Remember (most importantly) that at the end of every email address is a real person, with real needs and real value. Treat your list members as just another number at your peril. Treat them with respect and engage in ongoing dialogue and your brand will flourish.

Commit to email marketing

If you’re venturing into ecommerce email marketing for the first time, it’s true that setting up some fundamental flows can achieve some awesome results. But if you just set and forget, you are likely to see diminishing returns over time.

However, if you’re serious about email marketing – and if you’re in ecommerce, you should be – you need to commit to ongoing optimisation.

Whether you choose to outsource this to an agency or consultant, or keep it inhouse, is likely to be determined by budget constraints or personal preference. You choose which works best for you.

But either way, forget ‘set and forget’.

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