"Problem, problem, problem
The problem is you
What you gonna do with your problem
I'll leave it to you
problem is you
You got a problem
What you gonna do?"
What, you never got inspired by a Sex
song? This one has been on my mind as I think about why some email marketers get things done -- solve major problems, launch creative initiatives, win praise and awards and rack up major
revenue for their companies -- and others don't.
It's easy to blame outside forces for failing to launch, as I discussed in my recent Email Insider "'It's IT's Fault
.'" But I've seen marketers in one-person departments with
minuscule budgets overcome these challenges because they take responsibility for their own successes.
Research highlights disconnects between awareness, action
Email marketers grasp the benefits of automation, according to a 2014 Econsultancy study. But in this study, as well as 2015 and 2016 updates, found marketers
blame the same three factors for not implementing automation: They lack time and resources, as well as the ability to do the data integrations that automation requires (43%, 40% and 37% respectively
Marketers also are clear on personalization, according to a Demand Metric study published in eMarketer. Why aren't they using it? Lack of technology (59%),
lack of bandwidth and resources (59%) and lack of data (53%).
4 common problems, 4 creative solutions
often figure into the time-resources-ability gap, impeding progress. Don't let them hold you back from moving ahead, though. Here are four common situations and four strategies to overcome
1. You're not permitted to fail.
The problem: Working under management whose philosophy is
"Failure is not an option" stifles creativity and innovation and creates a team of risk-averse people. Progress is almost impossible unless you can prove a new strategy will work right out of the
The fix: Start small. Instead of proposing a fully personalized three-step cart-abandonment program, ask for enough budget to launch a simple
reminder, or see what else you could try with the budget you have. Being able to show a win might loosen the company purse strings.
2. Management seldom approves
your budget and resource requests.
The problem: Your nickname for your boss is "Dr. No," because that's all you hear whenever you propose a new
program, training or other expenses related to improvement.
The fix: What drives or motivates your boss? What keeps him/her up at night? Tailor your
approach to push those particular buttons.
If your boss worries about looking bad, look for case studies that demonstrate how your suggestion worked for others. Show a
bottom-line boss how much money your idea could make or save, or how much the company is losing now by not changing.
3. You're not sure what you should do to get
better results from email.
The problem: You know your email program could generate better results, but you don't know what you should be doing
to improve. You test and tweak, but you're so consumed with getting campaigns out the door that you have no time for anything else.
: Look for
the fulcrum of your business or marketing program -- the key aspect of your business that drives success in your customer’s lifecycle or relationship to ensure future revenue, repeat purchases,
engagement and loyalty -- and think about what you could improve to make significant email changes. (See more about this strategy in this Email Insider column
4. You're using the wrong processes.
The problem: Your team relies on old technology or workflows because that's what they have
: Step back and look for opportunities where you could rethink your approach. This Email Insider column
suggests ways you could apply this strategy to subject lines, among other areas.
All of these suggestion have one key element in common: Figure out what's holding you
and your team back and how to overcome it. That's the most important first step you can take.
Until next time, take it up a notch!