Does The Zodiac Drive Your Email Program?

What’s your sign? Worst pick-up line ever, right?

But if you haven’t heard yet, your once go-to answer now needs to change. Turns out everything we have believed about the signs of the zodiac has been wrong. The fact that I can no longer say I am a Gemini rocks me to the core. OK, it doesn’t, really, but I have always been a Gemini -- now I am a Taurus. Go figure.

Here's the deal:according to NASA, the math and science behind the zodiac has always been wrong. And if you were born in late-November/early-December, then you're really going to be surprised, as there is now a 13th sign of the zodiac, and it is all yours -- surprise, Ophiuchus!

But what does any of this have to do with your email program? There are two key takeaways to keep in mind to ensure your email marketing stars align: content and mindset.

Let’s start with the most direct impact. If your brand leverages horoscopes as an element of content or targeting, you may need to rethink your approach. For example, Loft uses horoscope content within its emails and on its Web site as an opportunity for consumers to read their horoscope and shop their horoscope.



Augmenting the content to include Ophiuchus, the new sign, shifting the dates of the existing signs and aligning the shopping experience to recognize the new reality for the zodiac are tasks that need to be tackled.

Other brands even base dynamic content on characteristics of zodiac signs, especially for an audience where horoscopes may be taken pretty seriously. This, too, needs to be readdressed.

But broader rules apply here. Things outside of our control, in pop culture and around the world, are evolving all the time. Email programs must allow us to be nimble enough to adapt to these changes in near real time.


Now, not every brand is going to be as directly impacted by the changing zodiac signs like the examples above, but they do help us realize this: shaking up what one believes, regardless of the science, or the logic supporting the shift, can be a hard thing to digest. This is an important lesson to learn in both life and email.

So if you have plans to change things up in your email program, whether it is your content, email template, or your overall strategy, ease i to it slowly, make your case tactfully and thoughtfully, and be careful not to blindside your audience.

It can be hard to go to bed one night a Capricorn and wake up the next day a Sagittarius.

2 comments about "Does The Zodiac Drive Your Email Program? ".
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  1. Ivy Steputis from CosmoProf, December 8, 2016 at 3:43 p.m.

    Some key things affect this premise.

    If your program is truly based on astrology, more than likely, it is based on Tropical astrology. Tropical astrology doesn't use this 13th constellation. Thus, no change. There are MANY other constellations, but they aren't used as Zodiac signs under tropical astrology. Do they have influence? In their own ways.

    If your program is based on Sidereal astrology, again, no change. It's already been accounted for under *that* particular structure. 

    And lastly, the link you used from NASA begins with the following...

    Did you recently hear that NASA changed the zodiac signs? Nope, we definitely didn’t…

    …Here at NASA, we study astronomy, not astrology. We didn’t change any zodiac signs, we just did the math. Here are the details:

    First Things First: Astrology is NOT Astronomy…

    Astronomy is the scientific study of everything in outer space. Astronomers and other scientists know that stars many light years away have no effect on the ordinary activities of humans on Earth.

    We are back to... no change. Astronomy is not Astrology. NASA doesn't really get into that business!

    The moral of the story otherwise, that change can be difficult, so a successful transition relies on careful planning and tactful execution? Spot on. :)

  2. Paul Evans from ChartLocal, December 8, 2016 at 3:43 p.m.

    The zodiac switcheroo is an old hoax ( ... seriously?

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