What do successful email marketers know that those struggling with their email campaigns do not?
By Polly Hall
Levels of success in email marketing are like understanding the differences and complexities between standard chess and three-dimensional chess. Both games require skill, understanding, and practice; but leave out any one of the components on any level of three-dimensional game and you will never win.
What does it take to win in the 3D Chess of email marketing?
Only you know your sales cycle, and how long someone may go dormant before the lead is lost. That said, it is very important to try to get them to engage with you again, if you are able.
Although it is emotionally hard to do and sometimes feels counterintuitive, by removing the non-engaged from your active subscribers list, you will:
More About 3D Chess
The phrase "three-dimensional chess" describes complex, dynamic systems with many competing entities and interests. These could include politics, diplomacy and warfare. To describe an individual as "playing three-dimensional chess" implies a higher-order understanding and mastery of systems beyond the comprehension of their peers or ordinary observers – those "playing" regular chess.
For the highest levels of performance and success, the email marketer cannot focus solely on one level of their email game. They need to be aware of how each aspect of an email campaign affects the others.
In single-level chess, you may have done everything right: you crafted the perfect message, conceived a clever call to action, and delivered it at the exact right time. Yet somehow less than optimal results are achieved. When there are unsolved elements of your email marketing campaign, performance suffers.
Here’s a graphic showing the three key parts of the email 3D chess game: Strategy, Message and Delivery.
When working with a company like Net Atlantic that excels in the three-dimensional email marketing chess game you can be confident that all integrated levels are being monitored and strategized to help you get the best results from your email marketing campaigns.
“Hope, my friend, is not a strategy.”
Resources
Chess Variants information on 3D chess from Star Trek with video clips
Play chess online at chess.com
Wikipedia entry on Three-dimensional chess
Email Campaign Intelligence & Data Services