What are some things you look for when your results aren’t what you’re hoping for?
Tim: If you set goals in the beginning, you can really see where you’re falling short. It could be something as simple as your open rate. But sometimes, that’s just the tip of the iceberg.
If you look at open rates, for example, run some A/B testing. Maybe you didn’t get the messaging right yet, or your emails may be too long. Maybe you didn’t specify what kind of value you’re bringing to the customer. It could be something as simple as having sent it at the wrong time.
I wouldn’t immediately start questioning your strategy. If the problem keeps popping up, though, then there could be something bigger behind that. Maybe you did focus on the wrong customers. Maybe the product or service you’re offering is a poor fit and needs to be tweaked—but again, I wouldn’t jump to that right away.