Do you remember the story about Humpty Dumpty - the story of an innocent egg falling, and with no hope of repair? Did you ever think about the moral of that story and realize that you aren’t supposed to sit on a thin line without proper precautions? Well, the moral of our dear Humpty can also be applied to your email marketing efforts.

Imagine “Humpty Dumpty” as your marketing efforts, “the wall” is that fine line between successful/unsuccessful marketing, and “all the king’s horses and all the king’s men” include you, your marketing vendors, and the ESPs.

In a world filled with so many marketing ploys email recipients can be picky about what they like and what they don’t like. So if you cross the line of abusing your recipients, chances are you won’t be able to glue your shell back together and start over again. You have to be cautious with your strategies. Fortunately, if you’ve been reading my previous blogs, you already know that there are measures you can take to prevent your marketing efforts from breaking into unfixable pieces.

My previous blogs simply asked a few questions, and as simple as they may sound, it does take some hard work, but the pay-offs can be substantial. So let’s recap:

• Do you have a clean list?
• Are you sending relevant content?
• Are you targeting active members?
• Is your branding consistent?
• Do you ensure that your communications are clear and understandable?
• When you execute campaigns do you really dig deep to uncover true results?

If you tie all of these pieces together, you can prevent that dreaded fall. But if you choose not to, do realize that there’s a greater potential of sabotaging your own success. You may just get yourself to a point where the ESPs and your marketing vendors are unable to produce fruitful results for your future endeavors.

First impressions are everything, so take your marketing seriously, and don’t let your Humpty Dumpty have a great fall!

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About the Author

Ghia Espino is an account manager at Lyris. She strategizes with clients to improve their online marketing performance and works as their Lyris advocate.

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