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“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline” – James C. Collins, Good to Great
Last February, people in the U.S. and around the world watched the Denver Broncos win the Super Bowl with a stifling defense and one of the best quarterbacks to have ever played the game. The headscratcher in all of this is that, while Peyton Manning was good in the game, the Broncos’ defense was great. The defense won the game for the Broncos. They will likely go down in the history books as one of the best defenses to have ever played in the Super Bowl because they completely shut down the best offense in the league. The margin between being good and great can be razor thin or so incredibly wide that there really is no comparison. It was the latter in the case of Super Bowl 50.
The difference between a good and a great email program is somewhat subjective, depending on whom you ask and what you measure. However, to go from good to great is a pretty hard hurdle to overcome. At Trendline, we believe that if any organization wants their email program to be great, they can do it. It takes the right investment of resources, the right strategy, the right analytics, the right data, the right testing culture, and a few other tailored key areas that we uncover when we engage with that company.
Great email programs evolve and optimize over time. They don’t appear overnight or with just a couple of tweaks. They don’t happen with a few neat new tools or a template refresh, and they certainly don’t happen if you don’t commit long term to consistently trying new things (even if you have tried them in the past). I think we can all point to companies we have either worked for or with in the past where we saw first-hand that the program was good, but when pushed to move it to greatness, it was met with resistance, complacency or in some extreme cases arrogance.
I would like to leave you with a few questions that you should ask yourselves as professional email marketers:
I only know of a few great email programs, and even those could stand to be optimized. It’s an iterative process and one that pumps me up every time a new client comes aboard.
Make it count. Make it great.