I recently returned from a trek into the Himalayas to the Everest Base Camp (EBC), situated at an elevation of 17,800 ft. When hiking uphill at such high altitudes, it’s pretty hard to just breath let alone talk. So I had a lot of time on my hands and it led me to thinking about the similarities between my journey and organizations attempting to reach new heights with email marketing. I pondered about all of the campaigns I’ve seen in my 15 years of experience in the email industry.
There’s always more than one road to your destination
There are a couple of ways to get to EBC: one is by trekking for eight days to slowly ascend by walking 7-12 miles per day and the other is to take a helicopter. The eight day trek allows you to acclimatize yourself to the altitude every day, assess how you are feeling along the way and provide you time to make adjustments. A helicopter to EBC will certainly save you seven days, but also comes with a price to pay: symptoms include altitude sickness, nausea, loss of appetite, headaches and an assortment of stomach issues.
If we think about that in relation to email marketing, the slow ascent allows the marketer to observe, test and adjust campaigns based on the landscape. The helicopter route might yield very short-term successes, but eventually will lead to “email marketing altitude sickness”.
Save the helicopter ride for the amusement park or a tour of the Grand Canyon and start your email marketing journey the right way, one step at a time. You’ll be glad you did.