“Direct marketers realize that measurement is the key to success. Figure out what works, and do it more!”
Purple Cow– by Seth Godin, page 59
This directive probably can be filed in the same category as flossing and cleaning behind the refrigerator. Everybody knows that it is in their best interest, but very few people find the time to do it.
There is an old saying that reminds us “what gets measured gets done.” The reason why we do not “measure” our marketing activities is two fold:
(1) It takes time and attention, and
(2) When push comes to shove, most of “us” are lazy slugs. (Notice I am including myself in this dispersion.)
If what Seth says is factual, that success is a result of measurement, then perhaps it is time for us begin paying closer attention to which actions are working better than others.
It makes sense to test headlines, determine which days are best to send email promotions, and decide whether your fees are too high or too low. But since “marketers hate to measure,” let’s see if we can tip-toe into this without breaking out in hives.
Here is what I want you to do to “break the ice” and help you decide for yourself if measuring can help your cause. Write an email to twenty different clients asking them for their opinion. Split the group into two with ten clients in each group. Write a slightly different subject line for each group. Send the emails. See which Subject Headline works best. You are now a Measurement Aficionado.
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