Posted by Scott Cohen On June 7, 2011 in story time I 0 Comments
“A new species is being born. Help me guide it, shape it, lead it.”
Professor Charles Xavier – X-Men: First Class
If Charles Xavier were an email marketer rather than a brilliant telepath building a school for mutants, would that quote change very much? Not really, because in a sense, we’re all mutants.
Yes, I said we’re all mutants. Our ideas, preferences, wants, and needs change constantly over time. What was true about us five years ago is not necessarily true now.
As humans and companies, we are in a constant state of mutation. What our companies offer in terms of products and services mutate to the ever-changing environment in which they operate. And our tastes and needs evolve in a similar fashion, a constant push-and-pull between provider and customer.
Is your email marketing program set up to handle these mutations? Or do you resist change, believing it to be “dangerous” to your program?
To keep a firm handle on all of the mutations going on in your email marketing subscriber list, it’s important to understand the value of your data—the data you are collecting, and the data you’re not. With email being the most leverage-able medium for data, you have the ability to adapt and provide the most relevant message for your subscribers at all times.
Everything you need to adjust for the mutations in your program is there in your data. Use the tools you have and create new ones if you must. But those who adapt will survive. Those who don’t, won’t.