If you’ve seen Zombieland or The Walking Dead you know that there are rules for staying alive in the midst of a Zombie plague. I know what you’re thinking, “How can I apply those rules to my email marketing?” No?!
Okay, surviving the (un?)likely event of a post-apocalyptic zombified wasteland might take priority over the success your email marketing efforts but given the season, and my fascination with Zombies, it seems appropriate to share a slightly modified version of these rules with you now.
- Cardio. Like outpacing a Zombie hoard you must be able to run your email marketing program for an extended period of time. No sprinters here. If you’re going to survive thrive, endurance is key.
- Double Tap. It takes at least two gunshots to safely deal with a Zombie. This is the same when dealing with customers and prospects. You’ve got to tap them again and again and again to demonstrate your value.
- Beware of Bathrooms. You are at your most vulnerable to a Zombie sneak attack when you are in a bathroom. If you become comfortable and relax for too long; your email marketing program can run into the same problem. Be vigilant. Keep testing. Always be on the lookout for opportunities and dangers.
- Travel Light. It will be harder to out run a Zombie if you’re carrying more than you can handle. No dead weight. This goes for both the objects and people (practices and vendors) you carry with you. If they can’t pull their own, ditch ‘em.
- Dress smart. Clothing should be tight-fitting and purposeful, with easily accessible pockets. The same holds true for your emails; tight in their construction, purposeful in their message and accessible across mobile devices and desktops.
- Limber Up. When entering a Zombie zone you’ll want to be as limber as possible. Have everything in order before pushing the “go” button. Your contact strategy. The creative. Landing page. Sales support. Let’s do this!
- Know your environment, use it to your advantage. Outside of their apparent supernatural sense of smell, Zombies have limited insight into their surroundings. You’re no Zombie. Observation and information are your most powerful weapons. Previous purchases, subscriber behavior, stated interests, calendar dates. Data is the next best thing to Zombie repellant.
- Buddy System. Never, ever, ever, under any circumstances shall you EVER go anywhere alone (yes, this includes the bathroom). You can’t always see a Zombie coming from every direction. Having an email marketing partner can be a huge help, preferably one with extensive Zombie hacking experience. They can be objective to things you may not want to see, try or do; helping you save time and money.
- Enjoy The Little Things. When fighting Zombies you’ll need to take time and entertain yourself (and your subscribers) every chance you get. Enjoy getting to know your clients and enjoy testing new ways of selling. Enjoy the added-value (e.g. branding, social sharing) that email marketing can provide. Have fun but never rest.
This list is intended to be a living document, designed to be passed from survivor to survivor. Please comment so that we can add, edit or consolidate these rules. Our future depends on it.