The eMarketing sand dune
Lessons from Moreton #1
Each year the team at Vision6 goes to Moreton Island for a team building weekend. A part of this weekend is an 65 degree uphill crawl to the top of the sand dune.
This leg burning activity left me gasping for water about half-way up. Ahead of me by a few steps Mel (our training manager) left a bottle of water in the sand – giving me the motivation to take a few more steps up the hill. However, just I reached for my prize she moved it another few steps higher in the dune at which point, crying out “No!” I leapt up the hill and grabbed it.
This experience illustrates how easy it is to be distracted by false goals. After all, once I’d had my drink I still had to get to the top of the sand dune so I could gaze at that beautiful view.
When you are setting up your emails it can be easy to slip into a frame of mind whereby you are aiming to send your email and see the send as the final part of your campaign. It is important to remember that your actual goal is what you hope to achieve through your email send whether that is: brand awareness, website visits, downloads, sales or enquiries.
My challenge to you is to take a moment to re-affirm your eMarketing goals and make sure they stay top of mind. Even if you just write your goals on a post-it near your monitor it will help you to focus on what’s important.