Good Idea, Bad Idea

Sometimes the difference between a good idea and a bad idea is in the execution.

In marketing and other areas of growing a business, two people may execute an idea along a same line but may see very different results. Let me explain this with an example.

E-mail nurturing is a powerful way to engage with your prospects to grow business. Two different organizations send out relevant emails to their prospects on the same day and yet have very different results. Here are tiny details that I have seen can make a huge difference.

  1. Time when the email is sent out. Is it sent out immediately when a prospect shows interest or an hour later? We have seen that best results are seen when an email is sent immediately while they are still on your website or toying with your product. An hour later, in some cases even 30 minutes later will not show the same result because someone else may have engaged them already.
  2. Both sent relevant content. But one personalized it further by job title or the industry the prospect belongs to.
  3. One sent an HTML email that screams, “marketing content!” and the other a plain text email that seems more personalized and a better chance of being delivered and read.

These seemingly minor differences can draw a line between success and failure.

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