Friend of mine was complaining about her job, and in this recession, she still wanted to bail from her job. I started thinking about the jerks I’d worked for, and how, if I was in her situation, I’d probably treat it like school. Because when you know something is bad, you can only get better. I’d try different techniques on said boss, to try and figure out the best method. And, when I switch jobs, at least I’d have learned something. In a way bad situations give us a freedom to experiment and test that good situations can’t afford.
Same with email campaigns. Think of how creative we get when things get desperate, when options get slim. You try and spice it up with new copy, invigorating creative, shuffling around send times. You integrate other services in the company, try to get access to more data, and other tricks. Now is the time to try something new.
For that matter, failures are interesting. Looking back at your history, why did certain campaigns, strategies or methods fail? What were the flawed ingredients? Have you tried to recreate things or just run away in shame?
Some of my biggest failures made me realize the risks that I can stomach, and some that I can’t. And that informs the risks I take in the future.
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