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An Excellent Email Marketing Adventure

CarlinCaptureOne of the most defining movies of my childhood was “Bill and Ted’s Excellent Adventure.” I’m not ashamed to admit this–in fact, I’m proud of the fact that this movie got me interested in both music and history.

(Note: This post was originally written back in May of 2010 and is another one that was founded courtesy of the Wayback Machine. Rather than post it back in the archives, I want to post it here now because, well, I love Bill and Ted’s Excellent Adventure.)

But before you scream “Shut Up, Ted!” at me, the question now is what can Bill and Ted teach us about email marketing? The answer, my friends, lies in the following exchange:

Let’s break down why this exchange is important for email marketing:

Tools and knowledge are critical for success

Bill and Ted are looking for the easy way out in becoming a super band. A “most triumphant video” and Eddie Van Halen mean they won’t have to work for success. Good, world-changing email marketing doesn’t work like that.

Building your knowledge of best practices and a tenacity for testing those practices is a critical element of success. Giving yourself the tools to build and use your knowledge is also important. Some takeaways:

  • If you’re a marketer with an ESP, utilize your ESP’s available resources.
  • If you don’t have an ESP, consider it as a viable tool. Also, consider lobbying for the resources to make yourself a better email marketer.

Hard work begets success

In his excellent book, Outliers, Malcolm Gladwell has a chapter about rice paddies in Asia.  Gladwell’s big premise is that the harder you work on your rice paddy, the greater your yield of rice will be. There is a direct correlation between the level of work and the yield.

Email marketing is much the same way. It’s not a get-rich-quick scheme. The harder you work on your campaigns, the better they will perform. It’s that simple.

You could be a game-changer

Remember the whole premise behind the “Excellent Adventure?” Bill and Ted have to work hard to pass a history final so they can go on to create excellent music and change the world.

You can change the world, too. Just remember this:

Be excellent to [your subscribers] and party on!

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