"February" comes from the Latin word februum, which means purification, and is named after Februa, a Roman cleansing festival held each year on the 15th of the month. No wonder spring cleaning is an annual ritual come March.
There has certainly been plenty of "purification" happening out there. Whether it's in the form of company bankruptcies, general detox, or corporate housecleaning, systems as well as and organizations are restructuring and, in some cases, undergoing seismic change.
What does it mean? It means challenge, certainly, but also opportunity. For email marketers, it means now is the perfect time to critically re-examine our programs, campaign processes, and messages with a fresh, unbiased eye. Time to sweep away the cobwebs of inefficiency or neglect that might have accumulated in less-scrutinized times.
Yet with teams and budgets shrinking, or at least holding steady, the problem remains the same: Do more (often, with less). Your very survival depends on maintaining or increasing revenue and performance.
The burning question: How—without taking undue risks? The answer: Improve what you have already.
Start from the ground up, making sure your fundamentals are sound. There's no point building on a shaky foundation; now more than ever is the time to shore up. Clearing the clutter in your email marketing not only ensures short-term gains in performance but also strengthens long-term value.
Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup:
Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.