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Testing new launches, products, emails, promotions and whatever you’d like to have can give you the sense of control, that the risks will be minimized and success guaranteed. Life’s not like that —FYI neither are automations in new tech stacks. However, if you get to own what comes with it —good or bad. If you get to be mindful of what you’re trying to achieve, and have your customers at the core of it, you’ll have a better chance to reframe things. And embrace the unexpected. Like a “small” mistake today for me. With a client. Meant to send 20K subscribers through an automation with a series of 3-4 emails that would happen over 16 days, as part of a long-time migration and trying to get the business to warm up leads. To help them go from “me, me, me. We’re the best. Buy from me.” into “Here are things you (dear customer) might find valuable for your business.” Messed up with a tiny detail and sent 90 000 emails to ∼ 20 000 subscribers. In 2 minutes. Yup. Shit did hit the fan. However, the emails were all focused on them, not on what the company could do. Or what the company sold. Not even on trying to convince them to buy. Replies started coming back. Most of them saying: “Thanks. We’re not interested.” → Good signal. The business won’t focus resources on something that will not happen. “I’m unsubscribing.” → Good signal. They found an easy, visible way to get off something they don’t care at all. “I’m interested. Send me more info.” → Good signal. Worth exploring. “Damn! I forgot to send my Purchase Order! Please send me the invoice.” → Good signal. $$$ Here’s the thingIf you focus on your customers, even when they get a blast of emails, it’ll be simple for them to take an action —however you design that action to happen. It’s your job to help them. Not to convince them. When they see that, you’ll be fine. Even with “big” screw ups. PS.- Got only 400 unsubscribes. ✌️ |