The Lunch Pail

Editorially speaking, there's no topic as tried-and-true as New Year's Resolutions. No matter what the subject matter there's always a way to create a list of things you'd like to do better, do more, (do less), or simply shoot off predictions from the hip. Therefore, I humbly submit my pithy and profound resolutions for 2009.

Build case studies
This sounds both obvious and easy. Well… so is the resolution to lose weight or save more money. In theory there is no reason this should be any issue whatsoever. It’s a desirable outcome that is central to business growth, and frankly, doesn’t strike me as difficult. The reality is when we get so tied up in crossing the next hurdle, solving the next big problem, it’s difficult to take a short breath and look back at the accomplishment, and objectively analyze the situation while bringing the merits into relief. More often we turn our focus to the next hurdle in front of us. A well-constructed case study is nearly priceless in illustrating a salesman’s unique selling proposition. The case study is the “a ha” moment. Or, at the least the tinder to ignite the “a ha” moment. (A good case study does not mix its metaphors). I resolve to take the time, to understand the problem-solution juxtaposition objectively, and to invest thoughtfulness and passion in the craft.

Test and optimize campaign frequency
Knowing how often to touch the contacts on your in-house email list is difficult. There are subjective, gut responses that many of us use based on any number of published Best Practices, warning us to minimize churn by limiting frequency. But, you never know for sure unless you invest the time to test your frequency specifically, which will involve isolating and maintaining a distinct test group for a long term. Whether you’re testing the overall return on sending more frequently or less, this can be a harrowing prospect. But, until you take the pains to test your hypotheses, your email performance will only be as good as the subjective assumptions upon which your program is based.

(Reference my input for The Lunch Pail’s “Good or Bad Online Shopping Experiences in 2008” post, regarding Omaha Steaks’ email frequency. As of the time I’m writing this article, I have not yet unsubscribed from Omaha Steaks’ list… but I am close. Since 12/8 they sent an email every day except 12/13, 12/24 and 12/25.)

I’ll add the other three resolutions on my list on Monday. Provide your feedback below!