A Lesson in Repetition

Here is the wildly popular Viral done by Ray Ban a month or two ago:

And now, the sequel - out within the last few days:

So the first one worked - a raging success in terms of views - over 2.7 million to date. It was quirky, cool and had the mystery of “how the heck did they do that?”, that made you pass it on to your friends. While the sequel is pretty intriguing, does it feel like it could have nearly the impact of the first?

Think about that great email campaign you put together that achieved that great open rate a phenomenal response rate and discussed a topic that was currently hot and cutting edge. You’ve set the bar high for future emails, both internally in terms of response and externally in terms of a great deal or great content.

Next email you begin to create think about why the last one worked and don’t simply create a duplicate of the last one. A copy is never as good as the original - Think about how to create the great next original and your metrics will continue to soar.

Email and Survey Uses

What types of things are you using email for?  Likely you are sending promotion information and newsletters if you are reading this blog, but how many of you are using email to drive webinar registrations, conference call invitations, distributing whitepapers or sending out event invitations?

Email paired with a survey tool  can provide an extra depth of knowledge for you and your team.  Host a webinar or conference call on industry best practices and let your contacts know via email.  If the call to action in the email is a sign up form, you have the ability to gather extra pieces of data that you may not have know about your customer.

If you are able to offer a whitepaper, give it away for free in exchange for information.  Ask the right questions, like “Of our newest product, what feature has the largest impact on your business?” and you’ll learn how to better segment your contacts for more relevant future communications and ultimately drive more revenue as you offer more relevant solutions to your contacts.