Email Marketing: Time to change direction?

So your email marketing campaign hasn’t been as successful as you had hoped? What are you going to do? Give up on email marketing? Keep going? Or is it time to change direction?

We all know that is important to know when to quit. There are numerous expressions about quitting while you’re ahead and flogging a dead horse. But, it is equally important to know when to keep going and when to change direction.

If your email marketing campaign hasn’t been as successful as you had hoped, it is easy to simply give up. Maybe the initial results seemed positive but recently the analytics have been positively depressing. Many people in that situation would think it is time to give up on email marketing and look for a new digital marketing solution. 

However, email marketing agencies and experts alike will tell you not to give up! After you have worked so hard to build up your email list full of targeted customers, don’t let those leads go to waste. On the other hand, we all know continuing with your current strategy isn’t going to help either. Einstein defined insanity as doing the same thing over and over and expecting different results. 

So, if you’re not going to give up on email marketing all together and you’re not insane enough to keep on the same old track, it must be time to change direction. Changing the direction of your email marketing strategy will look different for different people. It might mean rethinking your visual style or perhaps doing a purge of your email list. 

Here are some of the top signs that it is time to change direction and what you can do about it:

Your products have changed but you email marketing strategy hasn’t

Now is the time to take a step back and look at your company and the products or services it offers. Has anything in the company changed, for example the products you offer, your target audience or product differentiation? If your email marketing strategy doesn’t keep up with these changes, it simply won’t be an effective tool for you company.

Repeat after me: stop being so repetitive

If you are churning out the same things over and over again then it’s no surprise that your audience have switched off. They’re not listening anymore. What can you do to get their attention? Maybe it’s time to switch up your visuals or highlight a different aspect of your company or product. 

Move with the times 

Technologies are developing fast and the world of email marketing is no different. If you are not using the latest tools and tricks, you could be missing out. Any good email marketing company will use state-of-the-art techniques to offer you the best services. 

Targeted. Personalized. Segmented.

If you are not sending specifically targeted and personalized emails to your subscribers based on their segmented characteristics like location, behaviour and profile data, then you need to change direction. By creating segments of your email list you are able to ensure that your message is tailored and you build a relationship with your contacts.


Are you ready to change direction? Perhaps, you don’t know where to start. Maybe it is time to consider using email marketing agency services. Whatever you decide to do, don’t forget to take a step back and see in which direction you are heading and if that’s really the direction you want to go.