What not to do in a recession

We’ve talked about not chopping your budget to pieces during a recession. And you’ve probably heard me preach a few words about “staying in the game”, instead of waiting on the sidelines to see how the game plays out. But what are some of the little things to be aware of, when it comes to your email marketing, that you shouldn’t do?

Email is cheap but it’s still not the only marketing vehicle out there. Add it into your mix, but don’t rely on it exclusively. Some customers have yet to engage when it comes to email marketing.

Bigger is not better when it comes to lists. Don’t focus on just growing your lead list or having thousands sign up for your email newsletter. Instead, focus on having smaller lists of higher quality leads that will ultimately produce better results for you. This means knowing your target audience, creating segmented niche lists, and giving those on those lists exactly what they want.

Don’t assume all your leads and customers want to hear from you all the time. It’s easy to go into panic mode and blast your lists with a frantic flurry of promotions, deals, and information too much. It’s your job to understand your customers and find out what they want and when. Too much of a good thing can sometimes be… well, too much.