I try to remind myself of this simple mantra and make it the basis for all our marketing communications. It goes something like this: <strong>1. Did it work?</strong> <strong>2. Why did or didn't it work?</strong> <strong>3. How can we make it work (or improve it) next time?</strong> Simple but effective. You'd be surprised how many people simply do the same thing over and over again without huge success. Sometimes people say 'It's the way we've always done it'. Oh dear. No wonder the results are poor. If it's not compelling or relevant or remarkable it doesn't matter how many times you do it, it ain't gonna work too well. If an email campaign didn't get the results you set out to achieve you need to found out why. Why does that landing page have a high bounce rate? Analyse and find out. If you don't you're going to enter a groundhog day scenario: same results over and over again. There are plenty of tools to help you analyse your campaigns, use them and make sure you know why things worked - or why they didn't. If you don't, as Bill Murray said, it's going to be a VERY long day.
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