00:00:06.060 – Joi Brooks
Let's talk a little bit about when a business is ready.
00:00:11.270 – Ada Barlatt
Yeah, I really feel like most of the answers to the questions you pose, Joi, it depends. But if I were, in terms of time frame, in terms of where particular businesses are when they start this, when they go down this path, but one thing that comes to mind for me is being ready to invest.
00:00:32.970 – Ada Barlatt
Now, that investment may be with an external consultant like any one of us, or it may be even internally, to have some capacity within your staff, to have some funds to hire an external expert, if you found necessary.
00:00:48.600 – Ada Barlatt
But I have identified this as something that you want to invest energy into, because I find that, and I would love to hear both of your thoughts on this, sometimes organizations start this process and they're not fully in the mindset of, this is an investment that I'll put a little bit of time in now and it will pay off, many, many, many times over as they go forward.
00:01:13.410 – Ada Barlatt
If you're not interested in putting that time and energy in upfront, then it really will end up being an exercise that is not helpful at all.
00:01:25.170 – Ada Barlatt
And so for me, the big thing is the mindset and the preparation to invest and to learn as well, because there lots of new lingo, there's lots of new features, there's lots of new aspects to these experiences that you're crafting for your subscribers. And so being ready to invest and ready to learn, I think are the two big things for me.
00:01:48.660 – Joi Brooks
So I understand what you're saying. So basically a company is ready when honestly, when they can invest their time and energy into it. If they're just willing to jump into it, but they have no resources, they're half ready?
00:02:02.910 – Ada Barlatt
00:02:03.600 – Joi Brooks
They're ready to read about it, but they're not ready to roll it out.
00:02:09.010 – Ada Barlatt
00:02:09.230 – Joi Brooks
Emily, do you have any thoughts on that? Or [crosstalk 00:02:11]
00:02:12.240 – Emily McGuire
Yeah, I mean, usually what I find is very similar to Ada has said. And mean I should just be like, what Ada said.
00:02:25.530 – Ada Barlatt
No. [inaudible 00:02:25].
00:02:25.780 – Joi Brooks
But how long do you feel that this type of a process should take? Because, assuming that they say, well, we a staff. We're ready to go. We have resources. How long is this going to take? It could take a long time.
00:02:45.600 – Emily McGuire
Yeah. Well, I mean, when somebody-
00:02:48.130 – Joi Brooks
Who's got the drawing board?
00:02:49.770 – Emily McGuire
Oh, yeah. Basically what I find is when people are ready to start this process, is when they say, “We have some email going and we know we could be doing more.” And then like Ada said, well, then they have to decide, are they ready to invest in doing more? And is that allocating internal resources to this? Because it takes a lot of time to research and it takes a lot of time to build these things, and then it takes a lot of time to tweak and optimize for your audience.
00:03:30.660 – Emily McGuire
And so yeah. So then you have to decide, do you have the expertise in-house, or are you willing to allocate the time and resources for somebody to get that expertise? Or do you go outside of the organization and hire somebody to help you at least get it started?
00:03:47.190 – Emily McGuire
And I do something very similar to Ada. We map out an email program. And it doesn't all have to be done right now. Like, ideally, yes, it would be great.
00:03:57.210 – Emily McGuire
But having at least one thing checked off on your customer journey with email, is better than having nothing. And then that stuff needs to be tweaked and edited over time for your audience.
00:04:13.410 – Emily McGuire
You can make all of the assumptions and do all the research about an audience ahead of time and look at all the best practices. So best practices are very general and they need to be tailored to your audience, your company, because, I mean, everybody is different. Every business is different. Every audience is different.
00:04:37.110 – Joi Brooks
00:04:38.610 – Ada Barlatt
00:04:38.610 – Joi Brooks
I've seen welcome campaigns that take a month and it ends up, it's one campaign. But I've seen win-back campaigns that are branched. So yes and no, with conditionals, and they go off and do different things, specifically different things. And those can take two, three months. That includes testing because you do want to test it before it goes out to prove that, okay, are they able to go to the survey? What happens when they go to the survey? Are they getting that confirmation when they hit the [inaudible 00:05:14].
00:05:14.630 – Joi Brooks
I mean, all of the different things that can go on during any type of a journey, you want to test it out and you want to test out what happens if they do this? What happens if they don't do this?
00:05:27.010 – Joi Brooks
So yes, it's investment. It's not to be taken lightly. Unfortunately, most people will. Actually, they hear this, they'll throw it at the wall again. But you will get so much more out of an invested journey than just throwing it at the wall.
00:05:45.910 – Emily McGuire
00:05:46.030 – Joi Brooks
You won't get any data out of just sending out campaigns.
00:05:50.650 – Emily McGuire
00:05:50.860 – Joi Brooks
You will get… not only will you get data, but you'll also be able to identify personas in your list that… perhaps VIPs, perhaps are those engaged, perhaps need more nurturing.
00:06:05.350 – Joi Brooks
Whatever the situation is, after the journey is done, and you do have some strategy, some benchmarks and some goals, they're able to then segment on that journey, given that you've strategized each and every email and not just throw it at the wall.