August 23, 2016

The Email Marketing Wave Machine

The chap below was an oceanographer named Walter Monk. Monk played an important role in the conclusion of World War II.

Walter Monk

The Allies knew that the amphibious landings in North Africa and France would fail if the waves were above six feet tall. Monk’s job was to figure out how tall the waves were going to be, and select appropriate invasion dates.

Monk realised that the size of a wave was proportional to the distance it had travelled and the wind energy injected into it in the original storm.

Monk also knew that waves from a storm would persist over remarkable distances. After the war Monk wanted to know just how far a wave would travel. He set up measuring stations throughout the pacific and followed waves created by Antarctic storms.

The waves would travel up past New Zealand. Up past Samoa. Up past Hawaii. Eventually the waves would break two weeks and 7000 miles later on the shores of Alaska. By this point the waves would only be a few millimetres high; the sort of wave that gently rocks a sailing boat as you step into it.

Sending out regular emails is like building your own wave machine.

If you want to deliver an important message the regularity of the waves is more important than the size.

Most marketers are busy trying to cook up a tidal wave. One killer giant promotion than will generate all required sales between now and the end of time.

You know you’re cooking up a tidal wave when your email planning takes up an entire wall in your office.

If you’re doing this you need to stop. Just pick part of your plan and get to work making waves. You’ll be surprised at how far they travel.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.