Successful marketing now requires that we master the arts of writing, publishing, search engine optimization/marketing, and conversation, among others. Now Uncle Seth says we would do well to adopt the crop rotation practices of farmers when creating email marketing. Seth’s Rotating Crops post says,
"Sure, every farmer knows that rotating crops helps the soil recover and increases yield.
What about email farming? I was talking to Josh today about this and it occurred to me that the rules are the same.
If you’re sending emails regularly, don’t send the same thing. Don’t send the same format, don’t send the same offer, don’t ask for the same response. Rotating your offers and your interactions maintains interest, surprise and makes your core offers more appealing."
Does this mean we are free from rigorous (boring) branding rules? That our company’s ‘look and feel’ must be, above all, consistent. We can mix up formats for a fresh look with every email newsletter?? We can toss our "Branding Guidelines " book? Happy days! Pinch me. I must be dreaming.
Thank you, Seth Godin, as always for your amazing insights.
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