It’s Gmail, Not AOL: Grading Your Email Program Using ‘This, Not That’
Mobile optimization: Jazz bar, not music festival. When it comes to optimizing your email program for mobile devices, you can't treat mobile like background music where attention fades in and out based on other things that are happening around you. Today's email consumption environment demands that you be immersed in mobile and understand the lens through which a massive and growing audience is engaging with you. It's got to be Bonnaroo, not Dixie's Trumpet Club.
Test program: "A Christmas Story," not "Shawshank Redemption." You know where I'm going with this one. Assuming you have cable/satellite television, you know you can watch Shawshank whenever you want. Not by streaming either — just by flipping to TNT or TBS or one of several other stations. That's what your test efforts should be like — always on — unlike "A Christmas Story," which gets a lot of love once a year and then goes into hiding for a while to collect dust.
How would you describe the key dimensions of your email program? How about your program overall? Grade your own email program using "this/not that" and see if it helps cement in your team's mind where you are and where you want to be.