I was participating in one of Lizzy Goddard’s Get-it-Done weeks, revamping one of my on-demand trainings.
It’s a solid training, but something about the name wasn’t quite hitting the mark.
Subscriber Strategy Training.
It felt…stuffy. Buttoned-up. A little too “corporate.”
I mean, it got the point across. Is is a training about creating a strategy for organizing your subscribers.
But, come on, let’s be honest… Who wakes up thinking, “I need a better strategy for organizing my subscribers”?
NObody. That's who.
Since I was already zhuzhing up the training (zooging? zoojing? how does one spell that?), I decided to rename it.
So I turned to LinkedIn.
And wow, the responses rolled in! So many creative suggestions, including one in the comments that got some real traction.
“That’s cool,” I thought, but I was still leaning toward, "Tagging Made Simple". Aka, the one that was winning in the poll.
But then someone seconded that comment. And that got my attention.
I still wasn’t quite sold, but at the last minute I went with the suggestion. I changed the name everywhere on the page and brought my shiny new sales page to a feedback review session.
And the response was RAVING.
Well, there ya go. Boom, new name.
I created fresh promotional graphics, changed the name everywhere, and shared it with my Automate with Heart newsletter subscribers.
And…
...nothing. 😱
Not only did it completely flop, but more people opted out of sales emails than clicked through to the sales page.
Womp womp.
Once the initial crushing feeling wore off, I decided to poll this space.
And the results were loud and clear:
Results from polling people about what to name the training. 20.8% of people selected Subscriber List SOS, 8.3% chose Subscriber Strategy Training, nobody selected Tagging Made Simple, and 8.3% emailed me directly with feedback. And the clear winner, with 62.5% of the votes: Tagging Made Simple.
Lesson. Learned.
Asking the wrong audience for input leads to the wrong decisions.
But of course, it doesn't end there. Because, after all, this space ::gestures at the screen:: is specifically about email.
Even asking the right audience for input does nothing if you don't have a way to actually track and parse that information.
If you’re making email marketing choices based on what you think will work instead of real subscriber behavior, it’s time for a rethink.
Personalized Kit (formerly ConvertKit) Support & Email Marketing Automation Strategy that's rooted in consent, deliverability best practices, and human connection.
As a solopreneur, I strive to incorporate my values of environmentalism and anti-racism and to build an inclusive and equitable business. I believe Black Lives Matter and I stand for LGBTQIA+ rights, including the rights of Transgender and Intersex people.
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