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I almost feel that with each campaign that marketers send out, they hold their breath and cross their fingers as they wait for responses to come in. Sometimes they get spectacular results, other times they’re disappointed.

This tends to happen to marketers at different ends of the spectrum; bold marketers exploring new concepts, mediums of customer segments and the inexperienced marketer that may not yet know the best way to market their product to their customer segments.

This post outlines some of the strategies that can help marketers reduce this uncertainty over their campaign results and overturn poor campaign results.

1. Lessons are always there for the learning
One step that’s most often overlooked is evaluating the campaign after it is sent. Even with campaigns that do not do as well, there are lessons to be learned. Lessons that allow you to better understand how to target your different market segments, create better messaging.

2. Don’t lose heart as easily
With campaigns that do not perform as well, there’s a great temptation to scratch them altogether and move on to the next one. For some, this might be the right course of action; take the lessons and apply them to a better marketing concept. For others however, the key is not to give up as easily. Perhaps by changing around the focus of the campaign, the results will come.

Poor campaigns could be made more spectacular by maybe
- changing or placing an emphasis on the offer
- Adding personalization to the campaign
- Send reminders to boast the results (In one of our client campaigns, reminder emails with different messages to recipients who had not opened the email or opened but did not click on the links helped improve click-through rates from 8% to about 15%)

3. Remember the basics
With every campaign, remember that the first bases to cover include
- The list (What details you have of your prospects and how to use it)
- The message (Is it consistent with your brand? Is the message targeted to your audience? Is the message interesting?)
- The offer (Is your offer of value to your customers? Is it convincing? Do you need to put a time deadline to the offer to motivate immediate response?)

4. Testing is important
Testing helps you get a good sample of the success you can expect with the campaign. It also gives you the opportunity to iron out any kinks you may not expect in the campaign, the option to change the message to be more effective and make even more targeted offers depending on the response from each customer segment you send the campaign to. When you do this with a smaller, sample list before you send the campaign out to your entire list, you give yourself the chance to greatly improve on the success of your campaign and get the kinds of spectacular results that make marketers heroes.