"I really want to lower our conversion rates for email"

Can you imagine your marketing manager saying those words and truly meaning them?

No.

A lack of progress sucks. We don't have very much to smile about when we know our work is not achieving the results we have promised.
There is not a human on the planet that wants to do badly at something. It's not the way we're wired. So it's reasonably fair to say that people want to do a better job.

So why do so many marketers fail to improve at their work?

The only reason aside from someone not wanting to improve, must be that they do not know how to improve.
In my opinion, learning proceeds all effective improvement. And the bedrock of learning is: Feedback.
I think that marketers struggle because they are not getting the right kind of feedback that enables them to self-correct.

  • Quantitative data from across the business that links the metrics you measure them on, to the metrics they control.
  • Qualitative data from their peers, reports and managers on how people see their work.

Throw the marketer a bone … or a good metric

If you have a global average for the metric Cost Per Lead (you have got a global average for CPL, haven't you?), the marketer should be able to measure the CPL of each of their channels of lead acquisition: Referrals, Affiliates, Email, PPC, Social, Events etc. They can then see as plain as day if a given channel is delivering results.
They can begin to conduct their own tests to see how to improve the channel-specific CPL to match or beat the global average, leading to direct impact on the commercial health of the business.
What are they going to do?
They're going to attack this thing.
They have the authority to make changes in their marketing approach (you have given them authority, right?) .
They are aware of what they can control (A/B Tests, Bid Increases etc, Article Depth, Email segments). So they get to controlling it.
And they do this all on their own.
Good analytics always empowers those with ability (and authority) to influence the outcome.
Great analytics means you never need to tell them to do so.

Are you leveraging human psychology in your growth strategy?

This article is one of a series in which I write about human psychology in the development and execution of growth and transformation strategy. If you would like to know how you're doing in this field, get in touch.