What a year it’s been! Pandemic aside, there have been quite a few major moments in marketing. Here are the lessons to take with you into 2022.
Own Your Customer List
From third-party cookie deprecation to Facebook’s massive outage, 2021 showed us the benefit of owning your own data. Being able to contact your customers independently is crucial to success. Your Facebook community is Facebook’s list; you’re just borrowing it. Invest in your email database to build up first party data today.
Diversify Your Marketing Plan
Changing social algorithms, new privacy rules…2021 also brought to light the fact that even your best performing tactics should not be over-indexed. In fact, they may not work as well in a vacuum. Or, they could be at the mercy of the platform and future rules and adjustments. Create a multi-pronged marketing strategy that utilizes your own data wherever you can.
Look For New Growth Opportunities
2021 also showed us that same old, same old is not a safe strategy. Over time, your email list will naturally start to become less active and engaged. One of your priorities must be to maintain consistent engagement and to revitalize your list. This is accomplished not only by adding new leads, but also pruning your list to remove inactive subscribers. Or, by retargeting them and unsusbcribers outside of the inbox.
What else have you learned this year, or what adjustments are you making for 2022? Leave a comment to let us know! Need some help forming next year’s plan? We can do that, too.