I love a good analogy.
A while ago, I tried to explain to a fellow emailgeek how email marketing and weightlifting are similar. I butchered it with something something testing, so I’m here to try again.
Email Marketing is like weightlifting.
We need to set the “big goal”. What are we marching towards? In my weightlifting experience, not having a “big goal” can cause a person to remain unfocused. You might waste a ton of time on things that don’t matter. For something like improving my squat, this involves:
- Mobility Warm-Up
- Eating Well
- Getting Enough Sleep
For something like improving click-through rates in my emails, this involves:
- Testing Copy
- Keeping up with list hygiene
- Giving a clear and actionable next step
And here’s where it really gets similar. We may be in this grind for months. That’s the part where things can feel hard. You may not see results right now. You may even see temporary dips in performance. Stick with it! The long term always pays off more than the short term. What might happen in six months or a year when you’ve consistently marched towards your big goal? It’s going to be bumpy - progress is never linear. But if you follow your program and the data (for email and lifting!) you’ll keep moving forward until one day you look back and realize how far you’ve come.
In weightlifting and email marketing, the work is never done. There’s always something new to learn, and something new to improve.
Isn’t that exciting?
Until next time,
P.S. Happy Thanksgiving and chag Chanukah sameach to those celebrating in the next week and a half! May the BFCM gods be ever in your favor.
P.S.S. Training for something fun? A marathon or a lifting meet? Tell me!