A content marketer is a lot like the Wizard of Oz. He’s the man behind the green curtain, pulling all the levers, making things happen and keeping things running. In fact, your job is a little bit tougher than the Wizard’s; he’s just got to sustain the engine, while you on the other hand have to keep developing new creations to keep that engine fueled.
That’s essentially the job of a content marketer. It’s our job to keep content flowing, and we’re typically pretty fantastic at it. Yet, when it comes to email marketing, even the best of content marketers start to hit the wall sooner or later.
This is because developing content for email marketing is different than just developing content for any other portal. Email marketing campaigns, whether they’re a one off or a series, needs to captivate a pool of people pretty quickly and precisely – and it can be pretty challenging to keep that momentum going up, which means even the best of us face burnout.
However, the problem is that most people (especially those who aren’t necessarily content marketers) don’t recognize the signs of burnout or what that can mean to your marketing efforts. If you’re not aware of it, that means you’re probably producing uninspired (and ineffective) content that does little to convert customers – or worse, triggers them to unsubscribe. So, to be more conscientious of total email marketing drain, keep a look out for these signs (and then go on to read on you can recover from email marketing burnout).
- You’re dreading the fact that you’re soon going to have to think of an email marketing campaign.
- You’re struggling with ideas on what to create – even in a brainstorm with a colleague.
- You’re sales pitch to your client is weak, and you’re going in circles about why this next email campaign is a great idea.
Sometimes, there are other factors at play when it comes to burnout. Who you’re working for could be one of them. Whether it’s your direct manager, your company or your client, figure out what it is you’d like to do differently and then approach whoever it is that you need to talk to. Speaking from a place of experience, I suffered the same problem a few months ago. As a heart-led thinker, I felt completely uninspired by content we needed to create for several campaigns. So I thought of a better and more personal way to discuss topics, and then approached the client with a new solution, explaining to them the benefit of speaking from heart to heart rather than in a podium-to-student style. I did this for several clients and some of them needed coaxing, but they do trust that you’re the expert on this and it’s why they hired you. Taking a personal role in the project is inspiring…and produces a far more effective and invested campaign.
Another factor at play could be the bottleneck you’re dealing with. I had a client that was on board with all the wonderful ideas we came to her with. However, those ideas depended on deliverables from her team members, which we eventually learned. However, in the several campaigns before (and including) that, we always struggled with keeping the momentum of the project and staying enthused, simply because deadlines for deliverables were never met by the client. After a heart to heart talk, I learned that the client was equally frustrated with her team, and that the proposed solution of having a simpler “plan B” for every newsletter campaign was the solution moving forward.
When it comes to burnout, assess why you’re feeling that way. Is is that you’re uninspired and truly have no ideas (in which case you need to expose yourself to more industry conversations). Is it because you’re lacking personal investment and enthusiasm (in which case you need to bring something to the table and get invested). Or, do you just need to have a conversation with the client to really understand where the failure is occurring and how to move beyond it?
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.