What's the biggest mistake you've made since joining Capto?

Self-imposed restrictions on general email campaigns. Hands down.

Up until recently I insisted that we were nitpicky (In my defense, I used the fancy word “curated” at the time).

We left off:
🤦Old or inactive contacts (hadn’t engaged in 2+ years)
🤦Decisively dead or “lost” deals
🤦People who we knew followed our updates elsewhere
🤦Personal contacts with little relation to our business

Blame it on imposter syndrome, fear of blowback, or something else. Good intentions, wrong move.

Since we’ve been consistently adding people like this back:
🙌Our email performance has stayed the same or better, zero hate mail in response
🙌Our personal friends tell us they love being in the loop
🙌We’ve gotten back in touch with a few supposed “hard no’s”
🙌Finding ourselves needing to ask “did you see that post?” WAY less, though it’s still our number one phrase

All this talk, tools, and capabilities to bring your campaigns into the inbox of only those who are guaranteed to care - we were reminded that some parts of human nature are unpredictable and some messages universal.

TLDR + lesson of the day: if you’re building an SMB and releasing infrequent (1x/week) or routine general updates, skip the paralysis by analysis, just f’n send it.

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Originally posted on LinkedIn:

https://www.linkedin.com/posts/petersteube_whats-the-biggest-mistake-youve-made-since-activity-7479960738673917953-yMXi