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The Secret to Winning in the Zero Patience Economy

Do you remember those memory card games where you’d have to flip over cards, remember where the match was, and pair it up? Recalling what you’d seen across a few cards was easy enough, but it got increasingly harder as the spread increased.

How do you think you’d fare with ten cards? What about 20? Your chances of knowing what you’ve seen are pretty good at those levels.

What if we increased the number of cards to 5,000? How many do you think you could remember?

Does this sound ridiculous?! It is, but also not. It’s every consumer’s reality.

The average consumer sees 5,000 ads in a single day. 

In any given hour, the person’s attention you want most is exposed to hundreds of ads. In other words: The matching game has become impossible to win.

Consumers today have zero patience for being constantly bombarded with marketing across channels, so tuning out the noise has become the norm.

Companies with the best of intentions are easily ignored, thanks to the sheer quantity of messages coming at us every day.

So, what’s a company to do, then?

You need to create marketing that cuts through the noise and drives action.

Catching your audience’s attention is the first step—but it only gets you so far. If you want your business to grow, you need to find the content and message that stands out amongst your audience and then also causes them to make the move that will drive your business.

The best way to do this? Email—a tool already in your marketing toolkit.

Think about it. Email is uniquely poised to teach you about your customers. Your email list is filled with people who have opted-in to hear from you. They’re a receptive subset of your ideal audience, which means that what works well in email, may work well across other marketing channels. 

Email consistently delivers insane ROI. We’re talking $42 for every $1 spent. Plus, Cyber Monday emails raked in $2.1B in sales revenue, as opposed to just $103 million generated by social media on the same day.

If the power of email has that sort of impact when it’s being utilized as a standalone channel, imagine what would happen if you applied those learnings across your entire marketing mix. Like what you read? Take the first step by optimizing your pre-send process. Dive into part 1 of The 3 Pillars to Email Marketing: What You Need to Do to Stand Out.