Any product or growth leader will learn from his data-driven approach to product and team management. A Tale of Two Decisions At the heart of any management framework is the goal of making better decisions. As people naturally gravitate to the different permutations of betterquicker, higher quality, cheaper, etc.they neglect to take a nuanced look at the distinct types of decisions that a company makes. In an annual letter to shareholders , Amazon CEO Jeff Bezos speaks of two varieties of decisions: the irreversible (Type 1) and the changeable (Type 2). Heres how he describes them: Type 1 decisions: Some decisions are consequential and irreversible or nearly irreversibleone-way doorsand these decisions must be made methodically, carefully, slowly, with great deliberation and consultation. If you walk through and dont like what you see on the other side, you cant get back to where you were before. Type 2 decisions: But most decisions arent like thatthey are changeable, reversibletheyre two-way doors. If youve made a suboptimal Type 2 decision, you dont have to live with the consequences for that long. You can reopen the door and go back through.
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Personalize your email Spam filters will judge your email more favorably if its addressed to a named recipient as opposed to just an email address. Likewise, it helps recipients trust your email, since theyll be able to immediately see your message as one they have signed up to receive. You can use merge tags to personalize the to field when setting up your campaign, meaning each email can start with the recipients name (i.e. Hi John,). Avoid spammy language There is debate over the impact of language on spam filters, but we do know that certain words and symbols can still trigger peoples own internal spam filters! Attention-grabbing tactics such as using all capital letters, dollar signs, or exclamation marks can have a negative impact because people do notice the emails and quickly single them out as spam. Likewise, common sales language can also be off-putting. Examples include: Free Bonus Buy Other aspects of your email content that can set off spam alerts are the font color, style, and size, and spelling mistakes. According to a study by the Radicati Group , more than 60% of respondents considered it unacceptable for email marketers to use different font sizes, irregular fonts, and different font colors. Nearly 70% of respondents prefer fonts to be one size.
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