When was the last time you did something on impulse? No planning, no strategy. You just get up and go. I did at the weekend and it was fantastic.

I woke early on Sunday morning to find my eldest daughter glued to the television. For once she was actually watching something I was interested in: highlights from the previous day’s opening stage (Grande Départ) of the Tour de France cycle race, which for the first time ever was visiting Yorkshire in the North of England. Despite not sharing my passion for cycling, she told me the festivities around the race looked fun. Within an hour of this conversation, we were on a train heading towards Sheffield, an industrial city some 70 miles west of my home on the east coast, where day two of the race would finish after 201 km (approximately 125 miles) of narrow country roads and leg-shattering hill climbs.

As is often the case, the best things in life are often unplanned. We had an amazing day of quality father-daughter time that included a ton of fast food, falling off a climbing wall, a hilarious motorcycle policeman and, oh yes, a few hundred cyclists whizzing past our eyes in a matter of seconds.

We were inspired to act on impulse by the television coverage. Had I spent another two minutes under the duvet, the opportunity would have been lost and our day might not have been so fulfilling.

Getting Your Email Marketing Subscribers to Act on Impulse

Because email is consumed by busy people, who are very often on the move, your campaigns need to pack a punch and make your subscribers act on impulse. If you cannot get a reaction to your campaigns within a couple of seconds, they will ultimately fail.

Following the three golden rules of email marketing (for which I make no apology for constantly repeating) – your campaigns must be relevant, timely and engaging – is a must for any marketer hoping to find success.

But if you truly want your subscribers to act on impulse and engage with your campaigns, perhaps you need to factor in a fourth golden rule: agility. In short, you need to occasionally supplement your planned and strategic campaigns with the occasional burst of impulse yourself.

This means mixing things up a bit. If an idea feels good, do it. If you think it’s too risky, test it first and then do it (testing is definitely something you should be doing). Email is not something that should always be run to a tightly managed schedule. It’s not limited by deadlines; it’s only limited by ideas.

When was the last time you did something on impulse? Share your comments below: