I have a serious case of wanderlust. In the past five years, I’ve lived in three countries, five cities, and eight apartments. For me, change isn’t scary, but invigorating. It’s a chance to start over and encounter something new, to reinvent yourself in a different culture, meet interesting people, try strange food, and have experiences beyond what you could have imagined for yourself.

After graduating from college, I stuffed two suitcases well past their 50 lb. weight limit and moved to Prague, Czech Republic. While there, I made a promise to myself to never have the same experience twice – everything I did, I had to approach from a new perspective. Whether it be traveling to unpronounceable cities or smaller changes like taking an alternative route home, I was actively reinventing my adventures.

I’ve brought that same, don’t-get-trapped-into-a-complacent-routine attitude into my marketing career.

When designing email campaigns, test and experiment different variables. Always. Of course, take a moment to pat yourself on the back and let the compliments come rolling in after a particularly successful campaign, but don’t use success as an excuse for complacency.

Even if you’ve found a system that works for you, segmented recipients by interest, and perfected your body content, design, messaging, tone, etc. your emails should be ever evolving. That mind-blowing, ahead of its time campaign will become stale and irrelevant in a matter of months.

As marketers, we must learn to roll with the punches and not fall in love with any one email campaign. Consider yourself an email tourist – you want to explore as many designs, layouts and messages as possible, then you can revisit the ones that worked and skip the ones that bombed.

Grab a fanny pack and guide book and explore different:

Don’t be afraid to throw away the marketing rule book and start over. Some of the most life affirming decisions I’ve made were also the scariest, but all lead me to where I am today. A thoughtful, well constructed email may be the content needed to persuade that hot lead or provide an “aha moment” to a current customer.