(Misc) Rensa, rensa, rensa
Latest posts | Feed | By Mark Brownlow on April 28, 2006
Travel is a great teacher, and here are five things I brought back with me from this week's email marketing conference.
1. The power of words.
One of the Swedish presentations used the bullet point "rensa, rensa, rensa." The words just jumped off the screen at me. They have a lovely resonance. Rensa, rensa, rensa.
Words have a power independent of just their meaning. How resonant are your messages and headlines?
(Rensa means clean up, as in keep your email list clean.)
2. The power of the unexpected.
We're so conditioned to expect certain experiences and voices that the unexpected has a huge impact. And a memorable one.
Ever listen to those bland "welcome to city X" announcements you get on planes and trains when they arrive at their final destination? Nope, me neither.
The Airport Express train from Arlanda airport to Stockholm has a welcome message, too. But their's sounds...well...sensual.
Really.
A sensual train announcement.
It was...memorable. Maybe try the unexpected in your emails now and then?
3. Good and bad advertising
Airports are a gallery of ads. One I liked: a mirror with the words, "Why not buy some new eye shadow to go with that top" written on it.
One I disliked: an ad by Finnair for their "lie-flat" seat. The picture showed a seat that, well, wasn't flat. I thought flat was flat. Or maybe that's the "lie" bit. (I've since noticed that other airlines also advertise flat seats that aren't flat.)
4. The jump from knowing you should do something to actually doing it is a big one
I gave a lot of advice in my presentation. How much do I apply to my own emails?
Not enough.
The biggest ROI boost would probably come from bridging that gap between knowledge and action.
5. Travel is good for keeping complacency in check
I thought I was pretty good speaking two languages. Everyone (everyone) in Sweden spoke fluent English (and Swedish, obviously), and often another one or two languages on top of that. There's no room for complacency in life and marketing.
Thanks to David (DF Kompetens), Mattias and Outi (L-Soft) and their colleagues for their kindness and wonderful hospitality.
1. The power of words.
One of the Swedish presentations used the bullet point "rensa, rensa, rensa." The words just jumped off the screen at me. They have a lovely resonance. Rensa, rensa, rensa.
Words have a power independent of just their meaning. How resonant are your messages and headlines?
(Rensa means clean up, as in keep your email list clean.)
2. The power of the unexpected.
We're so conditioned to expect certain experiences and voices that the unexpected has a huge impact. And a memorable one.
Ever listen to those bland "welcome to city X" announcements you get on planes and trains when they arrive at their final destination? Nope, me neither.
The Airport Express train from Arlanda airport to Stockholm has a welcome message, too. But their's sounds...well...sensual.
Really.
A sensual train announcement.
It was...memorable. Maybe try the unexpected in your emails now and then?
3. Good and bad advertising
Airports are a gallery of ads. One I liked: a mirror with the words, "Why not buy some new eye shadow to go with that top" written on it.
One I disliked: an ad by Finnair for their "lie-flat" seat. The picture showed a seat that, well, wasn't flat. I thought flat was flat. Or maybe that's the "lie" bit. (I've since noticed that other airlines also advertise flat seats that aren't flat.)
4. The jump from knowing you should do something to actually doing it is a big one
I gave a lot of advice in my presentation. How much do I apply to my own emails?
Not enough.
The biggest ROI boost would probably come from bridging that gap between knowledge and action.
5. Travel is good for keeping complacency in check
I thought I was pretty good speaking two languages. Everyone (everyone) in Sweden spoke fluent English (and Swedish, obviously), and often another one or two languages on top of that. There's no room for complacency in life and marketing.
Thanks to David (DF Kompetens), Mattias and Outi (L-Soft) and their colleagues for their kindness and wonderful hospitality.
[This post brought to you by Campaigner Email Marketing]
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