Do the same thing, but differently

Latest posts | Feed | By Mark Brownlow on January 08, 2008

As growing numbers of marketers latch on to proven techniques and templates for "best practice" email marketing, there's always the danger you can get too comfortable.

Once you've got things pretty much on track, you can get lulled into a routine and find your creativity dulled by familiarity and the pressures of day-to-day business life.

But it doesn't have to be this way. Even with standard approaches and promotions. I was much enthused by the email examples reported by Lisa Harmon, who profiles some creative gift card promotions from last year.

In the pre-Xmas, post-shipping deadline period, every retailer and his mother leapt on the gift card bandwagon to keep email sales alive when wallets and purses were still open.

It becomes hard to distinguish yourself when everyone else is doing the right thing, too. That's where creativity comes in. Which is as much about a willingness to try as the actual mechanics of taking a traditional approach and giving it a unique twist or creative flourish.

If you need more inspiration along the lines of Lisa's examples, try the links to award winners and design galleries in this post.

And if you think your emails deserve recognition, you just missed the deadline for the EEC's email performance award nominations, but you can still try for a MarketingSherpa email marketing award (nominations close January 11.)

Tags: email marketing, email marketing awards, email design, email copywriting

[This post brought to you by Campaigner Email Marketing]
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