February 4, 2014
Like most offices, conversation here is normally about sport, holidays or the previous night’s TV. However this week, we’ve been discussing what it means to be a Renaissance figure.
From Michelangelo through to Leonardo da Vinci, the Renaissance period saw people of knowledge and education embracing a broad range of intellectual interests. These were not jacks of all trades but rather they were masters of many.
Da Vinci for example, was an accomplished sculptor, engineer, inventor, botanist, musician, architect, painter, scientist, mathematician, writer, and, if that isn’t enough, was described as having, “outstanding natural beauty and infinite grace.” Quite a man!
Now I wouldn’t be so arrogant as to compare our talents with those of da Vinci but when it comes to email marketing today you do need to master a number of areas to succeed.
To be noticed in increasingly noisy and cluttered inboxes, businesses and brands need to ensure that they are delivering timely and targeted emails.
You have to be able to design great looking campaigns with well written, pertinent copy to deliver both style and substance. Care needs to be taken to ensure that the copy, layout and design work as well on a small smart phone as they do looking at your Outlook account on a PC.
Deciding on your subject line alone is a fine art that requires a high level of creativity as well as careful analysis of what your clients and customers respond to.
You need to plan and implement complex short and long term marketing strategies (including behavioural triggers), whilst continuously building, managing and segmenting your data.
You have to understand and most importantly utilise campaign metrics- test, test, and test again!
And if that’s not enough you also have to manage budgets and ensure that you are selling your products and services to the best of your abilities.
Like da Vinci we “find balance between science and art, logic and imagination.” Our email campaigns may not be the “Mona Lisa” but they keep us smiling.
Posted by Rebecca McCormick
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