Commentary

Emailing Like Samurai

  • by October 14, 2008

The first chapter of "Samurai Selling, The Ancient Art of Service in Sales," defines the ancient samurai this way: "The samurai was not a maniac with a sword; he was a man with a mission that could be summed up by the question, 'How can I best serve my client?'" On this sentiment, authors Chuck Laughlin, Karen Sage and Marc Bockmon launch their book's creative approach to defining the ideal salesman.

While the messages throughout the book hold unique value for us both in marketing and in larger life, chapter four, "Keep a Beginner's Mind," lays out some direction that's perfect for us email marketers. With new Internet technologies and email capabilities constantly evolving, we will only remain successful by continuing to evolve ourselves, by keeping a "beginner's mind" that is always ready to learn, eager to further develop technique, and willing to look at things through the changing perspectives of our subscribers.

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1. Keep an empty cup."A beginner's mind keeps you open to creative solutions." This chapter's lesson from the samurai is to keep our "cup" empty -- with the cup as a metaphor for the mind. In a full cup, there is no place for new content -- anything added just runs off the side. The full cup is a symbol for the mind of one who thinks he already knows everything -- there's no room for new knowledge. In email, trying unusual tactics could yield great results if we're willing to try them. Here are some unique ideas to fill your cup with:

Urban Outfitters recently sent a message that scrolled to the right rather than down. I have to admit, it felt a little funny, but it allowed for some cool imagery and created a uniquely suspenseful viewing experience.  

Sephora built a message around customer reviews, calling on the authority of fellow shoppers to reveal favorites and linking to their own review page, which even includes some less-favorable rankings that make the company's message more credible.

Arden B includes coupons in its emails with both an online user code and a barcode for old-fashioned in-store shoppers who want to print theirs out and carry it in. Interesting use of real estate, and creative way to grab the attention of bargain-hunters.

2. Don't get locked into technique. "If you become attached to one selling technique, you are an aging warrior, a full cup....Great artists master technique then transcend it; mediocre artists master technique and then become slaves to it!"  

 Don't fear attempting unusual design technique in your email. Look at these retailers' unique creatives for some inspiration:

Betsey Johnson uses graphic imagery in her messages. While it sometimes doesn't give as clear a view of the actual products, it's something different in the inbox that incites intrigue.

This fredflare.com message builds a collage of product around a quirky theme: Grace Kelly's camping trip with the Hardy Boys. It's funny, inventive and stands out.

Fossil is in the middle of a Fall Getaway series, which present products in the context of various cities. So far we've seen Austin and Seattle. It's an interesting technique that has me waiting to see what's next

3. Be the Prospect."See what he sees. Feel what he feels.... As you do this, you will begin to get ideas about how to serve him. This is a beginner's mind."

While we should of course always be developing our marketing strategies with our subscribers' needs in mind, these retailers take it a step further with their thematic messages and/or topical offerings, delivering something to subscribers that matches what's already on their minds.

Restoration Hardware delivered an economic bailout-themed offer. I'm not sure this entirely hits the mark, since it made light of the financial crisis as suspenseful negotiations were taking place. But I have to commend the company for its creativity -- and for the smartness of tapping into something that was on the minds of  subscribers already.

Piperlime used email to highlight its political party slippers, right during debate season, and even cleverly fashioned copy after a ballot. The impact is doubled by including a charitable component when "change" is the buzzword of the season and subscribers are in the mood to take action.

Sephora's Going Pink? email is great in a lot of ways -- most of all just because Sephora is even DOING this awesome fundraiser. The email includes facts about breast cancer while highlighting the significant chunks of proceeds from each product that will go to breast cancer research during Breast Cancer Awareness Month. This is a sincere, interesting and innovative way to meet  subscribers' desire to "get gorgeous while giving back."

The "Samurai" authors pose a relevant question: "Would you feel comfortable going to a doctor who graduated from medical school at the top of her class forty years ago, but who was too lazy to keep up with new advances in medicine?" No way, right? In our industry, as in medicine, new ideas and techniques are constantly proving stronger than the old ones. Let's keep our cups empty and our beginners' minds open to stay ahead of the inbox crowd.

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