These are exciting days! With so many developments happening in the email inbox, from technologies like SWYN and video GIFs to "grid-breaking" design innovations, it's fair to feel a little
apprehensive about incorporating new ideas into your campaigns. What if the new approaches don't work? What if subscribers are turned off by the unfamiliar? What if we end up trying new things for the
sake of novelty at the expense of results?
Though these questions are valid, we all know -- deep down -- that taking risks is the only way to grow. Paul Arden's "It's Not How Good You Are, It's How Good You Want to Be," is full of rally cries for creative types. Arden uses
strong statements and powerful anecdotes to inspire us to take risks and to push further. We've selected some of his most motivational points and considered what they mean to us in the world of
email.
Do not covet your ideas. Give away everything you know, and more will come back to you. While it's definitely fun to be the most daring pioneer on the frontier,
we've found that it's almost always best to be generous with ideas. Not only does this foster a cooperative climate of sharing (and end up repaying you sooner than you expect), but it also creates
opportunities for your ideas to grow through interplay with other bright minds. Another industry player might think of a way to expand on something you developed, and your own capabilities will grow
in turn. As Arden points out, if you hoard your ideas, "you end up living off your reserves."
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While we can't be sure about where most brands get their ideas, it's fun to see instances of
apparent interplay. For instance, J. Crew has been showcasing Jenna's Picks in its emails for a while,
showcasing its creative director's favorite pieces. This idea might well have inspired Ann Taylor's recent email introducing the company's new designer and sharing a bit about her creative vision. Both showed the faces behind their clothes, but Ann Taylor took the
idea in a new direction.
What do you do when your client won't buy? Do it his way. Then do it your way. For our purposes here, "client" could just as easily
be "boss." Those of us who spend time on email have experienced situations where the person who gives our messages the "yay" or the "nay" is resistant to the unknown or has different ideas about what
will work. He or she could be nervous about something as wild as using a video gif or as tame as just busting out of old
templates by breaking the grid.When you want to deliver something different from what your client or manager is
expecting, experience shows that going the extra mile to create two versions -- the one that they asked for and the one that you want to pitch -- is your best bet. Ready to try something innovative in
your next email? Comfort your client or manager with your willingness and ability to do it their way, too.
It's wrong to be right. If you can prove you're right, you're set in
concrete. You cannot move with the times or with other people. Best practices in email design are a great starting place, and we don't think there's anything wrong with using your
tried-and-true templates (with the occasional refresh, of course). However, if you stick to only moves that have been backed up by past metrics, you're missing opportunities to grow your program. It's
important to take steps to remain relevant and keep up with email industry evolution.
Venturing into uncharted territory could mean switching up your designs with a technique like horizontal
scrolling, as Abercrombie & Fitch and Hollister do. It could also mean a more strategic move, like deciding to announce your social networking presence through email for the first time.
The person who doesn't make mistakes is
unlikely to make anything. Theatre director Joan Littlewood said, "If we don't get lost, we'll never find a new route." Even when we're excited about something new, the first
steps are often wobbly, and sometimes our visions don't end up panning out. Of course we strive for perfection all the time, but if you take a risk and it doesn't go your way, don't let that deter you
from trying another new thing. Besides, if we never made mistakes we'd never get to deploy the apology messages that we all
(should!) have in our back pockets. With the holiday season approaching, we're set to send (and receive!) many more emails than usual. At Smith-Harmon, we're looking forward to seeing your
newest techniques and ideas. In the coming months, let's be bold!
I really enjoyed this post. It captures what's going on in the email space very well. I'd love to see examples outside of the retail industry. Being in media/publishing, I struggle to find really good examples in my space. I often turn to retail for inspiration. Thanks!