School is out and people are on the move. Many are planning vacations and this affects both consumer and business marketing plans. A large number of clients and partners that we have spoken with have not really taken this into account for planning and adjusting their summer campaigns. You may want to be asking yourself the following: Will your audience be online at home? Or will they be on the go in the parks, at summer camps, in the woods or at beaches and fairs? How will these factors impact your email campaigns?
We suggest allowing for more time for responses to summer campaigns come in as many people will be traveling and schedules, no matter the audience, will change. Think about adding 3-5 days onto any measurement rates you have in place and allow additional time to convert recipients and respondents into sales or leads.
On the flip side, expect to see people having more time that they can allocate to sitting in front of a computer. The computer, and especially the email Inbox, have become more of a fixture in everyone’s daily life, so it will be interesting to see if a noticeable behavioral change in response rates occurs.
Either way, get out and enjoy some of these longer days and sunshine for yourself. We here at eROI certainly plan to do so.
I frequently applaud the efforts of Diesel at truly pushing the envelope of cool and shock. They once again had my attention this past week with the profile update creative. The importance of “knowing” your audience is a top line deliverable, but this one had to surely drive the click through.
The only thing that left me a bit lost, was that the click threw me to the home page and not to my exact profile update. Made the conversion a little harder, but trust me, I wanted them to know that this spring’s surgery was a success and I would look great in relevant offers for strapless tank dresses.
I opened my inbox this morning to an email from my buddy Joe calling me Scruffaluffagus and telling me my facial hair is as outdated as Hammer Pants. After crossing Joe off my list of people I’d buy a car for if I won the lottery, I followed a link to an audio/video message he created for me. What I was presented with was a talking head spouting out some critique of my hair stylings. Intrigued and slightly bruised, I ventured into the linked website, barberbrigade.com.
The spinning barber shop stripe sign used as a loading status bar, along with the website’s URL, were enough to tie this all together. It’s a site dedicated to male grooming. All the outright and unwarranted abuse of my facial fuzz fashion fax pas aside, my experience with barberbrigade.com was a good one. The design of this website (it’s flash man, get with the program), is as sweet as Joe’s girlfriend’s lips (think honey with a touch of caramel). Almost everything on the site is clickable and interactive. The nutty designers of the site at Wexley School for Girls did a great job of flexing their creative creativeness. There are sound bites, birds that take dumps and even a fish that blows balloon animals.
I was quickly hooked by the interactivity and design. So much so that I spent a good hour on the site (Yes, while at work but it’s cool, I put my hours under miscellaneous on the timesheet.). The site also succeeded in sparking my interest in the grooming products it is attempting to sell. I even showed them to my lady. Personally, I still have a hard time spending more than $10 on anything to do with hair so if she wants me to look pretty, she’ll have to dig into her pockets. Hey, I’m no $2 whore, you know. Not like Joe (you know who you really are).
I’m a bit of a newcomer to the world of Crackberries, but I know my addiction is beginning when my wife rightfully swore at me for being distracted for a split second while driving and reading 1 sentence of an email. That was very bad of me, but this video proves that there others out there like me. Very scary.
What is a blogger’s etiquette around posting an entry slightly different than another contributing writer? Who cares - I liked the discovery of where I fit in the Kettle Club so much that I had to write about it. My next posting will show a picture of me in my pirate outfit (probably not unless I knock back a bunch of cocktails tomorrow night).
A salty dog; I like adventure. A high-seas kind of person, my drum beat is just a little bit different than the rest. I know what I like and I’m not afraid to go for it. I can be sharp and witty, but I never mean to cause a sting. I just know that a little sour makes every sweet sweeter. Oh yeah, and I might have a pirate costume in my closet.
A friend of mine got an email from her graduate school, Princeton. As you can see below, it was a completely blank, test email sent to all of the graduate school alumni with the subject line to “PLEASE IGNORE” it. In an effort to avoid more brand damage, maybe one of us should teach a class on email marketing best practices…
> Begin forwarded message:
>> From: “‘Princeton Graduate School Office Assistant’” [email@Princeton.EDU]
>> Date: June 8, 2006 8:02:32 AM PDT
>> To: “‘Princeton Graduate School Office Assistant’” [email@Princeton.EDU]
>> Subject: Princeton University Graduate School E-mail test, PLEASE IGNORE
We worked with Kettle Foods (LOVE THE CHIPS) again to put together a great new Crave Club Site. Hats off to Kettle as they are great designers and to Maxwell PR for the direction. This is a great example of how you can build a community around a brand.
http://www.findanewflavor.com
I am Bold, Grown-up Cheese.
I’m a bold, big city person. Museums, theater, fine dining and cool shops… I can even appreciate performance art. I’ve got grown-up tastes but I’m not stuffy or stiff. I know how to have fun and I’m just as comfortable at a white linen-laid table as I am at the hot dog cart. I’ve got style. An individualist who isn’t afraid to show my true colors or to stand out in a crowd.
Getting a bunch of Agency Creatives together to knock one anothers heads off is a grand idea. Now not that any agencies in Portland WANT to knock eachother out (maybe??) but this event was a great idea to raise some money, bring the Art Directors and Biz dev team into the ring and of course, drink some PBR.
Now even though the company is called Horny Toad (makes me think that the name would cause some delivery issues and flags in itself) they have done a great job with using video as a compelling clickthough mechanism. Now we know that a majority of email clients are not going to allow video to be played in the client, but creating an email that looks like it has a play button in it is the way to go. Remember that email is email, video is web. Drive the lead to the website and watch the video on a landing page.
Lions and Tigers and Bears - Oh My!January 6, 2009, 7:35 am - Cream? Sugar? Shaken? Stirred? Bookmarked? Email? RSS? LinkedIn? Facebook? Or just plain fat fingering your way to remember this blog each
