I love this new Fast Company slide show called: The Disrupters. It's about real business people and some of the more creative decisions they've made along their careers. What I really appreciate about the article is that it's a great reminder how creativity isn't always this mythical event that happens when you're dreaming, meditating, or in the shower.Rather, most of these "creative" examples involve listening to the end user, not being afraid to make mistakes and firmly believing in your own values.
This advice parallels so nicely with email marketing. At Delivra, we love talking to our clients, and what we hear all too often is this intense pressure to create insanely creative campaigns that will revolutionize their email marketing.
Unfortunately, that's not reality. Nor is the notion your most creative idea will come from a weekly marketing meeting... in a vacuum,... on the first try. If you're looking for inspiration for your next creative email campaign, take this advice to heart:
1. LISTEN to your end users and develop content around that.
2. TEST many different campaigns. Don't settle for the first out of the meeting idea... what did Dyson say - he tested 5127 prototypes before settling on "the one".
3. UNDERSTAND your company's brand and how it meshes with your own values. I loved the first example from Maryam at Gannett... people told her the project wouldn't get approved, but she followed her instincts. And, in that case at least... it paid off.
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