Do you use your corporate personality to make your standard email marketing practices more engaging? If you’re anything like, well, most of the email marketing universe, probably not.
We’ve all seen it; “if you are unable to view this email…”, “if you would to unsubscribe…”, or “if you’re on a mobile device…”. Where these snippets are placed within the email newsletter itself is often dependent on the marketer’s stance on subscriber preference, the frequency in which they mail, other strategic factors, or shear laziness. However these short messages, be they preference-based or mandated by law, are rarely used to further a company’s brand.
Below you’ll find a great example of how crowdSPRING, a creative services marketplace, uses humor to communicate their personality.
It’s a bit hard to read but here’s the excerpt:
“Does this email look weird? View it in your browser. Want us to buzz off? Unsubscribe instantly.”
Their comical and lighthearted tone is communicated throughout the email and should work well with their audience of creative professionals.
My favorite snippet is “Given that crowdSPRING is only a team of 9 (and one highly trained dog), there’s really only so much we can get done in a day. And, truth be told, the dog probably gets more done in a day than the rest of us.”
Good stuff.
About the Author: Scott Hardigree is CEO at Indiemark, a full-service email marketing agency and consultancy based in Orlando, FL.
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I think that humor (used appropriately) can lend a certain authenticity to an email. Provided that your company is known as fun-loving and lighthearted, using humor could go a long way, particularly in standing out amongst the rest.
What I didn’t see was whether the humor was relegated to the pre-header and parts of the body, or whether it was in the subject line. Subject line hits before pre-header, so that’d be good to know.
I agree Scott – humor is good. It is also dangerous if the receiving company doesn’t have a sense of humor.
I have some free, funny business email templates on my website that companies can use but I doubt that many do. They’re afraid that the receiver will react negatively.
Too bad! I’d like to see humor lighten up the corporate world.
Cheers,
Darry
[...] Scott Hardigree provides an example of how crowdSPRING uses light humor in their email campaigns effectively. “…My favorite snippet is “Given that crowdSPRING is only a team of 9 (and one highly trained dog), there’s really only so much we can get done in a day. And, truth be told, the dog probably gets more done in a day than the rest of us…” see Scott’s example [...]
I think that the reason more people don’t do this, especially in a corporate setting, is that everything has to be approved by upper management.
They hire creatives to be creative, but stifle the creativity by wanting ‘industry standard’ stuff. What does ‘Company X’ do? What about ‘Company Y’?
They want to conform to what other popular business has done to try and ride their coattails, without realizing that those coattails may not be the ones to ride!
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