Great creative always wins. That’s a fact not an observation. Stunning creative wins awards, impresses clients, wins accounts and most importantly, significantly increases consumer response.
I spoke about this subject at the High Point Furniture Market last week. In my seminar, “Hi-Performance Email Marketing for Furniture Retailers” I made the statement that, “Great creative content significantly increase reader response to email messages”. We developed the Advercast email concept with this result specifically in mind. An Advercast (experience one for yourself) is an email, video, landing page and micro site. When all these elements are combined they dramatically increase reader response and sales.
How dramatic is the increase? Advercast open rates are a mind-boggling 34-64% higher than traditional promotional email messages. Advercasts are so well received and produce these stunning results because they adhere to the 3 E’s rule.
There are 3 E’s in Email.
Rule # 1 ENGAGE- make your readers anticipate your email.
Rule # 2 ENTERTAIN- Just like in a John Ford western, come at them from out of the sun. Do the unexpected and show something different. Lighten up. Have some fun. This is the net after all.
Rule # 3 EASYILY GET MORE INFORMATION- they want to know more and they will buy from you. Don’t make them work to do it.
Remember that great creative always wins and to follow the 3 E’s rule. Then just sit back and watch your results soar.
Mike Morawski
SVP, Chief Development Officer & Fan of Great Creative
