{"id":12694,"date":"2016-08-08T08:00:58","date_gmt":"2016-08-08T15:00:58","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=1258"},"modified":"2020-06-05T17:56:54","modified_gmt":"2020-06-05T17:56:54","slug":"keep-email-campaigns-focused-summer-holidays-2","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/keep-email-campaigns-focused-summer-holidays-2\/","title":{"rendered":"How to Keep Your Email Campaigns Focused During Summer Holidays"},"content":{"rendered":"

Perhaps you\u2019ve taken inspiration from the last post on reinventing your email campaigns<\/a> during the summer and have decided to pursue a new campaign strategy this summer. If so, congratulations on a bold move. And welcome to the reality of even the most fun, light-hearted email marketing<\/a> campaigns: they still need to be focused on a message.<\/p>\n

One such example is an infographic I recently designed to help relate really boring information about a group of people politically, in a fun new way to a group of another people who have no interest in politics and can\u2019t hold the attention span. I used pop culture.<\/p>\n

Using characters from HBO\u2019s Game of Thrones<\/em> \u2013 a show with legions of dedicated fans who are invested in every plot and politics of the show \u2013 I showed how some key players are exactly like figures and groups in real life. I didn\u2019t have to write a thesis or get into heavy data. It was fun, easy to understand and visually stunning. And I gave the whole infographic a bit of edge by throwing in character art work from a local artists who had done some really gorgeous paintings of some of the characters I was using. This way, the infographic has a creative and artistic vibe as well that makes it more visually stunning\u2026and shareable.<\/p>\n

The artist also has a pretty steady following of his own which I was able to tap into, because he\u2019s now sharing this infographic with everyone he knows. It was an immense source of pride for him that gathered me a much wider audience that I typically have to beg for \u2026 because these people typically aren\u2019t interested in real life political drama.<\/p>\n

So, what\u2019s the moral of the story you ask? The moral of the story is that no matter which way you flip it, this infographic is highly message focused. The emphasis on messaging: I want group A to know about group B. The execution was fun and inventive but the end product is still message focused: Group A, please understand Group B.<\/p>\n

The goal with any summer holiday campaign is to make it fun, interesting to you because you also would rather go out and enjoy summer, and to make it still message focused. These things are a lot easier than you\u2019d imagine. In my case, I just let myself be creative. However, if I was working in an agency this simple process would have taken 3 meetings and 5 extra hours of planning and review. It would have become a chore along with wasting valuable time. If you\u2019re with a marketing team, don\u2019t let your creatives become burdened by process. Task each person to come up with a fun campaign with zero supervision or review until it\u2019s time to use the idea. This gives your team members a wide freedom and trust to do what they feel is best. Of course some people will fail; that\u2019s to be expected. But I imagine that even in those who fail, there\u2019s going to be a lesson learned that will motivate them to step it up. And for those who don\u2019t fail, you\u2019ve just spotted the hidden gems you didn\u2019t know existed in your group.<\/p>\n","protected":false},"excerpt":{"rendered":"

Perhaps you\u2019ve taken inspiration from the last post on reinventing your email campaigns during the summer and have decided to pursue a new campaign strategy this summer. If so, congratulations on a bold move. And welcome to the reality of even the most fun, light-hearted email marketing campaigns: they still need to be focused on…<\/p>\n","protected":false},"author":309,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12694","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nHow to Keep Your Email Campaigns Focused During Summer Holidays - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/keep-email-campaigns-focused-summer-holidays-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Keep Your Email Campaigns Focused During Summer Holidays - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Perhaps you\u2019ve taken inspiration from the last post on reinventing your email campaigns during the summer and have decided to pursue a new campaign strategy this summer. 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