Regardless of the industry, it always seems like there’s that one brand or organization that has a way of stealing the show. Whether it’s taking center stage at an event or leading the way with innovative and fun advertising practices, it doesn’t take much to see why this company is always in the limelight.
While there’s denying that this position is an enviable one, there’s also no rule out there that says your brand can’t grab its own fair share of the adulation and attention offered up by adoring fans. If that kind of outlook sounds appealing to you, read on to learn more about what it takes to be a rock star in the inbox.
The Rock Star Mentality
The concept of the email marketing “rock star” originates with Loren McDonald of Media Post’s Email Insider blog. Essentially, McDonald points out that embodying this mindset means being great – and not just good – with everything you do in the inbox. From prepping content to delivering winning offerings on a regular basis, an email marketing rock star brand backs up its industry reputation with a steady stream of results.
The Tools of the Trade
So how do you get off on the right foot once you’re ready to take on your rock star persona? As McDonald goes on to explain, it all starts with the five tools of the trade that every winning brand needs:
- Desire – Setting goals – and overachieving – in the inbox should be your top priority.
- Commitment – Becoming a rock star doesn’t happen overnight. It takes hours of hard work to start reaping the rewards of a killer email marketing campaign.
- Point of View – Skip the generic content and start taking a stand on the issues and problems that stand prominent in the everyday lives of your audience.
- Focus – “Staying the course” with testing, analysis, and creative thinking is vital to this method.
- Support – Behind every great rock band front man is a team of talented musicians and bandmates. As you start drumming up support for a deeper push into the world of email marketing, be sure that all of the other decision-makers and executives are on board for this program as well.
With these five attributes leading the way, it won’t be long before you start seeing each new email campaign as another gig on your continuing tour of inboxes across the web.
Keeping Your Audience Excited and Entertained
In terms of actual content, there’s quite a few ways to go about expressing the rock start mentality. For instance, Matt Janaway of Business 2 Community suggests utilizing a healthy dose of video and graphic content. Although going overboard on this front isn’t always the right call, you’ll be hard pressed to find an audience that doesn’t respond well to a few carefully chosen and expertly crafted visuals.
Outside of creating a visually stunning series of inbox content, Janaway always notes that there’s nothing wrong with flexing your muscles when it comes to industry expertise and knowledge. Publishing guides and adapting case studies for your next campaign both fit this mentality. Even doing a question and answer series that takes reader responses and provides your insight also works. The best part about this method is that it also serves as a catalyst for extended interaction and feedback with your audience – something that virtually every brand can’t get enough of these days.
Finally, every great rock star has a bit of an ego, so don’t be afraid to strut your stuff as you connect with readers from every corner of the web. This means discussing awards and accolades related to your products and services, as well as showcasing speaking content, media interviews, and other highlights from your interactions within the industry. The big key here is that being a rock star means funneling the potential from all of these opportunities into a distilled and powerful message for the inbox.
Staying a Rock Star for Years to Come
If all of this sounds like a lot of work, you’re not wrong. Because of this, it’s a good idea to consider the help of a team of trusted email marketing professionals. Just like a veteran band manager or team of seasoned “roadies,” having a group who knows how to navigate the world of email marketing on your side can make all the difference in the world. Once you have this crew in tow, the sky’s the limit in terms of how high your newfound stardom can rise in the inbox.