Improvisation and Email Marketing
Watched a great Miles Davis DVD this weekend (Electric Miles) and afterwards started thinking….
How does improvisation relate to marketing?
In a jazz composition, there is a basic melody and chord structure, after the melody is played the rest is mainly improvised. Much of the excitement in seeing live jazz is watching the players taking chances within the context of the song. Sometimes it fails, but sometimes it is perfect and magical. Taking a risk can be scary and may not work, but it can also be very exciting and lead to great things.
My question to you is…Are you taking chances?
Are you sending the same content month-to-month? Are the graphics the same? Do you send out the same special discounts or contests a few times a year?
Try to take more chances this year. The best thing about email is that it’s the most trackable marketing channel there is. It is also fluid and current, not to mention inexpensive in relation to other channels.
The changes might not generate huge buzz or conversion right away…but there is a good chance they might. Your subscribers will also appreciate the effort and will be more receptive to future campaigns because they know there might be something new and exciting inside that email. Get your marketing team together and improvise together to create an idea, launch it, and then look at the tracking. All of the feedback you need will be there in your analytics. Who knows, you may come up with the campaign of the year.
Here is a clip of some of my heroes improvising over a classic song you might recognize.
>>
>
>
- Herbie Hancock, Pat Metheny, Dave Holland, and Jack Dejohnette playing “Cantaloupe Island”
Thanks to Return on Subscriber for this great article.