Where For Art Thou New Creative?

Are you seeking new email solutions that can take you beyond delivery, list management and the burden of testing a hundred email filters?

Are you yearning for a little creativity to make your message more effective and engaging?

Yes, email marketing is technical. The mechanics and technology of the medium can inhibit our ability to see holistically, with fresh eyes. There's more than technique and applied science going on here. With so many challenges in optimizing for email clients, using spam filters, email audits, managing ISP black lists, opt-in lists, testing parameters, original offers, and key performance indicators, it is easy to lose your life in the passing days, evenings and weekends (if you don't watch out).

It's not surprising the marketing world feels the pressure to eliminate reduncancy, reduce costs and gain greater efficiency. It makes you want to stop creating the new wheels and submit to the tried and true in remaking the old wheels, or in using a retred when it's just too exhausting.

It's much like other forms of marketing in this regard. Originality requires sacrifice. You must pay the price for it. But the sheer weight of creation amid the pressures to 'get it done' takes some getting used to. And, the sparkle of something new may get lost or forgotten. The investment required for a new solution, may become truncated, or simply cut off all together.

As Bill McCloskey has said (Email Insider, Delivering on the Promise, August 9, 2006), "Generic images. Text chosen not for its impact, but for its ability to slip through spam filters. Copy with all of the subtlety of the ads in the back pages of comic books. Where is the email that impacts my life, makes me laugh out loud, furthers the brand equity I have with the product or service?"

He's right of course.

Where for art thou new creative?