What Star Wars taught us about email marketing
The Force is strong with this one.
…which one, you ask? Email, of course. It’s one of the most powerful tools available to marketers these days – like Jedi Master powerful. Like double-the-ROI-of-any-other-marketing-channel powerful.
“Star Wars: The Force Awakens” is unavoidable, so we couldn’t help but think about our own work in terms of the saga and its many beloved characters. What email marketing strategy would Han Solo be? What about Yoda? (We didn’t bother with Jar Jar, because you’re welcome.)
So without further ado, here are the results of our thought experiment: If Star Wars characters were email marketing strategies, which one would each character be?
Luke Skywalker: Optimizing your newsletter
The email newsletter has a pretty bad rap, and for good reason. A not-so-long time ago, in a galaxy much too close for comfort, traditional email newsletters were copy-cluttered messes (to be fair, many still are). But despite their questionable parentage, newsletters aren't bad by nature – in fact, they can actually be pretty powerful!
And when tutored in the ways of The Force (aka email best practices) the newsletter can reach its full potential as a marketing tactic. Use weapons like a mobile-friendly template, relevant content and big, bold images to fight against the Dark Side and destroy the old-school, batch-and-blast newsletter once and for all.
Han Solo: Designing stylish emails
Han has his fair share of foibles – cynicism, extreme cockiness, a bad habit of getting himself turned into a statue, to name a few – but he always maintains that same sense of confidence and style throughout it all. Apply the same style to your emails with tasteful font choices and bold, compelling images above the fold. Use stand-out colors for your CTA buttons and get to the point quickly so your subscribers instantly get the most important bits of what you have to say. Also, check out Emma’s template gallery for looks that'll make subscribers shout, “I love you!” ... even as you’re dragged away by Stormtroopers.
Boba Fett: Tracking and analytics
As a deadly bounty hunter, Boba Fett’s tracking efforts may be a little more nefarious than the typical email marketer's. But just as Boba Fett’s skills in tracking (and eventually capturing) Han Solo are an asset to Jabba the Hutt and the Empire, so is the email marketer’s ability to collect and use data to inform their campaigns. Whether it’s something as simple as email open and clickthrough rates or as complex as identifying and segmenting very specific customer data, tracking information can truly make or break the success of your email program.
Yoda: Writing memorable copy
Few people command the English language quite as memorably as Yoda. Don't forget the power of your words in your next email campaign. Find a tone that suits your brand, whether that's friendly, diplomatic, or (in Yoda's case) eloquent and elliptical. Craft concise headlines with vivid, action-packed words. And save your best writing for the all-important subject line.
C-3PO: Taking care of your subscribers
"Hello. I don't believe we have been introduced. R2-D2? A pleasure to meet you. I am C-3PO, Human-Cyborg Relations.”
C-3PO is a master of diplomacy. Even when he gets flustered and panics (we wouldn’t recommend getting quite as sassy as he does with your own subscribers), he always manages to solve whatever problems arise and make life easier for “Master Luke.” Your relationships with your customers probably don't involve so much drama, but your commitment to them is crucial to your business. Whether it’s helping your subscribers with any issues they may encounter or simply brightening up their day with a special offer, you should always do everything you can to treat them well, pack your emails with value and cultivate loyalty.
Lando Calrissian: Making it easy to opt out
Lando started out as an all-around scoundrel, but eventually he redeems himself. Don’t be The Empire Strikes Back Lando and make it impossible for your subscribers to unsubscribe; be Return of the Jedi Lando and remember that email is a permission-based channel. Your marketing will always be much more effective when you know your audience actually wants to hear from you.
Any ideas for Vader? What about the other we missed? Let us know in the comments!