The Email Wars

Sure email fosters community and drives traffic, but how can it be used to crowd source creative and content to build out your site? Even your next design, commercial or product have a chance to be grown from a single email drop. (notice I don’t use the word “blast” when I refer to email marketing, as it makes me cringe.) They also used a nice touch of an animated GIF in for the boot (you will need to see the live email and not the image below) to give this email color and life and want me to dig in and participate

We have long used email with campaigns (take a look at Kettle Foods People Choice 4 running as of last week) to drive participation and build buzz. No it is not viral marketing, but the match that can light the fire.

Doc Martens did a good job today in dropping (via one of my favorite shops Summit Projects in Hood River, Oregon) a simple email that is spot on with the See the Campaign Site campaign URL creative. The site is clear, fast, and easy to use and gives you so many options to create your shoe via web tools (and they are SEXY web tools) as well as offline Photoshop templates that you can work on and upload later. The voting engine is the part that stood out to me as we have tried many ways to make voting and rating less cumbersome and not a road block to customer campaign success. I think they nailed it. What do you think?

I am waiting to see what other touches come from this campaign or if it was just a one shot pony.

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