The Email Wars

So often people in this industry feel that when they buy a sponsored email it means that they will get a header and footer from the partner and can stuff their creative and messaging inside. It is so old and overplayed that I am not sure it works too well anymore. Personally I feel a little cheated in my relationship with the list that I subscribed to. Even tricked when I look forward to content from them and get something from someone else entirely.

I saw this example this week, now it is one of the LONGEST emails I get - over 6000 pixels long, but what struck me was the creative approach to the sponsorship. It caught my eye immediately (will it catch yours?) and did not interfere with the content of the email I was expecting to get. Mission accomplished.

I am going to try to get a good shot of it to share but bear with me as it is one heck of a long email.

Another good example was the HP/Aliens and Monsters campaign recently featured here.

It seems to run on the new background take over idea I see in so many portals and blogs and this works for me. Building a campaign that helps, works or does not interfere with the relationship is a great approach.

I wanted to share one the types that I find to be a bad relationship method in Sponsored emails. Sure this is what everyone does but did it really give me any value as a subscriber? Not really. And if you take a look at the areas I highlighted in red you will see some interesting things. It comes from the person I have opted in to, it has zero content or value from that person, the header/footer postcard wrapper is in full effect, and most importantly look at the unsubscribe message “As a subscriber we are pleased to provide you this unique educational offer.” If you want off this list you have to unsubscribe. So in essence if you want to be a subscriber to their daily newsletter you will need to put up with all of these or remove yourself. Maybe an ability to update your profile and opt out of partner promotional messages?

The point of this post is that you need to start looking for new ways to partner with people when it comes to sponsored emails. No longer should you just try the insert offer here approach but try to invent new ways to working with the partner to add value and not steal away from the expected and existing relationship that they own, not you.