In this month's issue, we look at a rather wonderful example of gamification by WHSmith, consider whether crowbarring lofty ideals into products is always such a good idea, and highlight the importance of having an innovation strategy.
(As much use as a column of ice cream cones).
Einstein once stated “Example is not only a way to teach; it is the only way to teach”.
So I am astonished whenever I see something which gives you lots of instructions but not a single clear example showing what makes it good or bad.
Such was the case with a guide I got from some people who specialise in digital marketing.
There are no case histories at all, nothing to study, nothing practical or detailed to learn from – and no numbers.
You can go through this guide, as I have done, twice, in the vague hope of finding out something a little more useful than “your copy should be good” or “your layout should be clear”.
Where are the examples of good copy and bad copy? Where are the pictures of layouts explaining why one is good, and the other bad?.
There are lots of pictures – including one of a pile of ice cream cones, which has bugger all to do with getting better emails.
NOTHING detailed about copy, which as we all know is the critical factor.
All of it is no use to you and particularly frustrating if you have read the oft repeated (and wildly exaggerated) claim that you can get a 35:1 return on your investment in email marketing.
I cannot understand how any one sane can imagine that this is useful.
It drives me mad, and if it drives you mad too and you’ve been looking for a guide to email marketing maybe this will help –
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