In our
last post, we wrote about the first three of the six new "conceptual senses" drawn from Daniel H. Pink's "
A Whole New Mind: Why Right Brainers Will Rule the Future." In his inventive book, Pink argues that the dominance of logical, left-brain thinkers has given way to the Conceptual Age, a realm of creativity, inspiration and
invention.
For those who missed it, the first three senses are design, story and symphony. This article takes a look at the next three -- empathy, play and meaning -- and how each one guides the best emails from the most successful brands.
EMPATHY: "What will distinguish those who thrive will be their ability to understand what makes their fellow woman or man tick, to forge relationships, and to care for others."
Empathy can serve more than one role in email: brands can tailor their messaging to demonstrate empathy for their subscribers, and/or brands can use charitable promotions to appeal to their subscribers' empathy for others.
• Crate and Barrel's use of value messaging shows
empathy for subscribers in tight times. The company lets corporate subscribers know that Crate and Barrel provides quality, aesthetically pleasing products at low prices. As the hospitality industry takes a hit, business owners need to
create positive restaurant and hotel experiences without spending too much on wares.
• Similarly, Nordstrom shows empathy for its subscribers' simultaneous desires to keep up appearances and to cut back on spending. Nordstrom has recently shifted its brand voice a bit, assuring folks that they'll get
affordability and value along with high-quality products.
• Many brands, including Michael Stars, send emails that encourage subscribers to
shop for a cause. This casts a favorable light on the generous brands while also appealing to subscribers' natural desire to demonstrate empathy for others. Check out our
Email Experience Council post for more on cause-related marketing.
PLAY: "Ample evidence points to the enormous health and professional benefits of laughter, lightheartedness, games and humor. There is a time to be serious, of course. But too much sobriety can be bad
for your career and worse for your general well-being. In the Conceptual Age, in work and in life, we all need to play."
One of the surest ways to stand out in the inbox is to make subscribers laugh. The messages that we look forward to most are those that spice up our days with amusing content or creative.
• Backcountry copy often has an edge of humor and sass, as in this
Stop Procrastinating holiday message.
• This Barneys New York
welcome message is funny and memorable. The picture of the fabulous gal in rollers conveys a primary benefit of being part of their email program -- you can shop while still disheveled!
• A while back, JetBlue ran a great sale campaign, telling subscribers that the "
CFO Is Away" and to grab low fares before the boss got back and got them all into trouble. It made subscribers feel like they were in on a prank.
• We can't get enough of this Urban Outfitters
You Lost message, sent after a contest ended. An irreverent voice works well for UO. This
apology email is another great example (scroll down a little -- it's the one with the sad kitty).
MEANING: "We live in a world of breathtaking material plenty. That has freed hundreds of millions of people from day-to-day struggles and liberated us to pursue more significant desires: purpose, transcendence and spiritual
fulfillment."
The most compelling emails feature products or services that can clearly improve subscribers' lives in meaningful ways and/or use inspiring images and copy that let subscribers envision a better life through the brand. This comes out
strongly in a lot of health- and outdoors-focused messages.
• Eat Better America uses its email to inspire people to get "
healthified" by presenting scrumptious-looking recipes with tidbits of nutrition info.
• Lucy's email appeals to subscribers' desire to both feel healthy and look good. They encourage people to get fit and then to show off the fruits of the labor by wearing Lucy
tank tops.
•
REI Newsletters integrate many of the varied aspects of the REI brand: great gear, adventure travel and expert advice, as well as calling out how REI operates with integrity. In this particular message, REI lets subscribers know that
the co-op is good to its employees and to the environment. REI shoppers get the gear they need for activities they care about while knowing the store shares their values.
Pink argues that his six "high-concept, high-touch abilities...are fundamentally human attributes." We all have the ability to harness our senses of design, story, symphony, empathy, play and meaning. Keeping these in focus
as we plan and create our email campaigns will lift us all to the top of the inbox.
