KISS: Email Marketing Tip # 3

Today's topic is KISS: Bringing Back the Basics. People have to sift through flooded inboxes every day. Which message will capture their attention? Using a basic format-one idea and one image- can make your message stand out like a buoy in an ocean of email.

I find synergy, as a copywriter and an email marketer, in the art of making a complicated message bite-sized. So here’s a quote to chew on: "Any intelligent fool can make things bigger, more complex and more violent. It takes a touch of genius—and a lot of courage—to move in the opposite direction." -Albert Einstein.

Cheers to the folks at Hollister, who mastered this technique in a recent email:



After breezing through an inbox full of typeface, I was captivated by the handwritten, faded-marker font. Reading this made me feel like a human being, and not some multitasking machine.

Like Einstein said, "it takes a touch of genius" to make something so simple so striking. By giving your email marketing a human element—bringing it back to basics— the message can elicit positive emotion and gain stronger readership.