Don’t think of email marketing as ‘creative’, think of it as ‘connecting’.

Your task is to create a ‘market to message match’.  I.e.  A suitable message that matches the thoughts and needs of the target audience.  As such, it doesn’t have to be colourful, pretty, curiosity building, loud, big, branded, or any other such thing.

What it needs to be is suitable to the target market.

My 610% win at the agency was done with plain text looking long-copy and only a single picture near the bottom of the email.   (See my copy on my Email Marketing page).

And test, Test, and Test some more.

In fact, every single mailing you send out should ideally be a split test.  Even just testing different subject lines to monitor differences in open rates is a truly excellent start to email marketing campaign testing.

Read more at my Email Marketing page or visit the email marketing campaign knol.