scamper - Email Marketing

What is SCAMPER?

SCAMPER is a creative thinking technique that stands for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Rearrange. It's designed to help marketers generate innovative ideas by looking at a problem or task from different perspectives. In the context of Email Marketing, SCAMPER can be a powerful tool to enhance your campaigns and improve engagement.

How Can You Substitute in Email Marketing?

Substitution involves replacing one element of your email campaign with another to see if it improves effectiveness. For example, you could substitute:

The subject line with a more compelling one
Text-based content with visual content
Manual email scheduling with an automated system

These substitutions can help you determine which elements resonate best with your audience.

Combining Elements for Better Results

Combining different elements can lead to unique and effective email campaigns. Consider combining:

Promotional content with educational content
Personalized offers with social proof (like testimonials)
Email marketing with social media campaigns

By blending these elements, you can create a more engaging and holistic marketing strategy.

Adapting Strategies for Different Audiences

Adaptation involves altering your email marketing tactics to better suit different audience segments. This could mean:

Using different tones and styles for different demographics
Adapting your call-to-action based on the recipient's past behavior
Tailoring content to fit mobile users versus desktop users

Adapting your approach can lead to higher engagement and conversion rates.

Modifying Campaigns for Improvement

Modification is about making small changes to your email campaigns to see if they improve performance. This could include:

Changing the layout or design of your emails
Altering the frequency of your email sends
Testing different types of interactive content like polls or quizzes

These modifications can help you refine your strategy for better results.

Putting Campaigns to Another Use

This involves repurposing existing email marketing campaigns for a new purpose. For instance:

Turning a successful email series into a webinar or e-book
Using email content as part of your content marketing strategy
Recycling holiday promotions for other special occasions

Repurposing can save time and resources while maximizing the value of your content.

Eliminating Ineffective Elements

Elimination is about removing elements that don't add value or may even hinder your email campaigns. This could mean:

Removing unnecessary images that slow down loading times
Eliminating overly complex sign-up forms
Getting rid of jargon to make your emails more reader-friendly

Eliminating these elements can streamline your emails and enhance user experience.

Rearranging Email Components

Rearranging involves changing the order of elements within your email to see if it affects performance. Examples include:

Placing the call-to-action at the beginning rather than the end
Reordering sections to highlight the most important information first
Switching the placement of images and text

Rearranging elements can help you find the optimal layout for engagement.

Conclusion

SCAMPER offers a structured yet flexible approach to innovating your email marketing campaigns. By asking the right questions and experimenting with different aspects, you can continuously improve and adapt your strategy to achieve better results.