Thinking Outside the [In]box: Idea Collecting for Association Email Marketing

Creating emails for your organization that are packed with fresh, relevant content is no easy task. There is a constant challenge of making your emails stand apart from the crowded waters of the recipient’s inbox, and it becomes increasingly easy to fall into the habit of “rinsing and repeating” by using the same copy, subject lines, and straightforward headlines because you’ve run out of ideas. To prevent this from happening, utilize a technique that I like to call idea collecting. In doing so, you’ll capture your reader’s attention, maintain and build an engaged audience, and avoid getting lost in the mix.

What is an idea collector?

It’s exactly what it sounds like. An idea collector is someone who collects and saves ideas and examples of inspiration from around the world. The intention behind idea collecting is so that the collector has ideas to reference that spark creativity. Idea collecting is particularly beneficial in the world of association email marketing, as there is continuous pressure to deliver new, exciting content on a regular basis.

There are countless ways to become an idea collector.

One of the beautiful things about becoming an idea collector for your organization is that there is not a right or wrong way to go about it. Connect with your creative side and consider the following when it comes to collecting ideas:

Get introspective

An excellent way to start generating ideas is by looking at your very own inbox – personal or professional. Pay attention to the emails that catch your eye, and reflect on why that is. Take time to understand your own reactions and consider applying the same tricks and techniques to the emails you’re creating for your organization.

Keep your ideas organized

Consider creating an “Inspo” folder in your inbox or on your computer where you can save any emails with subject lines, headers, or copy that “inspired” you. Use the internet to bookmark helpful websites, articles, and examples of inspiration you come across. You can even create a master document on your computer for you to copy and paste URLs of the website you found helpful for future reference, creating a helpful resource bank for you to look at when you’re running low on ideas and time!

Engage with outside content

One of the best ways to keep a pulse on trends and find inspiration is to look at what others are doing. Pay attention to advertisements, billboards, and commercials you cross paths with every day, and take an extra second to be more aware of what you’re taking in throughout the day. Subscribe to email lists and newsletters of organizations that interest you or are known for excellent marketing to give your own inbox more inspiration.

Idea collecting is proof that associations don’t need to completely reinvent the wheel when it comes to email marketing. Instead, think of email marketing as a creative journey that continues to evolve as your collection of ideas expands.

Mackenzie Clauss is in Marketing & Communications Services at Smithbucklin.