He’s suave, mysterious, and a bit pretentious. Men want to be him, ladies want to meet him, and just about everyone wants to have a drink with him. That’s right, today we’re looking at Dos Equis’ “The Most Interesting Man in the World” and what he can teach us about email marketing!
Real name Jonathon Goldsmith, he became the face of Dos Equis in 2006 and the brand has shown an increase in sales ever since. The commercials featuring “The Most Interesting Man in the World” either depict him at a bar imparting words of advice or opinion on certain important subjects (like wingmen or drink umbrellas), or clips of his colorful past of epic adventures and living life to the fullest. So what does this have to do with email marketing? Keep reading for the 5 things email marketers can learn from “The Most Interesting Man in the World”…
1.) Take Risks.
Jumping off cliffs? Hiking through dark jungles? Swimming in the Arctic with snow monkeys? Yep, he’s done that and has lived to tell the tale (or so we’re made to believe). Kinda makes taking some risks with your email marketing look a little easier, huh? If you’ve been using the same template, format, subject line, etc., for a while now try something different with a simple A/B test. Change one of those elements (say, the template) for half of your subscriber list and see if you get a higher open or click rate. If it’s worse, switch back! Easy-peasy, and you’ll be able to tell the tale and results of your testing as well.
2.) Be honest.
“The Most Interesting Man in the World” fully admits he’s not exclusively a beer guy: “I don’t always drink beer, but when I do, I drink Dos Equis.” He’s upfront about himself, and you should be too when introducing yourself to your subscribers. Make sure they know exactly what they are signing up for when giving you their email address. If it’s a weekly newsletter with an occasional promotional email, include that information in your sign-up form. Being honest with your subscribers will make them be less likely to unsubscribe from future mailings.
3.) Be informative.
Your subscribers will get tired of your emails if they are always trying to sell something. Break it up with information about your area of expertise or just updates from within your company. Case in point, the commercials where “The Most Interesting Man” imparts a pearl of wisdom, like here on lady luck:
4.) Don’t give away the whole enchilada.
He doesn’t say much in the Dos Equis commercials, but what he does say is straight to the point. He also leaves a bit of mystery to viewers- what bar is he in? What does he drink if he’s not drinking Dos Equis? We’ll never know, but we keep wondering what he’ll say next. The same goes for your email newsletters. If the goal is to drive your subscribers to your website, don’t give away all the information that’s on your website in your campaigns. Further, your subject line should just be a teaser of what’s going to be in your newsletter so your subscribers will want to open your message.
5.) Make your audience feel special.
He ends every commercial the same way: “Stay thirsty, my friends“, making each viewer feel like they’re part of his special VIP club where he travels to exotic places and drinks in expensive bars. Give your subscribers the same attention with personalized newsletters and promotions/events just for them. If you’re having a sale, release it a few days early to your email subscribers. Not only does this make them feel important, but also gives incentive for current customers to become subscribers.
PS- Check out the Dos Equis website for more fun clips and facts featuring “The Most Interesting Man in the World”.