10 Brands Show Us How Email Marketing is Done
An essential aspect of nurturing new sales leads is email marketing. It’s a strategy that allows you to reach out to your prospects on a more personal level with relevant content.
According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing Association also noted that there is a 4,300 percent return on investment when it comes to email marketing for businesses in the United States.
Furthermore, a study by Custora found that customer acquisition through email quadrupled from 2009 to 2013, with the 2009 benchmark set at 7%. There is now no question that marketers should believe in the power of email.
Apart from being cost-effective, there are many reasons why email marketing can be a successful channel for businesses. A well-crafted email campaign is personal, action-oriented, and measurable. Get inspired to make awesome email marketing campaigns by these brands who know how to get the job done!
Drift – Break The Ordinary
This welcome email sent by Drift to people who subscribed to be part of their email list is pure genius. The campaign resulted in 75% open rate and a 25% response rate that are actual replies from their subscribers.
Its effectiveness lies in how short and straightforward it is. People are aware that emails sent by companies are automated, but this message seems to break conventions. The wording is immensely conversational, more like a direct message on social media than a formal business communication. So it may be automated, but it maintains a personal touch thanks to its clever use of language that makes you feel as though you’re having a casual chat with Dave.
PayPal – Be Clever and Relatable
PayPal’s email is clever and relatable, managing to effectively grab the attention of their audience. It’s no surprise to learn that people tend to read what they think is relevant and applicable to their lives.
As a marketer, you should find different situations that are connected to your services and your target market, and use it to your advantage. In this case, the scenario addressed was splitting bills with friends, something that used to be a pain. By showing PayPal’s solution to this everyday problem, the company shows its customers that they know how their products are being used, something most brands can learn from.
BuzzFeed – Punchy Subject Lines and Preview Text
Of course, BuzzFeed is known for publishing hugely popular articles with awesome headlines. Many of their posts have become some of the internet’s most prized gems. But, did you know that this company has equally awesome email marketing efforts?
BuzzFeed plays with phrases that go along with their email’s content. As seen in the photo, the punchy headline goes incredibly well with the preview text. This is a highly compelling strategy that’s great for arousing the interest of readers. It’s simple, funny, and engaging. Take a tip from BuzzFeed and start writing email subject lines like you’re writing an article title, your open rates are sure to improve.
Litmus – Play With Moving Images
(Image Source: Hubspot)
Animation is a great way to encourage your readers to interact with your message. Litmus is doing a fantastic job when it comes to incorporating animation in their emails.
In this campaign, they’ve used a swipe motion animation to mimic what their email tool can do. It’s as simple as that. The movement catches the eye of the reader and provides a deeper understanding of the message and how the audience can benefit from their product.
Kate Spade – Feedback is the Key
This particular email by Kate Spade is a sure hit, as it serves to be mutually beneficial for them and their customers. The data collected from patrons can help with planning and strategy, while that 25% off is a gift every customer can enjoy.
Ask your customers how they feel and get their insights into your services. Every customer’s feedback is important to determine brand direction and fuel business growth. It allows you to build a foundation of loyalty within your marketplace. Customers will also feel valued if they can see that your brand understands the importance of their opinions.
Cook Smarts – Offer Something Useful
To create messages that engage your audience, you must see things from their perspective and offer something that adds value.
Cook Smarts did this in a very clever way. They generated a daily meal plan for their subscribers to help avoid the stress associated with figuring out what to eat. Its success lies in the fact that the content complements their product and encourages users to see what’s on offer.
Boden – The Sense of Urgency
If you’re one of their customers, wouldn’t you want to take advantage of this last chance sale by Boden?
The elements of this email compel readers to discover what’s in store for them. There is an obvious sense of urgency that’s portrayed by saying “last chance,” and that’s enhanced by telling the reader that they almost missed out. Their call-to-action telling users “Quick-Clean Up” also gives the impression that the sale is a particularly good one where they can get large discounts.
Bonobos – Extend a Helping Hand
Bonobos knows what their target market needs. With a mix of fashion expertise and a bit of humor, they were able to make a style guide for men’s clothing. It’s a perfect campaign for email marketing, which appeals greatly to the needs of their audience.
This strategy works because your brand becomes a source of valuable information. Marketers need to understand what’s important to their audience and extend a helping hand.
Uber – Clear and Simple
Nothing beats a clear and concise message that resonates with your audience. Uber lets their contacts know about new offers like deals, promotions, and guides—all paired with a simple yet strong call-to-action. The style used in the email is also very consistent with their brand and mobile app. The simple yet elegant detail complements their visual branding and serves to highlight their message more clearly.
Airbnb – First Impressions Last
First impressions last, and they play an important role in email marketing. It’s your first step to getting the attention of your target users. Remember, great impressions result in long-term outcomes.
Take a look at Airbnb’s welcome email. It is pro-active and encourages an immediate interaction. The visual elements are simple and give off a friendly vibe while the CTAs compel users to get started. It’s also very friendly for mobile users, which many brands still tend to ignore to this day.
What to Takeaway
These brands have successfully executed email marketing campaigns in multiple ways. It took time and effort for them to produce these strategies and we’re pretty sure that decisions were based on actionable insights using target market data.
Take note that you can always take inspiration from them, but a little experiment of your own won’t do any harm. Brainstorm with your team, get advice from experts, and never forget to include customer feedback in your decision-making process.
Now, it’s time to start building your next email marketing campaign!
Photo from Pexels.com
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