A crowded inbox - this is a common problem everyone faces.
But however, the hard reality is, many go straight to the bin unopened.
So, how do you make sure your own newsletters stand out in the crowd?
How do you get your subscribers to click ‘Open’ and actually READ your email content? Easy - learn from the best.
Go through the best email marketing examples and find out what they’re doing. But it’s not really possible to subscribe to every single newsletter out there and study their email marketing campaigns. Which is why, we’ve done the work for you!
We’ve rounded up a list of the best email marketing examples of 2018 and analysed them to show you what works.
Here’s what we’ve found. Read on.
Here are some quick tips to help you craft a successful email marketing campaign:
When it comes to running a successful Email Marketing, the first and foremost step is to identify your goals.
Ask yourself the question- What do you want to achieve from your email marketing campaign?
Is it boosting your sales, or do you wish to remain in touch with your customers? Many companies opt for Email Marketing only because their competitors are doing it.
Before starting, have a clear cut goal in your mind regarding what you wish to achieve through Email marketing.
Email lets you develop a personal relationship with your customers.
Some prospects may be interested in your product, whereas others may not be ready to buy it yet.
If you are a start-up company, don’t expect people to jump in and grab your product as soon as you launch a product online. It is quite a well-known fact that people rarely buy from brands they don’t know.
The main goal here is to develop a relationship with your customers as it sometimes takes several visits for them to convert.
In a survey conducted on the effectiveness of Email marketing campaigns, over 90 per cent of the executives believed that Email marketing is the most effective tool in gaining customers if used wisely.
When a survey was conducted to determine the primary objective of an email marketing campaign, surprisingly, the highest vote was for conversions. This indeed proves that companies do trust in the effectiveness of Email marketing campaigns when it comes to conversion.
When you develop a personal connection with your prospects, there is no doubt that they will buy your product and services. Since this methodology of marketing is cheap with minimal investments they boost your return on investment (ROI).
Well, this is an indirect approach. Here you create an active blog where unique contents are published on a regular basis.
Notifications can be sent to your customers regularly through emails informing them about the recently added content.
Your subscribers will read the content and share it among their friends on social media platforms.
Emails that begin with a generic ‘Dear Sir/ Ma’am’ put off your readers. It shows that not much thought has gone into sending those emails.
Always add your subscriber’s name while addressing them.
No one likes to read a plain chunk of boring text.
Include some colourful images that reflect your brand. Include text in large fonts inside your images, as people are most likely to read them.
People access emails through various devices. It is important that your emails have a responsive design that is optimised for mobile phones, tablets, as well as desktops.
These days the number of mobile internet users are mushrooming at an enormous rate, if you are not designing your emails as mobile-friendly, chances are high that it won’t get enough attention.
According to research by Hubspot, more than 70% of companies ensure that their email marketing campaigns are optimised for mobile devices.
Make sure to give enough attention to the copy. Create it with a great subject line that is below 50 characters.
Every email must have a point to it. Otherwise, you’re just taking up your subscriber’s valuable time and inbox space.
This is why it is very important to wrap up every email with an appropriate call to action.
Uber’s email marketing strategy is its simplicity.
It does not deliver a ton of wordy content to its subscribers, but gets straight to the point.
Uber’s marketing campaign is designed for the busy crowd who scan content quickly. It contains a catchy title, a quick description, and a clear and straightforward CTA.
Uber also keeps the theme of its emails in line with its brand image. This includes using fonts, colours and designs consistently throughout it marketing campaigns.
Dropbox has a pretty cool user re-engagement strategy. You might think that emails from services that people haven’t been using may not be welcomed by them. But Dropbox proves this thinking wrong.
With a few cute images and a message that’s short and sweet, Dropbox reminds subscribers of its existence in a non-intrusive way.
If you are using this kind of an email strategy, you could also include a ‘limited period offer’ that will encourage people to download or install your product.
Nike’s email campaign here targets an upcoming special day - Father’s Day.
What’s great about this email is how Nike uses an appropriate product image paired with clever copy. Everyone’s looking for the perfect gift for Father’s Day and Nike serves it to you on a plate (or in an email).
Again, a reminder that less is always more when it comes to creating effective email marketing copy.
Research has proved that welcome emails have an amazing opening rate of 52.9%. The popular dating site Tinder makes good use of this strategy for attracting new customers.
The copywriters and graphic designers make use of sleek background and clear CTA to lure a potential customer to sign in. The entire email looks stunning and easy to read.
Litmus is an email marketing company. So, of course it's marketing campaigns will stand apart.
In this example of one of its email strategies, Litmus is trying to reconnect with subscribers who haven't opened their emails in the recent past.
It’s a great example of how respecting your subscriber’s privacy and time will help you gain their trust.
Litmus also incorporates a lot of GIFs and videos in their marketing campaign. This makes their content unique and entertaining to subscribers.
BuzzFeed’s email marketing campaign is centred around list segmentation. That means subscribers get to choose which type of emails they want to receive from BuzzFeed.
This is a very effective strategy, especially if your brand covers a wide audience. You can curate content that is tailored to your subscriber’s preference and send them just that.
BuzzFeed is also known for its catchy headlines that will make you want to click through and read their content. Popular among its other long form content is its weekly cat newsletter. Now who can resist that?
Taylor Stitch is a men’s clothing brand. You would expect them to flood subscribers’ inboxes with the latest tips and advice on men’s fashion. But that is not what they do.
Instead, their marketing campaign is the simplest you would ever see. Every email simply has the latest collection of clothing available with all the necessary details such as prices and number of items.
Men can choose their items of interest and buy them at their earliest convenience.
You see, Taylor Stitch understands that men do not want fashion advice delivered to their email address. They simply want to know about the new available collection and how to shop. No content diversity needed!
Starbucks uses the power of beautiful images. Most of their emails showcase tempting pictures of items from their menu - along with irresistible offers!
Starbucks knows that their customers would love some discounts on their most popular items. They also offer buy one get one free deals so they know you’ll bring a friend and order other items on their menu.
Their email copy is crisp and clear, with important words in bold. That’s sure to grab their subscribers' attention!
Now, Flock is one for the ages.
This is a virtual workplace application that allows users to create work groups. As individuals interact with their work through the application, they already send out plenty of emails to their users.
So there are absolutely no content-driven emails from the applications. Subscribers only receives notifications, reminders, confirmation and other similar emails to their email address.
It must be a truly risky pitch from the email marketing strategist, but they have pulled it through in an excellent fashion.
Their content engages out of utility and their decision to opt out of self-promotion is plain genius.
This is a guided meditation app.
You would expect them to write extremely long and tiresome emails about the power of self-healing.
But that’s not what they do. Their emails are simple with cool graphics, simple reminders, promotions, and classy cartoons. Their aim is to charm and disarm - and they execute their plan beautifully.
Airbnb has a simple, minimalistic email copy. They don’t do promotions that frequently, but ask users to take surveys based on their experience.
This makes customers feel like their opinion is valued.
The design of Airbnb’s email campaigns is crisp and their CTA is to the point.
That question can be answered simply by dissecting the marketing campaigns that are discussed above.
So here are a few takeaways for you to remember regarding the art of email marketing.
It is a general assumption that promotions do not have any value. When a person receives a promotion, they assume that they will get a discount or a concession that they may not need. The result is that the subscriber will not consider the email a top priority.
If they do open your email, make sure that your content is simple and to the point. This will at least keep them engaged until you have made your point.
Presentation, and not content is king when it comes to email marketing.
Yes, you heard us right.
When one is writing for a web page then the content matters because the reader has already chosen to engage with the content.
But in an email marketing campaign, they have to choose to engage.
They are subconsciously going to value their time.
So develop animated, interactive, and simple content that is engaging and eye-catching. That way, they will have to see the value of your content without any prompting.
Sit down and read the audience data that you receive. Jot down the main characteristics such as jobs, ethnicity, age groups, and similar data. Truly attempt to visualise a regular customer to your product.
Understand their schedule, preferences, and sensibilities in an overall manner.
Always make sure that you keep your subscriber in mind while developing your emails. Keep your emails short and direct.
Make sure that the graphics and presentation you choose will connect with your subscribers.
Email marketing is the best way to develop brand identity if used properly.
The tone, colour scheme, presentation of content and all other factors bring about your brand identity. Make sure that your brand identity comes out strongly in the content that you deliver.
Avoid sending out text-only emails in email marketing campaigns.
Develop strong templates that are simple and highly customised.
The emails that are sent in email marketing campaigns are expected to be highly individualised. For a good collection of HTML email templates, check out Hubspot's post on the topic.
Less is more in email marketing.
In all the examples except for BuzzFeed, the campaigns have developed short, engaging and to the point content.
The fact is that most individuals do not have time to read long-form content. It is better to simply diversify the types of content that are placed in the campaign so that email engagement can yield results.
In conclusion, the email marketing campaigns have thoroughly diversified in recent years and have grown into deeply strong content-driven engagement tactics.
There are many highly successful email marketing campaigns that do not include formal hellos.
Instead, they simply mention the name of the subscriber in the subject line to gain attention.
Most of the users see these tactics like email marketing tricks and do not place much weight on them.
The email marketing campaign is best served by a content plan that is deeply engaging and highly uniform in its presentation as well as delivery.
Email marketing is one of the best-proven ways to connect with your customers, no matter where they are in the globe with minimal investment. With custom-created emails that are properly targeted, you will be able to gain a significant boost in your online business compared to other means of marketing.
Enginemailer is the best email marketing services provider in Malaysia. Get in touch and let us revolutionise your email marketing campaign!