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Every business owner (or marketer) knows that email marketing is one of the best marketing channels today when it comes to ROI (an average ROI of $38 for every $1 spent).
Knowing this, you’ve probably already started your own email list and have worked to grow it. You know the best times to send an email, and have played around with different email marketing ideas to effectively reach your subscribers.
According to Jeff Bullas, not all emails are created the same. Top performing marketing departments have 2.5x more ROI than the average. What makes those emails different from the average? It’s a mix of a few factors—such as engagement and personalization—that marketers put a lot of work into getting right. In 2015, increasing subscriber engagement was the top initiative for marketers when it came to email marketing, while for 2017, personalization was a top concern.
Even if you are getting good results from your current email marketing campaigns, there are certainly things that you can try to do even better. Let’s take a look at some top email marketing examples to draw inspiration from.
As a business that is well-known for their success in reaching users with personalized content, you can learn a lot about email marketing from Spotify. Every year, Spotify creates an end-of-year playlist for each of their subscribers and sends an email informing them about it.
The email contains user-specific data showing the their most-played songs, top artists/genres, the total time they’ve spent listening to music on the platform, as well as the days they are most active during the week.
The email finishes off with a link to the playlist Spotify made for them. Needless to say, users love this end-of-year wrap up and demonstrate their giddiness by sharing their results with friends, online.
The power of personalized content. Something as basic as a personalized subject line can increase email opens by 26%. Furthermore, personalized emails can deliver 6x higher transaction rates and 74% of marketers report that personalized emails increase engagement.
With Spotify as your guide, here are some tips to create more personalized emails:
Here’s another version for women:
There are several ways to segment your email list; do what makes most sense for your business.
For ecommerce shops, here are some ways to segment your email list:
Uber often sends emails to alert subscribers of promotions, deals, and news. Whatever the message, their emails are always consistent with their minimalist branding. Part of Uber’s success lies in their strong brand consistency.
For one, their emails are designed simply. There aren’t too many busy elements that will distract the reader from the email’s main goal. Having a lot of white space in an email campaign gives the reader a visual break and allows them to focus or zoom into where you want them to be paying attention.
Uber’s content is straightforward for the people that skim emails, but they also have a longer version available for those that want to know more about what they’re sharing. The short content complements a clear call-to-action (CTA).
Keep your email design simple and stay true to your branding. A simple design won’t distract from your CTA. Keep the CTA short and straightforward so that those that receive your emails will immediately take action.
Buzzfeed is a company that strives to create content that people want to share. While they are best known for their kick-ass, quirky, and punchy content, their content scope is wide enough to also include some investigative journalism pieces.
In an interview with Buzzfeed’s former director of newsletters, Dan Oshinsky, he shares that when he started out at Buzzfeed, it was difficult for readers to subscribe to Buzzfeed’s newsletter, and as a result, there weren’t many subscribers on their email list.
To change that, they’ve worked hard to shine the spotlight on the value of opting in to their newsletters, throughout their entire website. One of the ways they did this was by creating content specifically to promote newsletter signups, like the article, “19 cute ways the BuzzFeed Animals newsletter will ruin your day.” As a result, they’ve amassed over 1 million subscribers in a year.
Although their strategy for getting subscribers is commendable, what’s more commendable is how they’ve retained their email subscribers. They do this through the use of interesting subject lines and preview text.
This is important, as 69% of people report emails as spam based on subject lines alone. Conversely, 35% of people decide to open emails based on subject lines alone.
The aforementioned example involves a slightly weird subject line that will intrigue those who receive the email. Additionally, many of BuzzFeed’s emails are accompanied by interesting preview text related to the subject line.
Sometimes, when they use questions as a subject line, these are followed up by answers. For direct commands, like in this next example, the preview text shows the next logical statement:
Have short but interesting subject lines, since there are people that decide to open emails based on subject lines alone. You can follow this up with equally interesting or catchy preview text.
According to a Litmus survey, interactive emails are the top trend for email marketing in 2017.
Interactive emails allow users to take action within an email that triggers an event within the same email. These interactions can surprise and delight the customers and can take the form of:
As for an example, Domino’s sent subscribers an interactive email to promote their new Italiano range. Making it more interactive made it more fun than just sending in a photo of all five pizzas. Additionally, it invited the users to engage with it.
An interactive email is more fun than the standard fare and invites engagement from your recipients. Making an interactive email does not have to be complicated; you can start off with GIFs. Just make sure that whatever you do is tested across common email clients and is optimized for mobile!
Though each of these specific email marketing tactics can work great on their own, you might achieve even greater results by finding ways to combine them. By testing and analyzing your results, you’ll become better equipped to effectively speak to your target audience.
What are some of the best email marketing examples and tactics you’ve come across? Tweet at @CoSchedule and we’ll share our favorites!
July 16, 2018
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