What kinds of email marketing strategies should you implement in 2019?
As trends and techniques come and go and technology becomes even more all-encompassing, the ways we reach out and connect with leads and customers changes. Even the basic email isn’t what it once was. Now it’s all about using emojis and attention-grabbing headline copy. The email itself has to be well-designed with snappy verbiage and great linkage.
If it’s been a good while since you’ve reviewed your email marketing strategy, it’s for the benefit of your company to change that. Of course, figuring out new strategies can be a daunting, overwhelming task.
We get that. You may some inspiration to get started, and we’re here to deliver. These 10 examples of email campaign strategies in action prove that successful email marketing is always within reach.
If you’re only sending static emails to your leads and customers, your company is missing out on conversions. According to interactive content company SnapApp, when it comes to teaching your lead/customer about something, static content works only 70 percent of the time. Interactive content, on the other hand, imparts information efficiently 93 percent of the time.
You don’t have to go nuts with your interactivity, either. Take a look at this email from food brand Pret A Manger.
You can click any of the six drink flavors and fill your virtual cup with smoothie or frappe goodness. Why visualize what your beverage will look like when it’s right in front of you in an email?
The link to do so is still live, so you can play around with Pret A Manger’s interactive content in real time. That ought to get you inspired to create your own interactive email campaign.
We’ve talked a lot about the benefits of email personalization for both your company and your customers. Whether you put the lead/customer’s name in the headline or address them specifically in the opening line (“hi, ‘name’!”), that little bit of effort goes a long way.
Data from Campaign Monitor discovered that conversions go up (10 percent) as do click-through rates (14 percent) when you send a personalized email.
This simple email from makeup brand Sephora is a great example of email personalization. It addresses the recipient, Allie, by name. It doesn’t hurt that Sephora also compliments her and gives her a 20-percent off coupon.
- Welcome Emails
Do you send welcome emails to your new leads? Hopefully, the answer is yes. According to a 2018 WordStream article, the humble welcome email can boost revenue by 320 percent “on a per email basis more than other promotional emails.”
The welcome email is easy to send and effective, so what are you waiting for? Here are several great examples of welcome emails you might want to emulate if you need some inspiration.
As you can see, you have a few options with your welcome email. You can take the time to introduce your company and what you’re all about like IKEA did. You can tell people what they’re in for now that they’re part of your family (so to speak), such as the Birchbox or Target examples above. You can also just get on with the deals, giving the new customer a freebie or discount for signing up.
- Following up
It can be a bummer to send an email to a large group of leads to only hear back from maybe half of them. It happens every day to marketers, and it’s not always their fault. Emails get accidentally sent to the spam filter, people change their email addresses, and hey, us marketers sometimes misspell someone’s email address. And yes, sometimes people did see your email and are flat-out not interested.
The only way to sort matters out is with the follow-up email. It can be scary to send an email after not hearing back, but it’s important to do so. To prepare for the likelihood of getting no response, write several email scripts. These should include the initial email, a follow-up, and even a second follow-up.
B2B marketing brand ZoomInfo shared some startling statistics about following up in the realm of sales. According to them, lots of salespeople are deterred after one ignored email, with almost half (44 percent) failing to follow up again.
Despite that, leads and customers want more from their companies. ZoomInfo found that more than half of the people surveyed (75 percent) expected at least two follow-up phone calls, sometimes even four. A much smaller percentage of people (just 12 percent) were willing for companies to “try as many times as it takes to get a hold of them.” That’s a little extreme, but the stats to prove you shouldn’t give up after one ignored email.
When you write your follow-up email script, don’t do it in such a way that you’re treating the lead like they ignored you intentionally. Have some faith and be persistent. Give them more means of reaching you, such as by phone. You can see what we mean in this example.
- Winback Emails
Related to the follow-up email is the win-back email. By this point, you can kind of assume whether your leads have an idle email account, an inactive primary account, an inactive secondary account, or if they’re just blowing you off.
According to Marketing Land, when they studied other companies and marketers like them, they discovered that 33 of 100 companies used win-back emails. Up to 92 percent of these emails wound up in the respective inboxes of the intended recipients. The open rate was 12 percent, which, while not amazing, ain’t bad, either.
There’s even more hopeful news to be had. Marketing Land, in their own win-back campaign, discovered that most of those customers who got the first win-back message were willing to read further emails (45 percent of recipients). Even better is that 300 days later, a good chunk continued reading emails (25 percent).
There are plenty of win-back examples out there. We’ll show you a few, from Sephora, Netflix, and Bath & Body Works.
Like with any email, sweetening the deal with freebies, discounts, and coupons never hurt.
- Educating Emails
Why did your leads subscribe to your email newsletter? Is it to get deals or is it to learn something? If you’ve done your work, it’s both.
Educational emails can be incredibly valued. Sure, there are no coupons, but they give the reader something to chew on. They can help the reader be better at their own business or personal life, and who doesn’t want that?
Not only will readers come back to you again and again to learn more, but it’s beneficial for you, too. You get to position your company as an authority in your niche or industry.
Here’s what we mean.
This DIY company focused on pizza-making for their educational email. They provide several links, including how to make pizza dough, create awesome pizza art (we see you, Iron-Man!), and even hack your own pizza box. These links may be to articles or videos, but either way, you want to click them.
The more fun you can make learning seem, the better.
- Abandoned Cart Emails
Earlier in this article, we touched on leads intentionally or accidentally ignoring your emails. What you do in that case is follow up a few times and maybe send a win-back email.
If you do win back your lead and they start shopping, what do you do if they stop just short of the checkout button? It’s time to roll out the abandoned cart email.
Email automation software Moosend says that a good chunk (45 percent) of those abandoned cart emails you send will be seen and even opened by the recipient. Even more beneficial is those leads were also receptive to the message in the email, with most (50 percent) of them buying something.
Here are some abandoned cart email examples for your perusal.
Adding a discount code like this may convince reluctant shoppers.
We wrote about Chubbies before, and we really like the wording of their abandoned cart email. It’s playful and makes it sound like the company is doing all the work for you just in the hopes that you’ll check out and complete the purchase.
Depending on what type of company you are, you can possibly theme your products to the holiday calendar. Now that it’s early October, the holiday season is truly upon us. We’ve got Halloween later this month, Thanksgiving for many people next month, and Christmas, Kwanzaa, Hanukkah, and New Year’s in December.
A HubSpot SlideShare from 2015 found that most marketers are already prepared for holiday campaigns before Halloween (49 percent in all). That makes now the perfect time to get started with your seasonal emails.
Need some ideas? We’ve got you covered.
This Halloween email from restaurant Strada isn’t oversaturated with holiday goodness. There’s some orange, a “trick or treat” reference, and pumpkins are strewn about. It’s simple but it works.
Makeup brand Benefit, on the other hand, played up all the elements of St. Patrick’s Day. There are references to kissing, a leprechaun, a green hat, a pot of gold, and the mannequin is wearing a green polka-dotted dress.
Finally, there’s this Christmas email from retailer Curioos. It straddles the line between the Halloween email and the St. Paddy’s email. There’s Christmas trees in the background, so it screams seasonal, but it’s not over-the-top about it.
- Loyalty Reward Emails
If a customer sticks with you for a long time, they should get something out of it. In fact, they may expect to. So says Access Development, an organizational private discount network. In their 2018 Customer Engagement & Loyalty Statistics Report, they found that, in the instance of mobile messaging from customers, most wanted loyalty rewards points (55 percent) or coupons and other incentives (61 percent).
You might as well give your customers what they want so they continue to do repeat business with you.
This email from Dressabelle is a customer loyalty reward email done right. “We love you!” it screams. For her loyalty and repeat shopping, customer Winnie earned herself 15 percent off her next Dressabelle shopping trip.
This email from wine retailer OneHope also says “I love you!” but in an only slightly tongue-in-cheek manner. While there’s no discount here, there is a pretty cool overview of what OneHope’s customers do by purchasing through them.
While you don’t have to say those three little words if that doesn’t fit with your company’s brand voice, your email should have similar copy telling your customers how much you value them.
- Review Emails
Retailer Figleaves says they had more conversions (12.5 percent more) on their products after customers reviewed them. The more reviews, the better, it seemed, as conversions were sometimes as high as 83.9 percent if customers left more than 20 reviews.
We all know that reviews help sell our products and services, but how do we willingly get people to leave them?
By giving something back to your customers for their time and trouble, you too can see those kinds of conversions. Just take a look how clothing brand Boden did it.
The language in their copy is very gracious, such as the “big hearty thank you” (rather than a usual thank you). The email from the founder himself, Johnnie Barden, saying he’s waiting personally for your review is a nice touch.
Although there’s no coupon code in this example, all those who leave a review could win themselves a gift card good for $200 worth of Barden products.
If you’re going this route, make it easy for your customers to review your products. In the above email, the links to the clothes the customer recently bought are right at the end of the email. They only have to click the “write a review” button and they’re off the to races.
Effective email marketing strategies like the ones we outlined above can generate more leads, create loyal customers, boost sales, and increase conversions. Most of the email marketing automation examples were simple to implement, so what are you waiting for?
Which of the following 10 examples above was your favorite? Let us know in the comments
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