When it comes to creating your email marketing design and copy, there are many options for you to choose from. So how do you know which is best for your business, audience and objectives? The truth is that testing is the only option for you. However, you could shorten the length of that testing phase by learning what has worked before and implementing their lessons into your campaigns.
So which have been the best email marketing campaigns and why did they work so well?
There is a lot about this email which is really appealing. It is clear, concise and provides a simple message that will jog the memories of many audience members. What is really impressive is that they have created an email campaign that is so simple; using many images to portray the main message. You could easily digest the main message in about 10 seconds – use PayPal to help split the bill when eating out.
2. Tory Burch
This email is one of the best on the market because it uses something that few others use – animation. There is a lot of research that shows movement entices the attention of the audience and Tory Burch use movement in this email campaign about a private sale to its maximum potential. What is even more impressive about this email is that it makes you feel as if you’ve been chosen specifically for this offer, a sure winner with their target audience.
Have a few people abandoned your site? Then why not take a lesson from Zipcar and re-engage them. This email was sent to non-respondents as a way to encourage them back to the site, while this isn’t uncommon, it is a campaign that deserves special mention. Not only is the copy light-hearted but it carries an important message about the value of the service: it is economical and environmentally friendly.
Animation again makes our list with Litmus this time. Their use of animation turns what could have been a boring email into something that is fun and entertaining. It should also be noted that the heading of this email is perfect. It informs the audience what they are going to be told. The subheading is also special as it asks a question, engaging the audience.
There’s lots of advice online about how to create a compelling call to action and nearly every article will tell you that it should have some urgency to it. Well, UncommonGoods certainly listened to that advice when they created this call to action and made sure the audience knew what the value was of taking action immediately.
At the same time, instead of telling the audience what to do, it implies it in a question – making the audience come up with its own conclusion. At the same time it puts pressure on the receiver because it makes them think that they might be in trouble if they don’t get their mother’s gift on-time.
JetBlue always delivers. They have a cheeky campaign that is so personable to the audience and really engages them. If you look at their campaigns, everything from their header to the call to action conveys wit and intelligence. What more does the audience want?
There are lots of examples of email marketing campaigns that can help you develop your campaigns to achieve better results. By looking at other campaigns you can redesign your own efforts you can achieve more from your campaigns.
What has been the best campaign you’ve seen in 2015? What campaign style has worked for you?
Let us know in the comments below.
- Sign up to large brands to see their campaigns.
- Study the examples above and redesign your own emails to meet the best practices.
Email marketing is one of the best ways to communicate with your target audience. Research has proven it can contribute significantly to your sales.
Sales isn’t the only factor of success. Email marketing can open up new avenues to increase brand awareness and generate more traffic to your website or physical store.
Many of the best performing small business email campaigns have several common attributes. Looking at some of the best examples can give you ideas on how to improve your own email campaigns and achieve great success.
Here are five examples of successful small business emails:
The high quality business card supplier does not focus its content on the business card but rather on giving creative inspiration, news and business tips to their audience.
The emails have images related to the content that help the reader to ascertain quickly what the email is going to be about. At the end of the short, easy to read content is a clear call to action (CTA). The CTAs are invitations rather than demands – so appeal to the inquisitive reader. They also have clear social media sharing buttons both at the top and bottom of the page.
This company combines bicycling tours with staying in five star hotel and lodges. Their newsletter is very clean and simple – making it easier for the audience to read. The header image is often one of a spectacular view with a clear header above it to describe what the particular edition is about.
Underneath the image is the subtitle, often describing a new available offer and then the newsletter rounds off with two locations their readers can book. Each location includes an image, not of the hotel but of the scenery they will be cycling around.
At the bottom of the page is a clear call to action, with the text larger than the rest of the page to draw attention to the reader.
What makes this email so successful is not that it sells a lot, but that as soon as the email is sent out, the website has double the traffic, often 1,400 unique visitors on day of release.
Next on the list is Wine Station, who doesn’t have an online store. Instead they rely on their readers visiting their physical store. Their emails have a feeling of luxury with clear labelling and pictures focusing on their products.
At the bottom of the page they include a special offer to entice people to visit their store.
Traffic into their store can be significant after an email has been sent out, with some emails generating 10 times the amount of traffic they usually get.
This small environmental group uses its emails to encourage signups and volunteer participation. The emails include a clear call to action at the top of the email and detailed information in the body. There are also some clear images demonstrating what the event is.
Generally the success of this email is regarded in telephone calls. According to the organisation, every email they send out receives 40 telephone responses.
While technically not a small business again, this organisation does have an excellent email which raises $1000 per email sent. The charity raises funds for children in need and uses its emails for donation collection and thanking those who have participated.
The emails always include images of those who they support and carry short messages with a clear call to action at the bottom.
What Do These Newsletters Have In Common?
These emails have three main concepts in common. Firstly they all have a relevant image that portrays exactly what the email is about, they have limited text and thirdly they invite the reader to continue on the journey with a clear call to action.
- Sign on to some of the above examples and see what their emails look like.
- Take some of the lessons learned here and incorporate them into your small business email.