Email marketing has been the most effective digital marketing platform for over a decade. For every $1 spent on email marketing, the return on investment is on average $38. However, while all businesses and industries can benefit from marketing via email, some industries will have better results.
The industries which do better aren’t always because their audience use email more. It could be that businesses in those industries are better at utilising email for promoting their businesses. Here are some of those businesses that are performing well, and why they are doing better.
1. The Hospitality Industry
When looking for hotels, travellers like to focus on prices and reviews. Those marketing hotels are using this to their advantage. If a user searches through hotels on a site and then doesn’t make a booking, the company will then send an email listing hotels with their prices and a link to reviews.
One example of a hospitality business that will do this is Airbnb. They use software that can send emails quickly when certain behaviours are triggered. This is when they’ve searched for a place to stay, but not made a booking.
If no booking is forthcoming on the first email, then the company will send another email offering alternatives to those in the first email.
This is a great example of not just email marketing, but also automation. The emails are also perfect, because, according to research, they give the audience exactly what they want: prices and reviews.
Ecommerce and other retailers are bound to be big players of email marketing. Sales can be directly linked to email marketing activity and therefore, organisations can track results. This often offers more justification for email marketing than other industries that cannot directly track sales to emails.
Retailers also benefit from the huge amounts of data they can collect and use in marketing. For instance, previous purchases can be tracked to specific groups of customers and then emails sent that promote related products.
They can also be used to remind customers to make purchases on a regular basis or on a repeat basis. The biggest winners in this industry are the large retailers who have more data available to them. They also have a vast audience to send emails to that allows them to multiply potential revenues from email campaigns.
However, smaller retailers are also seeing the benefits.
3. Wedding Industry
A surprising industry that is doing well with email marketing is the wedding industry. However, the industry has one massive benefit and that is time. Email marketing sales require trust between the company and the audience. Trust requires time to build up and thanks to the average engagement length of 14.5 months, the wedding industry has a lot of time on its side.
Many businesses in the wedding industry start by sending helpful tips. Then, once trust has been gained, they can start to sell products to audiences. Some of the best in the industry don’t sell their own products, but instead rather use their trust to sell products and collect affiliate payments.
Another advantage of this is that most of the work can be automated. Therefore, costs for the email marketing campaigns are limited and campaigns can be continuously improved upon.
4. Luxury Brands
Vivid storytelling and stunning photos are the perfect marketing tools for those selling luxury brands. And email is the perfect tool for projecting those two tools onto audiences.
Luxury brand sellers can send audiences photos of their products in use and display them in the wide environment to promote use and give context to how they will fit into the lifestyle of the audience.
As email marketing is also low cost, the ROI of email marketing for luxury brands is much higher.
Email marketing is great for all industries, but there are a few that are using it to great effect. The examples above can help you to refine your email campaigns for future success. Just because your business isn’t in one of those industries, it doesn’t mean that you can’t perform just as well.
Just because you are a non-profit, it doesn’t mean you can’t have an effective email campaign that grows awareness for your good cause and builds donations to help you continue with your activities.
Here are several ways to create better-performing emails for your non-profit.
1. Tell A Story
People love to hear about stories. That’s why reality television is so popular and how so many celebrities like the Kardashians have grown their brand – they’ve told a story about their lives. The same can be said about your brand and its good work.
You can tell the story of how you have helped people with your non-profit. Have you helped to educate people so they can start new jobs, support themselves, etc? These are fantastic real-life stories people like to read and interact with.
2. Tell Them Why You Need Donations
Research has consistently found that giving a reason for why you are making a request can improve positive results. Therefore, consider telling people what you are spending their donations on.
There are numerous ways you can do this but try not to be too general. Saying that you need donations to continue your good work is less likely to work than being specific about a project you are running.
For instance, you could state that you are looking to raise funds for new equipment. Name the equipment, what it is used for and how it will benefit your activities. This way, people can see how they are directly helping your non-profit.
3. Give Rewards For Interaction
Some people like to be recognised for their contribution to good causes. That doesn’t mean that they want a badge, pin, teddy, etc. for every donation they make. Sometimes recognition can be just as good. Therefore, consider ways that you can reward your patrons.
It might be something as simple as regular newsletters about a particular project, membership to special content created just for donators, or public recognition of their contribution. These can be simple to maintain.
Another thing to consider is that not all contributions are monetary. Some are based on spreading the word of your business. This can be just as rewarding for your business because if one person introduces three new donators to your non-profit, then you have three times as much towards your next project. Rewarding this person should be done, even they haven’t contributed funds themselves.
4. Test, Test And Test Again
Another important aspect of email marketing is A/B testing to ensure you are getting the most from your non-profit’s emails. Something as simple as the time of day you send emails can have a significant impact on the results.
You want to A/B test your email marketing campaigns to ensure you are getting the best results. In reality, testing is unlikely to ever stop as there are numerous tests that should be carried out such as:
- Time of sending.
- Colour of buttons.
- Language used.
- How you address subscribers.
- Subject lines, pre-header texts, etc.
5. Use Images And Videos
Text is harder and more time consuming for readers to digest. Therefore, text-only emails are going to have poorer results than those that include images and videos. Ensure you are always including something that is relevant to your email.
Videos can also be kept on YouTube or another video sharing website that can give you long-term benefits. Images can also be used on a website where they can contribute to your search engine rank.
Your non-profit needs to generate interest and donations to operate. Email marketing is a fantastic way to help with both of these, but they need to be effective. With the right words, images and other elements you can sustain your non-profit and continue to support good causes.
Do you operate a non-profit? What email marketing tips do you have?
Let us know in the comments below.
Image supplied by Pixabay.
When it comes to marketing to your prospects via email, there are countless designs, content ideas, and strategies that can make or break your business. However, there are also millions of other business email campaigns being delivered every day that you should be learning from.
Here are five awesome email campaigns that you can learn from. Not every email has had the same purpose. Some have been designed to re-engage an audience, others for sales or perhaps a welcome email.
So, what are these five awesome email campaigns?
For whatever reason, sometimes you’ll find that people are no longer reading your emails. It might be because an email address has become old and no longer monitored, or because they’ve grown bored of the content. Whatever the reason, inactive email accounts on your list cost money.
Pinkberry came up with the solution to offer a free frozen yogurt to their account if they respond. It instantly makes the re-engagement campaign more enticing to readers and helps to bring them back into the fold.
According to research, nearly two-thirds of all shopping carts are abandoned. That’s a lot of wasted potential revenue on any given website. To reclaim some of those abandoned carts, you need to remind your customers that they’ve abandoned their cart in a series of emails.
Research and tests conducted by MarketingSherpa with Envelopes.com found that sending three emails got the best results. They sent an email 24 hours after the cart was abandoned, then they sent another 48 hours after the cart was abandoned, followed by a third email with a discount code, 60 hours after the card was abandoned.
The online pet retailer achieved $30 million in sales in 2012. Part of their success is down to their social media and email marketing campaigns. They have over one million fans on Facebook, and they use that to great effect on their email marketing campaigns.
In one email, they bring a lot of elements together to make it a great campaign that is really convincing. Firstly, they add a line of how many units of a particular product have been sold. To add to this social proof, they include reviews from real customers and some Facebook comments.
Finally, to make it really convincing, they add a high-value discount code.
All this combined works because word-of-mouth recommendations (including social media) are primarily responsible for up to 50% of all purchases and customers are more likely to purchase if there are positive reviews about a product/brand.
4. Charity: Water
Email marketing is often thought of as transactional. You send an email to get something in return, purchase, information, etc. However, other emails act as marketing content which can boost your interactions and promote your brand.
The charity Water, is one company that really makes this happen. As soon as someone donates to their cause, their money takes a journey and the customer is given updates along the way. This strategy demonstrates how their donations are making an impact and increase the chance of another donation being made or that the individual recommends the charity to other donor.
BuzzFeed is a popular email sender. Their subject lines are normally thought-provoking, and they have great preview text that encourages people to read their emails. One example of their tactic is to ask a question in the subject line and give an answer in the preview text.
Another tactic is to give a command in the subject line while the preview text is the next logical thought. This conversational tone makes the emails really engaging which is why they have a high open rate.
There are so many ways to create, design and write emails and some campaigns are awesome. While you can’t copy them exactly, you can learn from their greatness and apply the lessons to your campaigns to improve your open rate and sales.
What campaigns have got you the best results? What made them different?
Let us know in the comments below.
When it comes to email marketing, there are several myths out there that can really restrict or obstruct you from using the communication channel for marketing. We thought we would debunk those myths straight away and give you the real lowdown on what you need to know.
So here are the top seven myths and the truth behind them.
1. Consumers Are Overloaded With Emails From Trusted Brands
In reality this is far from the truth. Once you’ve removed the spam emails and messages from friends, families and co-workers, most people receive very few emails. Research has shown that 60% of consumers receive 6 or less emails per day from trusted brands, while 40% receive 3 or less per day. Bearing in mind that 78% of consumers prefer to receive news of offers via email, this isn’t such a high number.
Therefore, you shouldn’t be worried about starting email marketing. If your audiences trust you then they will want to receive your messages.
2. Purchases Happen Immediately
This is again completely wrong. Email marketing has a very high ROI and is the best for digital marketing. However, not all sales are immediate. While 85% of all emails are opened within 48 hours of the email being sent, only 21% of the purchases are made within this time. Instead, 32% of consumers make a purchase two weeks after the email was sent.
This does mean that you have to be patient to see the results of email marketing campaigns. Don’t instantly think it is going to be a flop just because no-one has bitten yet. Instead wait two or three weeks to assess the true impact.
3. Shorter Subject Lines Work Better
There are many who believe that the shorter the subject line, the better the response will be. This isn’t always true. While there is evidence to suggest that shorter subject lines, those with less than 60 characters increase open rates, there is also evidence to demonstrate that subject lines over 70 characters increase the click through rate.
So consider what is more important to each campaign. Is it that people read it or that they click through to make a purchase? Then use that goal to determine how long the subject line should be.
4. Personalisation Has No Effect
There is a lot of information out there to support that personalisation has a massive impact on the reaction of the audience. Just by mail merging the name into the subject line and within the content you make the reader think the message is personal to them.
At the same time, you can segregate your email marketing campaigns so that only the most relevant people receive the content. This can prevent subscribers from leaving your list because you’ve sent them something they don’t need.
5. List Maintenance Is Just About Clearing Bad Data
There are people who become inactive on your list. But not everyone who is inactive is going to be uninterested in your services for a long time. Approximately 20% of your openers may not have opened another message in the past six months. Also, some software doesn’t pick up a read if the recipient doesn’t download any images in your email. Therefore, list maintenance needs to include re-engagement campaigns as well as removing the ‘dead wood’.
6. There Is A Solid Best Time For Email Marketing
This is complete rubbish. There are times that are best for sending out content to your list, but it is clearly dependent on your list and the audience. In fact, there might be two best times to send emails to your list if you have two very specific demographics that you market to. An example of this would be job boards who have to market to employers and job searchers. Both groups are likely to have different prime times for sending emails.
Determine when the best time is for your business through solid A/B testing.
7. The More Emails You Send, The Higher The Subscriber Rate
There is no evidence to suggest that the more emails you send, the higher the unsubscribe rate will be. In fact, the opposite has been found. When you send more than four emails a month you can expect that there will be double the number of opens. Therefore, you have been given double the chance to sell your products and create more revenue.
There are many email marketing myths. Don’t believe them all. Instead do your research and find the true statistics, see the benefits of email marketing and find what works with your audience. Then you can see the true power of email marketing and what it can do for your business.
What other email marketing myths have you heard? Do you believe them?
Let us know in the comments below.
Email marketing success is all about getting your emails opened, read and clicked. For a truly successful email campaign, all three of these things need to be done by the audience as different parts of your email contribute to the success of your email marketing campaigns and how your audience interacts with your emails.
Changing the design and the parameters of your email marketing campaigns can help you achieve better results. Knowing what to change can be difficult, especially if you don’t A/B test your email marketing campaigns.
Here are five of the best tips for writing emails that will get opened, read and clicked.
Personalisation comes in two forms: personalisation of the message and of the sender. By including the receivers name within the copy and subject line you are making the email more personal to the subscriber. Many reports have shown that doing this can increase the open rate of email marketing campaigns and by-pass spam filters.
At the same time, by having the sender of your email messages as you, instead of your company or you at your company, can also increase open rates. Likewise it helps to bypass spam filters.
The common assertion is that the best location for the call to action is at the bottom of your email. However, very few people actually read the entire email – especially if you send long emails. Yet by having the call to action close to the top; either underneath the title or on the side of the email near the top, you will see more click throughs.
This is probably because people expect there to be more relevant information on your website and want to get there quickly. If they can’t see the call to action immediately, they are simply going to abandon the email.
There is a lot of research suggesting the best times for email marketing. However, this figure is really variable for different industries. Therefore, experiment with the timing of your marketing emails with A/B testing.
Remember it isn’t always about one element of the reader process (i.e. the click through rate) – consider the customer purchasing value and lifetime value in addition to the number of click throughs you get. You don’t want your emails to just be the excuse people use to skip some work.
Another good tip is to make sure that you are sending your emails at the right time for your audience. If you have an international audience, delay the sending of your emails until they are at the right time for the receiver’s location.
4. Less Words And Images
Even though you think that branding might look cool, sometimes the best emails are those that don’t use many images and are limited on the content. The idea is to get them to your website and sell from there. By using less wording on your page and having less for them to look at on your email, you are giving them less reason to abandon your email.
5. Send Relevant Information
If you have a wide range of services or products, it is unlikely that your subscribers are going to be interested in everything. Sending content and offers they’ve got no interest in is going to do you no good. Therefore, limit the emails you send to subscribers so that they are completely relevant to the receiver. Consider monitoring their behaviour on previous campaigns, website journeys and interactions with your sales teams and social media accounts. By focusing on understanding the audience better, you can send more targeted emails.
Your email campaigns rely on the interactions the emails have with your audience. By adjusting your email design to better suit the needs of your email’s recipients you can ensure that more of them will interact with emails by opening and reading them before clicking through to your website.
How do you improve open, read and click through rates? How are you going to improve these statistics in the future?
Let us know in the comments below.
The email marketing landscape is forever changing. As such, you need to be changing your tactics with the times and ensure your emails are designed with the latest best practices in mind. One of the most important best practices is mobile friendly email designs.
This isn’t a new concept. For years now users have been able to read their emails online and it has helped to cement the importance of email marketing as an effective sales channel. By being able to reach customers at any time because they can access messages while out and about, the effectiveness of campaigns has grown. It has also allowed businesses to use tactics such as hurrying orders where retailers only have offers available for an hour or two before they go. Before mobile email, the majority of consumers would miss these offers.
So businesses have to consider mobile friendly emails if they want to be successful.
When emails first became enabled on mobiles the uptake was poor. The devices were simply not powerful enough to connect to the internet and the cost for downloading emails was very expensive. However, technology has advanced recently to the point where reading an email on a mobile device is just as easy as reading an email on a desktop. This is why more people are now reading their emails first on their mobile devices.
The number of mobile devices has also expanded. Previously there were just a few devices that were compatible, now there is everything from Blackburry, iPhone and tablets that are able to connect to the internet and read emails. As more technology, like the new wrist devices, become mainstream, there will be even more options for consumers to read their emails.
Customers Like Mobile Friendly Emails
Research has shown that those who view emails on their mobile devices are very fussy. They like to have emails that are easy to read on the devices. If they aren’t mobile friendly, often they will just delete the email and not even give it a second chance on a desktop later.
At the same time, if you do optimise your emails for mobile devices the uptake of your message will be greater across all devices. Emails optimised for mobile devices tend to be simpler and require less memory. This allows them to be downloaded faster. It also focuses you on developing a strong message that doesn’t rely on a flashy image.
So How Can You Create A Mobile Optimised Email?
There are several elements to consider when creating a mobile friendly email. Here is our quick checklist for you to consider.
1. Reduce Image File Size
Views can be increased by 94% if you deliver content that contains a compelling image against one without an image. Even though technology has improved for mobile internet speed, large image files are still going to be slow to download. A delay of just one second can cost you 7% of your conversions.
So reduce your image files to reach a larger audience. You can do this by as much as 80% without affecting the quality of your image.
2. Resize Your Image
When you don’t resize an image it will look terrible on the screen and this will affect the user’s experience. A poor experience will result in a lost chance of a sale. So instead change the image properties so they are the same size as the width of a mobile’s screen.
3. Increase Button Size
It is harder to be accurate when selecting buttons on a mobile’s touch screen. To help your audience get around this you need to change the size of your call-to-action button. The recommended size is about 47-57 pixels.
4. Use Your Own Template Or Invest In A Responsive Template
There are templates out there that are responsive to the device that the email is opened up on. Using one of these will make your campaigns easier to design and deliver. However, if you can’t find one you like, you need to code your own.
Email marketing is a powerful sales tool, but you need to stay up-to-date with the latest trends. If you don’t, then you can lose out on potential sales that can harm your future business prospects.
Do you use mobile friendly email templates? What do you do when you receive one that isn’t optimised for email?
Let us know in the comments.
- Optimise images on your emails for mobile devices.
- Improve call to action buttons on your email copy.
- Look at our responsive templates.