Personalisation is the key to email success. People want to feel that marketing messages aren’t just offering them relevant products, but the message has been carefully created just for them. Personalization, according to some research, can increase open rates by 244% and click-through rates by 161%.
There are many different tactics for personalization you can use; some are complex, while others are less so. Here are eight examples of personalised emails for you to look at and consider.
1. JetBlue – Anniversaries
JetBlue has a unique approach; they purposefully send an email after you’ve been subscribed to their mailing list for one year. It’s an interesting concept that gets you thinking about the relationship you’ve built up with them over the year.
They even play on the traditional anniversary jokes such as forgetting, who’s buying the presents and that time you didn’t talk to them.
2. Amazon – Recommended Products
Amazon is an expert at personalised emails. They use your account’s browsing history to send you product suggestions for products that might be suitable considering what you have previously been looking for.
Amazon often sends these to customers within two to three days. They also send cart reminders to get you to complete transactions.
3. LinkedIn – Job Opportunities
LinkedIn has always been about the career opportunities available. Therefore, LinkedIn often looks at your experience and then matches your experience and qualifications against job opportunities other organisations have posted on the site.
These emails are sent roughly once a week and don’t require the reader to buy anything – which makes them effective and boosts the value of their job posting services.
4. Twitter – Recommendations
Twitter is a social media site that sends numerous personalized messages. Firstly, they send messages to remind you of the content that is available on the network from those who you are following and often interact with the most.
They also provide information about potential people to follow. And Finally, you could receive emails regarding the promotional opportunities available to your business.
5. Hawaiian Airlines – Birthday Wishes
Birthday wishes are a good way to show that you care about your subscribers. Hawaiian Airlines send out birthday wishes. They also offer subscribers a chance to earn 500 extra airline miles should they book within one year.
This email demonstrates intricate knowledge of the subscriber, which can be endearing, and adds a reward for interacting with the brand. There is also an element of gamification which is very attractive to most customers.
6. Netflix – Recommended Watching
Netflix is great at sending recommended watching emails to customers. They base their recommendations on previous watching history and will send details of films or television programs when they’ve been released.
The emails even have functions for the receiver to add the program to their list of favourite programs or to watch now. An additional function on the email is that subscribers can see similar programs to the one they are recommending.
7. Birchbox – Hello You
Birchbox is a company that loves to get personal. Their emails always start with the subscriber’s name and then they add on the number of reward points they have collected so far.
The products that are recommended to the subscriber are also based on their previous purchase history; this gives the best impression that the email will recommend products that are relevant.
8. Facebook – Event Trigger
Facebook is good at sending emails based on actions you’ve taken. For instance, if you don’t log into your account for five days, they will send you an email to remind you about your account.
The network will also send an email if you log back in after a length of time.
Personalization will get your email marketing campaigns more returns. There are many options for personalization, and not just including their name in the email. What personalisation will you use in your next campaign?
Let us know in the comments below.
Designing your marketing emails is completely different to designing a website or leaflet for direct mail. Subscribers and audiences react differently to your emails than they do to any other form of content. Get your layout wrong, and your campaign could be completely disregarded.
How Is Email Design Different?
Firstly, subscribers tend to open email campaigns in three stages: envelope, content and landing page. If you fail to optimise your subject line, pre-header text or sender information, then your audience could be dissuaded from opening your email in the first place. To get people to continue reading your email, you will need to design the content so it matches any promises made in the pre-header text. Your landing page will also need to build on those promises as well.
Secondly, you could struggle with the difficulties associated with coding. There are no standards for email coding between inbox providers. As there are ever more inbox providers, there are numerous codes to consider and therefore, getting your emails to display as you intended on all inboxes can be problematic.
Finally, the growth of mobile devices has made it more challenging for businesses to produce email designs that perform well on all devices. Emails are being opened on mobile devices more often than on desktop devices, so a mobile responsive design should be a priority.
Image Implementation Matter
Another consideration is that some email inboxes will automatically block images which can make certain email designs look ugly. A design that isn’t visually appealing will not attract your audience to take the next stage of the sales path.
Another consideration is that if you contain all the content in images, this can reduce the effectiveness of your email campaigns. Also, because there is less speed on mobile devices, campaigns might have very small open rates.
Therefore, while images are important, they should also be used sparingly – when they will be most effective.
How we read documents on computers and mobile devices is vastly different to how we read documents on paper. While on both sets, the reader is most likely to scan the document first to pick up key points, the reader is likely to see the whole page on a paper document. In contrast, on a digital document, the reader tends to look at what is in the left column and at the top of the page the most.
The bottom section of any page is often disregarded. Another consideration is scrolling. Most readers will not scroll down on a computer to continue reading. Therefore, the majority of the information should be contained above-the-fold.
The call to action button should also be above the fold and to the left of the page to encourage more people to click through.
Top Tips For Email Design
There are many considerations for you when it comes to designing your email. Here are some top tips for you to use in your next email design:
- Ensure all links are obvious on the page.
- Be CAN-SPAM compliant with all the necessary information included in the email.
- Minimise image use and ensure they are optimised for download and quality.
- Always have the call to action and link above the fold.
- Minimise your text. Keep it to below three hundred words.
- Minimise the use of spam words (i.e. free).
- Test your emails on multiple platforms and email clients.
If you follow these design tips, your emails will be more acceptable to your audience, and you will see better results.
What design tips do you have for email? What results do you get?
Let us know in the comments below.
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.