Social media – the undisputed king in the marketing domain… And then there’s email. Think of it as a grandparent to social media marketing. Don’t be fooled, it’s still reliable if used the right way. Today’s marketers may not be as email savvy, nor do they consider it to be a “cool” way of contacting clients, however, it has stood the test of time and proven itself to be an effective method of communication.
Email marketing is the practice of sending various types of content to a list of subscribers via email. This content can serve to generate website traffic, leads, or even product signups for a business. It's important that an email campaign's recipients have personally opted in to receive this content, and that each newsletter offers something of value to them.
For many of us, when it comes to wrapping gifts, the struggle is real. J.Crew Factory recognized this problem, and then created this email to serve as a solution for those incapable of pulling off a Pinterest-esque wrap job: gift cards. The email offers up two different says to pick up a gift card -- in store or online -- in an effort to avoid excluding anyone.
First of all, BuzzFeed has awesome subject lines and preview text. They are always short and punchy -- which fits in perfectly with the rest of BuzzFeed's content. I especially love how the preview text will accompany the subject line. For example, if the subject line is a question, the preview text is the answer. Or if the subject line is a command (like the one below), the preview text seems like the next logical thought right after it:
Like social media, email marketing is a fundamental tool in almost any digital marketing campaign. Email marketing doesn't cost much to get started, and you'll find lots of choices to configure a solution for your company's needs. In addition, you'll achieve impressive engagement numbers when you use an email marketing service properly. Therefore, email remains a marketing favorite.
Great companies are always evolving, and your customers expect to experience change. What they don't expect (because too many companies haven't lived up to this end of the bargain) is to be told about those changes. That said, this email from ModCloth serves as a refreshing change of pace. If you're going to change the way you communicate with a lead or customer, give them clear, fair warning so, if they aren't on board, they can make the necessary adjustments to keep their inbox clean.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. Our field guide provides everything you need to know to make the most of this platform. Learn how to create an email marketing plan, design effective emails, and test them. Then discover the power of automation and how to measure the success of your emails.
At worst, you might think I’m a bit weird for caring so much about sound quality. Or you might think I’m really weird if you knew that my loudspeakers are computer calibrated to my room. Or you might question my priorities if you knew I set up my office, so that my desk is nearly in the middle of it… mainly to be able to enjoy music better. But we’re all weird in some ways (and I’ll let you think this is the weirdest thing about me).
That isn’t to say that sales-y promotions couldn’t ever create results—as marketing “gurus” have proved. The results just aren’t as good as they could be. Take the biggest gurus’ results—the ones they boast about—and calculate their conversion rates. Often their marketing is comparatively ineffective. They just have massive volume, so the sales numbers are impressive.
What's the difference between them? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, on their birthday, or when you promote a new product. But marketing automation tools are better suited for prolonged, email-based interactions. For example, you can use marketing automation tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank-you emails or send new product promotions—all without having to lift a finger after the workflow is designed.
AWeber is another popular email marketing tool with a number of great features. Using a drag and drop editor, users can easily create automated emails and make use of their high-quality autoresponder capabilities. Users can also create subscription forms and place them on the website, blog or Facebook page. Within this tool, you can pull up charts showing how many contacts opened emails or clicked on links within your message.
Media is being consumed in ways that we could never have envisaged back at the inception of email. It's our job as email marketers to evolve with these changes by providing content that fits seamlessly into increasingly busy schedules and onto an increasingly varied number of devices. In turn, we can reap the rewards by successfully encouraging higher levels of engagement with the emails we're sending.
Litmus is an email marketing tool that is primarily focused on testing and tracking your emails. This software offers a web-based drag-and-drop editor so marketers can easily build their own emails. They also have a large selection of customisable templates to choose from. Once emails have been built, previewed (in mobile/desktop) and sent out to your contact list(s), you can make use of their detailed engagement summary reports (including open rate, deletions, how long email was open, geolocation and more).
For example, I can safely share that I listen to a lot of music, and I’m almost fanatic about sound quality. I might listen to an album with poor sound quality once, but I probably won’t go back to it. And to be clear, 95%+ of new recorded music has what I consider poor sound quality (due to an absurd standard of perceived loudness, which takes away natural dynamic range from the sound). That said, I’m not a hi-fidelity sound geek. I’m perfectly happy with my high-end studio monitors—I don’t buy $1,000 power cables, $5,000 CD-players, or $20,000 loudspeakers capable of playing back sounds too high for dogs to hear.
If you want to code your own emails, you have the freedom to do so. But this is an advanced skill that requires a good bit of technical know-how. Here’s what you need to take the coding leap—whether you’re just getting started, wondering about the basics of HTML emails, or looking for a guide to coding them. We’ve also rounded up a few more resources you might need as you become a certifiable email pro. If you're considering another platform, check out our comparison guide before you make any decisions.
Win-back: An existing customer is soon approaching the end of his yearly subscription. The customer hasn’t used your product in 3 months and you need a way to win them back and keep them for another year. Create a “win back” email that sends an automated email to all customers that are coming to end of their contract with a list of new product features and a short plan on expected releases in the next six months.