Today, email blasts are still fundamental marketing mediums because email itself is integral in the daily lives of every person on the web. Since our last post on the subject, new innovations have emerged such as personalization and segmentation. Personalization identifies customer’s browsing or shopping history in an attempt to increase their engagement with the brand. Segmentation is when you use that information to create different campaigns for personalized subgroups. Examples of sub-groups are “Recent Shoppers”, “Customers Who Haven’t Shopped in Over 90 Days”, “Big Spenders” and “Bargain Focused Shoppers”. By identifying your customers’ main motivation as it relates to your business, you can personalize and segment accordingly to drive engagement.
In addition to these email marketing innovations, we’ve also listed other keys factors to remember:
– The timing and frequency of email marketing campaigns. The highest engagement is between 8-10am and then picks up again after 4pm. The frequency can be determined based on trial and error while analyzing the open rates. Also, asking for feedback is encouraged.
– Keep mobile devices in mind. Out of the 2 billion email campaigns that are sent out, about 800 million of them are opened on mobile devices, according to a recent study by Kissmetrics.
– Open rates increase with creative subject lines that have a single headline or message with 50 characters or less.
Below are some examples of brands, that we think today, achieve compelling and well timed email blasts.
Frequency: A few per week.
Strengths: Violet Grey does an amazing job. Not only is their photography stunning but they offer tips and feature interest content. It’s different and sets them apart from other retailers. For instance, they usually do a cover story with one movie star a quarter. Like this one with Liv Tyler.
Example subject line: One-Minute Makeovers
Strengths: Everyday, we’re curious about Shopbop’s email blast. Each one is stylish, on trend and easy on the eyes. It’s also nice that not every one is long. Some are short and sweet. Like the one below.
Example subject line: Tomboy essentials for under $200
Rent The Runway
Frequency: A few times a week.
Strengths: We like that the email below is personal (with Lauren’s name in the subject line.) It offers a deal and explains the process of Rent The Runway.
Example subject line: Lauren: $25 Off Just for You
The Honest Company
Strengths: The brand utilizes creative and clean layouts to showcase it’s products. In the below example, the customer receives an informative email about their next monthly shipment. It’s personal and provides details of what to expect and when plus suggests new items to try.
Example subject line: Mix & Match Products for Next Month!