If you don’t know already, a lot of analyzing and creativity goes into sending well-executed email blasts. You have to know your audience, decide on the frequency of emails (once a week? once a month?), create catchy subject lines to increase open rates and develop unique content. If a client or customer opts out of receiving your brand’s emails, you probably lost them forever. Think about the steps you have to take to unsubscribe. Most people don’t want to spend the 30 seconds to do that so if you’re opt-out rate is high, it’s time to freshen up your game plan.
In my opinion, if you are sending me one email per day and you’re brand’s name does NOT contain the word daily, you better be giving away free products or services. No one needs to hear from you that often. However, that approach does work for some brands. Example; Lilly Pulitzer sends daily emails and their customers are extremely engaged. In the end, it’s all about testing and, when in doubt, simply ask your customers for their feedback. Occasionally I’ll receive emails that ask if I’d prefer more or less communication. That’s brilliant and your audience will know that you value their opinion.
Here are a few brands that, in my opinion, execute well crafted and well timed email blasts.
Frequency: A few per week
Strengths: One killer graphic/image that only requires a quick glance. There is always a central theme or story. The text and subject lines are catchy and fun.
Example subject line: Tech Mate
Frequency: A few per week.
Strengths: Extremely catchy and truly original. I have never shopped at ModCloth but I still open their emails. This email is a great promotional example.
Example subject line: Well, Hello There!
Frequency: A few per week but the killer is Friday’s Buried Bauble.
Strengths: AMAZING idea. This gets customers onto your website and forces them to spend time on the site.
Example subject line: The Buried Bauble is Here!
Frequency: Daily..and I don’t hate them.
Strengths: I am engaged with this brand because I shop there and know their website has a lot to offer (great photography, sizing charts, customer reviews, amazing brands etc.) The emails are always very stylish, fashion-forward and relevant.
Example subject line: The Well-Dressed Guest | What to Wear for 3 Summer Weddings