Finally, Patagonia leaves the user with a question that ultimately tries to tie in other platforms of communication, not just Email Marketing.
When you prompt your potential customers to visit your other social channels you’re bringing them deeper into your brand community and allowing your company additional avenues to communicate, nurture and pursue this customer, and hopefully drive sales.
The “Getting Started” Email
Now, for many successful brands your next step towards communicating with your Email audience after the “thank you” Email should be a “getting started” Email, which is different than a simple “welcome” or “thank you” Email.
Your customer’s lives are incredibly busy, just like yours. So, more often than not, they’ll fail to take action on your “thank you” Email. If you see that after three-days to one-week there’s no interaction with your brand, then think about strategizing a “getting started” campaign.
If you were to look at most successful digital Marketing brands, they take the introductory process a step further with a “getting started” Email.
Check out the example from Uber:
Uber has not only expressed their gratitude once again for joining their business, but they’ve also given their audience one simple task to complete. This Email is sure to get users logging on their platform and starting a relationship with their brand.
Airbnb is another platform that does this incredibly well, and you’ll see in the example provided below in both Desktop and Mobile formats. They prompt action, but it’s not a huge ask of the customer, just enough to get some interaction going with them.
The content is identical from desktop to mobile and it’s perfectly optimized as well. By prompting the user to add elements to their Airbnb profile they’ll automatically engage with those users. Once you’re on Airbnb’s website it’s almost impossible to not check out a piece of property, or two, or one of the hundreds of events in any given area.
Where Airbnb takes their web based Email Marketing to near perfection in an almost creepy sense, is here. When you view a property and then leave it before a purchase is made they send you one of these:
The first thing to notice is The Subject Line and the Body Copy of the Email.
Once Airbnb and I have started this relationship as a brand and a consumer, it’s become more personable.
They’re using my name now.
What they’re also doing is suggesting other pieces of property that I might want to stay at instead of the one I exited their site viewing.
So, instead of allowing me to decide against my impromptu trip to Isla Mujeres, Airbnb gets back into the conversation with a simple Email like the one above. When done right it’s an incredible avenue to gain traffic and conversions to your website.
Nurture & Pursue Emails
The next segment of your Email customers is what you’d call nurture and pursue Emails. These lists are normally gathered when the user opts to give your company his or her Email through your website Marketing funnel.
You Can Compile These From:
- Content Downloads
- Website Sign-Ups
- Previous Purchases
- Abandoned Carts
It’s through this process of Email Marketing where you’ll begin to learn and amplify your messaging and communication to each individual user, setting the stage for a relationship to flourish.
The Announcement Email
There’s something simplistically beautiful about Thrillist’s Monthly Announcement Emails that makes me actually anticipate their arrival.
An Announcement Email is a perfect strategy to keep your audience engaged and up-to-date on with your brand’s latest services and products. While sharing your brand’s information should be top priority, an announcement Email is also a strategic tactic that successfully drives users back to your website where you can convert them into a customer.
If your company’s goal is to drive sales or traffic, a strategic and user-friendly Announcement Email campaign that showcases a new product, feature, or service is a sure-fire way to increase open rates and click-through rates.
Another great example of an announcement campaign is this Email from Toms.
This targeted and seasonal Email knows my shopping habits and is simply letting me know that I can get the best deal for my mother if I complete my purchase now.
The Special Offer Email
A Special Offer Email is one of the most successful web based Email Marketing campaigns your brand can produce if your goal is to drive a direct response to your website or store for customers to purchase your products and services.
Special Offer Emails Should:
- Showcase your latest products and encourage customers to purchase.
- Offer a discount or special promotion.
Best-Buy does a great way of nudging its customers to partake in its sales and events. Their A.I. systems recognized that I was looking at TVs and exited the site instead of purchasing. So, to gain my attention they’ve produced a very timely 24-hour flash sale.
The prices at Best Buy are certainly unbeatable and their strategic Email Marketing tactics are helping push the growing retail brand to an increase in sales to 10% over last year. This is a very difficult task in a time when many brick and mortar superstores are closing their doors, and their Email Marketing prowess is certainly an argument for their success.
The Abandoned Cart Email
There could be a lot of different reasons that a potential customer would opt out of the purchase process on your website. It could be the load time. You may not have an SSL certificate set up. They may want to be seeing if shipping is free or if there’s a special discount once they place their item in their cart.
Whichever piece of the puzzle it is, it’s up to your team to reach out and win that customer back through this part of the process. Timing is key. It needs to happen within 24 hours, or else they might be tempted to have your competitor complete their “job-to-be-done.”
If you’re shopping on Overstock and place something in their cart, then decide to exit during the check-out process you’ll be prompted with a sizeable discount or special offer. Tactics like this are sure to show that shopper that your business is not only the best source for them to gain a product or a service, but you’re giving them the best deal.
Sometimes, well, most of the time the latter takes precedence. Look at Jeff Bezos, he built Amazon off the belief that a competitor won’t beat him on price. It’s important.
Things To Keep In Mind:
- Make it easy to convert and complete their purchase.
- Almost ½ of all Email opens are on mobile devices. Don’t miss out on open opportunities.
Brand Loyalist Emails
Deep down, people want to be part of a group. It’s in our nature, that’s why our socioeconomic structure is the way it is. Your Email Marketing campaigns should emulate that for success.
To take this a step farther, think about how you engage in a quality conversation with a friend. It’s truthful and open. Overall, great communication is personable and easy, no matter the medium.
No one enjoys talking in a room that has a hundred different conversations going on at the same time, the same way as no one appreciates being talked to, instead of conversed with. There is absolutely a difference.
The same goes for successful retained customer Emails. By this point, your customer is a part of your brand and you are a part of them. So, it’s a must that you continue this relationship.
The Membership Email
The golfing community is one of the most loyal and financially stable consumer markets around. However, due to societies decreased attention span Golf is seeing its “new golfer” segment remain stagnant. In an attempt to combat those numbers, GolfNow has taken their Email Marketing strategy to new heights.
Of course, The Body Copy states they are on a first name basis with the user at this point, but that’s not all. GolfNow knows so much about Blake that they’re showing him what the weather will be like in his city this weekend, just in case he hasn’t checked yet.
GolfNow knows Blake wants to play golf, but they also know he lives in the Midwest and the weather can change at the drop of a hat. There’s always the looming issue of whether or not the round could get rained out.
That’s where simple messaging like, “100% weather protected” leaves Blake with no choice but to sign up for a tee time.
GolfNow is completing all of Blake’s questions, concerns, and “jobs-to-be-done” on one platform and doing it as seamlessly as possible. A sure-fire way to drive tee-time bookings, Email open rates and click-through rates.
The Education & Content Update Email
One of the most prominent reasons a potential customer would want to stay in contact with your brand actually isn’t even sales focused. The best Email marketers add value to their consumers lives day in and day out. Your messaging makes them better.
A weekly or monthly Email newsletter or content offering that’s suited to your user’s interest is a proven approach.
Google does such an incredible series with their Monday Weekly Thought Starter. First off, the content is always relevant and useful, but the way it’s presented is typical Google perfection.
Simple design and mobile optimization make for as seamless of a reading experience as you can get.
User experience aside, what Google is really doing well here is the fact that they’re completing the job of making you a better person. They’re not selling you a service, they’re adding value to you. Which is more than most companies can offer.
Note: The messaging is also personalized, using my name and getting straight to the point, because I already knew this was coming.
When it’s all said and done, creating successful web based Email Marketing Campaigns is the same process as creating blogs, video content, or written ads.
You must study your customer’s data and ask your team…
“What are your customers trying to accomplish?”
“What are your customer’s questions, concerns, and ‘jobs-to-be-done?’”
If you and your Marketing team can successfully answer these questions, you’ll be able to understand your true market and then produce quality Email Marketing campaigns that your audience actually cares about and won’t just delete, or worse, throw in the spam folder.
Web Based Email Marketing Data To Test & Study:
If there’s one thing that’s for certain, you must figure out what’s the best strategy for your business. Email Marketing has an incredible amount of user data at your disposal and it’s up to your team to study it, test different tactics, and innovate for success.
Email Content To Test:
- The Copy
- The Design
- The CTA Buttons
- The From Address
Email Data To Study:
- Open Rate
- Click-Through Rate
- Unsubscribe Rate
- Spam Reports
Routine is good, consistency is key, but repetition is a brand killer. Don’t over-send Emails and don’t send on the wrong day of the week.
Before your company makes any moves to create its next Email Marketing campaign, take a step back and make sure your brand’s Emails are:
- Mobile Optimized
- Data Tested
If managing your company’s web based Email Marketing sounds like something outside of your wheelhouse, let’s chat, Evolve Digital Labs is here to help.
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