<\/p>\n
Is Email Marketing still relevant?<\/p>\n
You bet your life it is.<\/p>\n
Research from Statista<\/span><\/a> shows us that there were around 3.8 billion email users in the world in 2018. A figure that is projected to rise to 4.4 billion by 2022.<\/span><\/p>\n Of course, other channels, mobile messengers, and chat apps have appeared on the scene and proven their worth in recent years. But their effectiveness has happened very much in conjunction with, rather than instead of email marketing<\/a>.\u00a0<\/span><\/p>\n And email marketing is still so effective in fact, that in 2018 there were approximately <\/span>281 billion emails sent and received<\/span><\/a> each and every day<\/span><\/i> worldwide, an upwards trend that will result in an expected <\/span>347 billion emails<\/span><\/i> being in daily circulation by 2022. <\/span><\/p>\n <\/p>\n Well, you know very well what it feels like to have a full inbox clamouring for your attention. But you also know what it is that encourages you to open, read and respond to emails.<\/p>\n In brief, the three basics that you always need to have covered are:<\/p>\n Even if you have these boxes checked, should the content of your campaign miss its mark, your subscribers will be much less inclined to open the next mail you send, so you have to remember to live up to the promise of your subject line.<\/p>\n With all that said and done, you know as well as anyone that when email marketers<\/a> get it right – and we mean REALLY right – we don\u2019t just open and read the mail, we click and act upon its content, and we might even share it with our friends.<\/p>\n So, to challenge you to strive for excellence and relevance in your campaigns, and by way of inspiration, we have collected here a few examples of what we feel to be great, and in some cases even brilliant, email marketing<\/a> campaigns.<\/p>\n <\/p>\n Grammarly is an online spelling and grammar checker with a broad and diverse potential audience. A bit dry and not exactly the most promising of starting points, right?<\/p>\n Wrong.<\/p>\n In 2017 they brilliantly played to their strengths and capitalised on the very anglophone concept of \u201cMarch Madness\u201d with their word-play \u201cMarch Gladness\u201d in their savings event, designed to drive up premium subscriptions.<\/p>\n The very clear call-to-action is supported by simple, direct and easy to understand copy. This campaign is deceptively elegant in its minimalism, with an eye-catching design built around a concept that reflects the time of year in an amusing and engaging way.<\/p>\n This last fact is especially relevant because they are using English word-play about a product that helps you improve your use of the written language – something that will meet with wry appreciation from their audience.<\/p>\n We particularly like this campaign for its combination of simplicity and the appreciation it shows of its target audience.<\/p>\n <\/p>\n And talking about simplicity, this Airbnb campaign is a superb example of the way<\/a> in which keeping something simple exponentially increases the power of the message.<\/p>\n An exquisitely simple combination of copy, image and call-to-action text, this campaign creates a mood that tugs on the heart-strings, and almost compels you to explore further.<\/p>\n Beautiful.<\/p>\n <\/p>\n BuzzFeed are masters at creating engaging<\/a>, shareable and actionable content.\u00a0<\/span><\/p>\n Who can seriously say no to the <\/span>This Week In Cats<\/span><\/a> newsletter, or <\/span>21 Puppies So Cute You Will Literally Gasp And Then Probably Cry<\/span><\/a>?<\/span><\/p>\n Alright, alright, enough of the cuteness. <\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image5.jpg” align=”center” _builder_version=”3.23.3″ max_height=”597px”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″] There is an important point to be made here though, because their <\/span>BuzzFeed Daily<\/span><\/i> newsletter superbly demonstrates how keeping subject lines and preview text tight and straight to the point makes their campaign instantly stand out against all the other material in your inbox:<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image4.png” align=”center” _builder_version=”3.23.3″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″] Compelling eh? We\u2019d open that mail.<\/span><\/p>\n <\/span><\/p>\n As we talked about earlier, an attention-grabbing subject line and the timing of the mail are only part of the success of your campaign.\u00a0<\/span><\/p>\n Personalisation is key to engaging your audience, and studies such as the <\/span>2013 Email Marketing Study<\/span><\/a> from Experian found that personalised emails have\u00a029% higher unique open rates and 41% higher unique click rates, generating <\/span>six times higher transaction rates<\/span><\/i>.\u00a0<\/span><\/p>\n Personalisation is all about keeping the focus on the most important member of this conversation \u2013 the reader.\u00a0<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image7.png” align=”center” _builder_version=”3.23.3″ max_height=”587px”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″] As with the Airbnb example, here the pet supplies company Chewy have used an image that is absolutely spot on for their target audience, in this case dog-lovers. With a clever but subtle emphasis on the word \u201cyou\u201d they immediately make this mail all about the reader.\u00a0<\/span><\/p>\n This is backed up by the product content in the scroll being based on the users\u2019 previous purchases including clear and compelling CTAs, all of which creates the impression that Chewy are speaking personally and directly to the reader.<\/span><\/p>\n <\/span><\/p>\nHoly cow, how do I stand out in all this noise?<\/h3>\n
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1. Grammarly<\/h3>\n[\/et_pb_text][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image1.png” align=”center” _builder_version=”3.23.3″ width=”100%” max_height=”559px”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″]
2. Airbnb<\/h3>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image3.png” align=”center” _builder_version=”3.23.3″ max_height=”653px”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″]
3. BuzzFeed<\/h3>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image2.jpg” align=”center” _builder_version=”3.23.3″ max_height=”591px”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″]
4. Chewy<\/strong><\/h3>\n
<\/strong><\/h3>\n
5. Spotify<\/strong><\/h3>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_image src=”https:\/\/marketingplatform.com\/wp-content\/uploads\/2019\/08\/image6.png” align=”center” _builder_version=”3.23.3″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.23.3″][et_pb_column type=”4_4″ _builder_version=”3.23.3″][et_pb_text _builder_version=”3.23.3″]