8 Email Marketing Tactics That Convert
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The document outlines eight email marketing tactics: signup, welcome series, preheader and subject lines, defensive design, mobile friendly, personalization, unsubscribe, and measurement. It provides examples and statistics on each tactic, noting that personalization based on behavioral data, preferences, and purchase history has high impact on ROI. Responsive design that makes emails readable on any device can increase open and click-through rates. Measurement of email marketing campaigns is important, as the tactic generates an average ROI of $40 for every $1 spent.
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8 Email Marketing Tactics That Convert
- 3. SIGNUP
- 5. GOOD
- 6. GOOD
- 7. BAD
- 8. BEST
- 9. BEST
- 10. WELCOME SERIES
- 15. GOOD
- 16. GOOD
- 17. BAD
- 18. BEST
- 19. BEST
- 20. BEST
- 21. BEST
- 22. BEST
- 27. Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials GOOD
- 28. Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! BAD
- 29. West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. BEST
- 30. DEFENSIVE DESIGN
- 32. GOOD
- 33. BAD
- 34. BAD
- 35. BEST
- 36. Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image. BEST
- 37. MOBILE FRIENDLY
- 38. 43% of all emails sent are now opened and read on a mobile device. Return Path
- 39. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
- 40. • Content is presented in one or two columns • No horizontal scrolling • Font sizes are increased • No zooming required • Links are thumb-friendly buttons • Easy-to-use fields for input (ofen using drop-down pick lists) Responsive design is a set of techniques used to make email readable and usable on any mobile device.
- 41. • Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background. • Avoid reversing out small text on a dark background. • Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device. Design for Legibility
- 42. • Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. • Layout – One-column layout works best for mobile. If you have a multi- column layout, plan how elements shift or stack. Design for Legibility
- 43. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
- 44. GOOD
- 45. GOOD
- 46. GOOD
- 47. BAD
- 48. BEST
- 49. BEST
- 50. BEST
- 51. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
- 53. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
- 54. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
- 55. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
- 56. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors. Return Path
- 57. Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.
- 60. Lenovo, welcome email Kyle, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other? Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Kyle, I am your father
- 61. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
- 62. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
- 63. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
- 65. Outperformed a similar email by nearly 300% in items of revenue generated.
- 66. UNSUBSCRIBE
- 68. GOOD
- 69. BAD
- 70. BEST
- 71. MEASURE- MENT
- 72. Email marketing generates an average return on investment of roughly $40 for every $1 spent on it. Source: DMA
Notes de l'éditeur
- image server failed so no images were displayed.
- Your most valuable subscribers always come from your website, making it a critical email acquisition to optimize.
- Southwest Airlines present two clear engagement options: email and an app.
- The email signup form is direct, showing you a sample email, outlining benefits, and asking for just 4 pieces of information in order to sign up.
- Meineke asks for lots of contact information—email, phone numbers, mailing address—making it clear that they ’re going to send you direct mail and call you as well as email you. They also want car information that they could get themselves if they focused more on just getting you signed up and encouraging you to redeem your signup incentive coupon.
- EBags has a prominent and simple signup form.
- During early November, eBags added a seasonal appeal to their signup language to boost optins.
- Welcome emails are becoming fairly common, but welcome email series are the new differientiator.
- Threadless uses on brand imagery in their welcome email…
- … and includes four calls-to-action to deepen their relationship with the new subscriber.
- Tide doesn ’t try to engage new subscribers at all, is vague about what they’ll be delivering, and their logo suffers rendering problems.
- Zulily sends a series of welcome emails, with the first focused on referrals,…
- … the second on getting to know the new subscriber ’s brand preferences so they can send relevant emails in the future,…
- … the third focused on getting them to download their mobile app,…
- … the fourth focused on engaging them on social media, and…
- … the fifth asking for friend referral again. These welcome emails are interspersed with the promotional emails.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- Preheader text often appears as snippet text following a subject line on the iPhone, in Gmail and in Outlook new email notifications.
- Preheaders should support the subject line.
- These preheaders highlight administrative calls-to-actions or merely repeat the subject line.
- These preheaders bring a new dimension to the subject line, making the message more broadly appealing.
- The email clients that block images by default have been struck through, but it ’s changing all the time.
- … which came in handy when this email was sent because their image server failed so no images were displayed.
- This is the Anthropologie email with images on…
- … and this is the same email with images blocked.
- … and this is with images blocked.
- The UK retailer uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- Lowe ’s email is very tablet-friendly. Even their navigation bar is touch-friendly.
- They limit their product grid to two columns wide, use large text and big buttons.
- They also use plenty of white space to boost contrast and make the text easier to read.
- Costco ’s emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
- Currently the height of mobile-friendliness is responsive design. This is a Starwood email viewed on a wide screen…
- … and this is the email viewed on a narrow screen. Some of the less important content drops out and calls-to-actions get bigger.
- The administrative links at the bottom of the email are also touch-friendly.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
- The most subscribers opt out because of too frequent or irrelevant emails, so try to address those issues on your unsubscribe page.
- Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
- Uncommon Goods uses a one-click unsubscribe process and the opt-out confirmation page makes no attempt to engage outgoing subscribers in any way. The page, which doesn ’t carry any branding or offer any links to anywhere, is cold and almost hostile.
- Jetsetter offers folks the opportunity to change their email address, opt-down to receive fewer email, and to update their interests—which addresses three of the top reasons people unsubscribe.