Jewelry Industry and Retail News

Marketing Inspiration from Top-100 eMail Marketing Campaigns

Email is an excellent way to stay top of mind with customers.

For marketers everywhere, keeping customers engaged and interested through email is an ongoing task. In fact, in a recent survey, 58% of marketers said it was their number one goal. It’s clear that maintaining good customer relationships through email is a must.

Email has been around for awhile, and if you don’t drill into your strategy, it’s easy for things to feel stale. Enter Campaign Monitor’s Top 100 Email Marketing Campaigns. Here you’ll find 100 of the best emails from a variety of business types and sizes.

Let’s take a look at five email examples that can provide some inspiration for your future email campaigns.

1. WELCOME EMAILS

Sending a welcome email after someone subscribes to a newsletter or purchases a product is a nice way to make to make them feel they made the right choice.

In fact, 81% of B2C marketers use welcome emails. What’s more, welcome emails see an 86% lift in open rates and generate 320% more revenue than promotional emails.

For example, Seafolly, a beachwear retailer, uses welcome emails to help new customers connect with the brand immediately. Their emails use a great image that’s on brand, and include links that make it easy for the customer to find what they need on the website.

A welcome email can also be used to share helpful content, in the form of guides, videos, or FAQs, to help convert a new email subscriber. They are also a fantastic opportunity to share a discount code to help encourage additional purchases.

2. NEWSLETTERS

Newsletters are the workhorses of many email marketing programs. So much so that 78% of B2C marketers say that email is integral to their marketing strategy. What’s more - and maybe more important - 66% of people surveyed preferred email as a way to get updates.

Take inspiration from The AKE, a newsletter sent out by The Drake Hotel. Hotels frequently send out promotional emails and a newsletter is a friendly way to not only share information, but also encourage future business.

The Drake Hotel uses their email newsletter to share events happening at or near the hotel, give updates on menu changes, and, of course, offer hotel promos. This fun and friendly email format is a good way to keep in touch with customers, keep them engaged, and convert leads to new customers.

3. PROMOTIONAL EMAIL

Believe it or not, 61% of consumers like to receive weekly promotional emails, and some would like emails even more often, according to Capterra. What’s more, 72% are more inclined to open an email that has a discount.

This is great news for many businesses as this type of email is easy to put together and can clearly drive sales.

For example, Speck, a Smartphone and computer accessories company, has created a colorful, to-the-point email to sell their phone cases. The email includes a simple image, as well as a compelling call-to-action (CtA) button.

Using CtAs can help encourage subscribers to click to your website to make a purchase – emails with a Call-to-Action increased clicks 371% and sales 1617%.

4. THANK YOU

A thank you email is one that’s often overlooked, especially by B2C companies. It’s a simple way to send a sincere message to your customers just to let them know you appreciate them.

Sending one around Thanksgiving is thoughtful and can help remind subscribers why they like your business in the first place. But try sending one after a purchase, something that is a little more unexpected and can help keep them as a customer.

This isn’t the place for a lot of promotion, be sure to brand the email with your logo and colors, but don’t to try to push sales too much or the sincerity will be lost. If you want to subtly add a promotion, use a promo code.

UNICEF sends a thank you email that includes a heartwarming image and a sincere thank you. This is an arena that nonprofits have traditionally excelled in, but there’s no reason your business can’t use thank you emails to increase engagement.

5. AUTOMATED EMAILS

Every email example above can be sent using email automation. In fact, they can work better if they’re sent out in a timely fashion, rather than waiting for someone to send them. The key to making automation work is to understand your customer and send emails with information that they need and want.

On - a running shoe company - gives customers an option to download running maps from different cities. Marketers at On use email automation to also send an email with the map, and personalize it with data they have on their customers.

SUM UP

There are so many ways to communicate with your customers through email; these are just a few examples. Take some tips from us and incorporate them into the marketing that you’re already doing. See how new ideas can take your business to a new level.

For more great ideas and inspiration, check out the Top 100 Email Marketing campaigns.

By KIM COURVOISIER