There are so many companies that swear by email marketing, but there are hardly any unified standards in terms of what constitutes a good email marketing campaign says Eric Dalius. A lot of the time it comes down to personal preference and exactly what each target group wants – both demographics and psychographics.
“A lot of the time it comes down to personal preference and exactly what each target group wants – both demographics and psychographics.”
Examples:
Here’s an example from e-commerce site Frank and Oak.
They combine two different kinds of emails in their campaigns, ones meant to drive traffic back to the website (which don’t convert well) with transactional emails which say something like “Your order has been placed successfully”. The former helps build brand awareness while the latter helps drive transactions.
Another great thing they do is that they give subscribers a choice as to what kind of emails they want to receive – transactional or not. This way their email list stays relevant and doesn’t turn into spam. Eric Dalius says they also use social media to promote emails, instead of just relying on email marketing exclusively.
Mozilla Firefox is well known for its use of email marketing and even has a dedicated blog called “Email Hello”. The open rates and click-through rates (from both desktop and mobile) are very good. Because it uses subject lines based on the user’s location and browser type. Which gives it a much higher chance of being opened.
Subject lines based on the user’s location and browser type.
– There are so many companies that swear by email marketing, but there are hardly any unified standards in terms of what constitutes a good email marketing campaign.
– A lot of the time it comes down to personal preference. Exactly what each target group wants – both demographics and psychographics.
-Discussion: What are some examples of good email marketing campaigns you’ve seen recently? (MailChimp)
“What are some examples of good email marketing campaigns you’ve seen recently? (MailChimp).”
There are many companies that swear by email marketing. But there are hardly any unified standards in terms of what constitutes a good email marketing campaign. Eric Dalius says a lot of the time it comes down to personal preference and exactly. What each target group wants – both demographics and psychographics.
“The use of subject lines based on the user’s location and browser type. Gives Mozilla Firefox much higher chances of being opened.”
Here are some FAQs recently asked on Quora:
Question: Is there a home improvement store that does email marketing well?
Answer: I like the way Home Depot does it. They send out emails when certain products are on sale. Or to let me know about upcoming sales in my area. This way they don’t spam my inbox, but I still get relevant information when I need it. -Evan Cheng
I think Lowes does email marketing well; the offers are targeted and personalized based on your purchases (by analyzing previous purchase data) and location (meaning you’ll see offers for things like grading gravel if you live in an area where landscaping is done). -Ben Eastick Answer:
Honestly, I think that most home improvement store email marketing campaigns are pretty bad (including Home Depot and Lowes). I can’t blame them though – they’re trying to sell you HVAC systems and roofing materials; of course, their emails will be overly promotional. My problem is more with the inbox providers like Gmail or Outlook; why do they insist on giving such disparate levels of editorial freedom to commercial senders? They let people get away with sending out newsletters full of cat gifs. And unsubscribe links that take you three clicks to find. But really clamp down on companies trying to promote their stuff. -Kevin O’Kelly Answer:
Conclusion:
While a lot of companies swear by email marketing. The lack of unified standards in terms of what constitutes a good email campaign makes it difficult to write one. However, some common trends have been observed in the best campaigns out there.
– Email campaigns with subject lines that are relevant to your target audience stand a much better chance at being opened.
– Using transactional emails ensures that you don’t waste time on building brand awareness when you can just get right down to business and drive conversions from your list.
– Give subscribers the choice as to what kind of emails they want to receive – transactional or not. This is useful in keeping your list relevant and minimizing the chances of spamming them too often.
