As you might imagine – we love email.
Lucky for us too. Because as email marketers working at an email marketing software company, we spend A LOT of time looking at (you guessed it) – email.
Often when we see an email we like, it gets shared with our team and we talk about the tactics used to help the email achieve its goals.
It’s one of the many ways we stay on top of what’s happening in the email space and when we see an email that we really love… well it inspires us.
We recently realised that it might inspire you as well. After all, there’s a lot to be said for learning from others and there are a lot of very smart marketers out there using email in clever ways.
So we went around and asked a few of our team members to share their thoughts on an email that they love. Read on to see what they had to say (click on the image to view an email in full).
Loved by Zoe – Head of Marketing US
Our partners at Litmus are renowned for sending superb emails. They are compelling for a few reasons:
- They’re talented storytellers, who know their audience well, allowing them to share timely and relevant tips, tricks and best practices.
- They’re not afraid to embrace multimedia messages.
Using video allows you to connect emotionally with your viewers. Once you have your viewers attention, you have a few minutes to tell them compelling stories.
Quick fact: According to Forrester Research, a minute of video is worth 1.8 million words. Using video in email is not a new concept, but it is very underutilised.
We may be biased, but we also think we create pretty great videos. If you don’t believe us, subscribe to our monthly metrics report video series to see for yourself.
Key Learning: Don’t be afraid to use video in your emails, go out there and create powerful stories!
Loved by Kelly – Content Marketing Manager
Aside from getting a heads up about any sales, I love ModCloth’s emails because they’re a great example of shopping cart abandonment emails.
They’re very clever in the way that they show the two most recent items you added to your shopping cart (but haven’t purchased). And I adore the clever subject line - Warning: Unattended items in your bag may be eaten by gnomes.
All of their emails are beautifully designed and I love the style in which they present information. The arrow is really eye catching and draws my eye straight to the good stuff – the lovely clothes I left behind.
I also really appreciate the links at the top of the email that lead to different areas of the online store. Being a bit of a bargain hunter I like being able to jump straight to the sale section from the email.
Key learning: Make the most of your shopping cart abandonment emails to drive customers back to your website.
Loved by Lauren – Digital Marketer
The thing about Uber is that they’re not afraid to try something different and they often use email marketing to kick off their experiential marketing campaigns. The content is always interesting and fun – you never know what they’re going to do next so I’m always eager to open and read their emails.
With many readers spending less than 15 seconds on an email it’s never been more important to make emails short and snappy. Uber’s emails are concise and only include the most relevant and engaging information.
Plus their emails look great. They use a sleek design to present their messaging and make the most of their hero images (often by including an animated GIF and who doesn’t love a GIF?).
Key learning: Using email for an experiential marketing campaign can be a great way to enhance your brand profile and loyalty. It keeps customers engaged with your brand, and in this example, wins Uber maximum cuteness points!
4. West Elm
Loved by Belinda – Product Marketing Manager
The reason I love West Elm’s emails is because they speak to me like I am a friend, not just a faceless customer on their email list.
For example, the subject line for this email is: 20% OFF! Because we reaalllyyy like you. It’s that personal touch that makes me actually open and read their emails.
Additionally they send me emails based on my activity. In this example I’m being targeted because I haven’t made a purchase recently. It’s a clever approach to re-engage dormant customers.
Key learning: Be human with your email copy because conversational tones really resonate with customers.
Loved by Mel – Community Manager
When it comes to nailing email design Wanderlust knock it out of the ballpark every time. Their emails are visually spectacular thanks to fantastic images, attractive and purposeful animated gifs and well designed Calls to Action.
They manage to balance maintaining consistent branding with exciting and delighting their subscribers by changing up the content, layout, imagery and send frequency.
The interesting thing about Wanderlust’s emails is that even though most readers are only likely to attend one event per year, they manage to keep top of mind all year round by sharing awesome blog content, running competitions, promoting relevant partners and sharing sideline events.
Key learning: Don’t fall into the trap of using the same old template every time you send an email. Change it up to keep your audience engaged.
Loved by Christopher – Media and Production Coordinator
Vimeo have a lot of awesome content to showcase. They have a lot going on, shows to promote, apps, new devices they’re supporting, new features on the platform. And what I really like about their emails is that they don’t shy away from including it all in their emails.
Their content is engaging and relevant to their readers, which means they can rest easy knowing that even if it’s a long email their readers will scroll.
Their content is organised in an easy to scroll manner. The images are really striking and they use logos as trust factors.
I just really like the layout. And even though I know it can be hard sharing lots of video content these guys do it really well.
Key learning: Long emails with lots of content can work well when you engage your reader with interesting, relevant and entertaining content.
So there you have a few of our favourite emails. We’d love to know, what emails do you find inspiring? Share your thoughts in the comments below.
Content Marketing Manager
Let me take you back to a time in the late 90’s. A time when I was starting my career in the marketing and events space. A time when event attendees sent their registration forms in by fax. A time when attendees were manually entered into event management systems (using some clunky desktop based events system). Eeeeek!
I think most people would agree that using email marketing makes running events much easier – it’s that simple!
The team here at Vision6 have run the annual Email Marketing Summit since 2006 and over that time we’ve learned a thing or two about email marketing for events. I’m constantly surprised by how much time automating emails can save.
So today I wanted to share this simple event marketing automation blueprint that we use all the time. It’s a great starting point for your own events, although you’ll need to work out what timing suits your email. Hopefully this will free you up to spend more time organising a fantastic event and less time doing tedious and repetitive tasks.
Automating event marketing
You can have these emails with automation triggers in place as soon as you kick off your marketing. This way you know that the right emails will go out at the right time.
The key is to be flexible and change content as you go along. For example if you find something is resonating better and getting you more conversions include similar approaches in future emails.
Automating attendee management
When it comes to the attendee flow it’s all about making sure they have the right info and add the event to their calendars.
It’s also important to continue the momentum and keep attendees excited about coming to the event, which will in turn prompt them to share with their own networks.
What is the one thing all event marketers hate? No shows. I’ve found that triggering an SMS one day prior to the event significantly helps reduce the amount of no shows at your event. Yay!
Having your triggers set up for your post event communications means that attendees get sent event surveys when the event is still fresh in their mind.
In my next blog post I’m going to cover off how you can use marketing automation to increase brand engagement at events. This is especially important for those marketing professionals of us that sponsor events and are looking to get the maximum amount of exposure for our marketing budgets.