In simple terms, email marketing remains one of the most effective ways of reaching your customers, while it is also offers the greatest ROI rate across the digital spectrum. It is also likely to become even more influential and impactful and 2017, as brands create new and increasingly creative strategies to leverage the true potential of the channel.
While the effectiveness of email marketing is beyond dispute, however, execution is extremely important if you are to achieve the individual objectives of your campaign.
For those who are in search of inspiration and insight as they look to implement truly successful campaigns, here are three case studies and examples of genuinely impactful email marketing: –
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Charity: Water: Taking Transactional Emails to a Brand New Level
According to data, an estimated 64% of subscribers only open emails from senders that they are familiar with. This explains the effectiveness of transactional emails, which are usually automated communications that are sent after you take a specific action on a website.
While you may well be familiar with such emails, brands are striving to send increasingly creative communications that drive consumer loyalty. Nonprofit group Charity: Water have blazed a trail in this respect, as they used transactional emails to take their donors on an immersive journey that showcases precisely how their money is being spent.
Image-led and impactful in equal measure, they help to forge an emotional connection with donors and underline just how transactional emails can add value to the consumer experience.
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Uber: An Exercise in Simplicity and Consistency
Uber’s brand is defined by its simplicity, from its use of colour to the core principles that underpin its operation. This is also reflected by the brand’s email communications, which also uses concise messaging and clear calls-to-action to deliver a structured and simplified customer experience.
Such concise email communications are extremely effective in the digital age, where customers tend to skim materials that are sent to their inbox.
This is not the only lesson can be drawn from Uber’s email campaigns, however. There is also much to be said for the consistency of the brand’s approach, as every single email uses identical imagery and colour palettes to reinforce recognition, build trust and share part of a familiar brand narrative.
This is crucial to cultivating brand loyalty, and Uber have proven that improving the simplicity and consistency of your emails can deliver exceptional results.
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Postmates: Integrating Rich Media Into Email Communications
Last year, 37% of brands claimed that visual marketing was the single most important form of communication in the modern age. This is something that has begun to impact on all aspects of marketing during recent times, as businesses look to create communications that engage, inform and drive superior data retention among consumers
From the perspective of email campaigns, Postmates have made huge strides by implementing fun, appealing and interactive GIFs in their communications. These examples of rich media are visually striking and easy to consume, while they have an emotive impact that can bring the material within your email to life. GIFs are also relatively small files that readers can open without compromising download times or the performance of your device.
Animated GIFs can also be used in a diversity of ways within your emails, whether you wish to create an engaging header or draw attention to a crucial call-to-action.
These brands have blazed a trail for others to follow in the field of email marketing, while also reinforcing the core values that underpin the discipline.