Email marketing is an easy, cost efficient way to stay in touch with your customers, let them know about new products and services, or new offers. However, if done wrong, you risk the chance of annoying your customers and being viewed as a spammer. As someone who has held positions where my sole responsibility was crafting and sending pitch letters, I am always looking to see how others are utilizing email for marketing campaigns. About 70% of my inbox consists of marketing emails. Below some examples straight from my inbox that stand out for both good and bad reasons.
1. LivingSocial Deals
LivingSocail is one of the most annoying companies when it comes to emails. Although I’m only subscribed to one of their lists, I receive at least 4-5 emails per day. Each email highlights a different deal in the subject line, but featuring the same content in the body of the email.
This is a surefire way to get users to unsubscribe from your mailing lists. One of the most important things when it comes to email marketing is not to overdo it. You don’t want to be taking over someone’s inbox with your emails. Five emails a day is excessive!
2. Nasty Gal
Nasty Gal is an e-commerce clothing boutique that has some great and some not so great aspects to their emails. When you first open the email it looks like empty space. Without pressing “Display Pictures” it’s difficult to tell what the email is about. While including images in your emails makes them look much better, when you don’t include any other information you are giving your readers one extra chance to move on without ever seeing your message.
But if you actually make it past this and display the images, the email itself is done pretty well.
At the top of the email links are included to the company’s Facebook page and one to share the email with your friends. These encourage users to engage with the email and spread it to new customers. They also incorporate social media into their email campaign by including links to all of their profiles at the bottom of the email.
Another negative aspect of Nasty Gal’s emails is that the entire email is one image that links to the same section of the website. What seem like categories at the top of the email linking to different sections of the website all actually go to the same place. This can be confusing for the customers who click on “shoes” but end up in the “new arrivals” section of the website.
3. Scout Mob
Scout Mob is a mobile app that features local deals and events. Since their business is based around mobile, it’s important for their emails to work well on a mobile platform.
Since mobile screens are smaller, the email includes a teaser at the top to let readers know what the email is about without having to scroll. Each section of the email links to a different deal or event, which can either be opened in your phone’s browser or by launching the app with the “Save to App” button. At the bottom of the email there are links to the company’s social profiles as well as links to download the app.
4. New Look Skin Center
One company that does a great a job with allowing users to see the content of the email without having to display images is a small skin care clinic in Los Angeles, called New Look Skin Center.
All of the information included in the email is visible even without displaying the images, the images just enhance the email. The email also includes a click to call phone number, allowing customers to make appointments right from the email. It also features links to the company’s social profiles and a link to their ad on YouTube which parses directly in the email if using GMail.
5. Global Citizen
Global Citizen is an organization that aims to end extreme poverty. Since their emails are generally about serious topics and usually ask for donations, they are a little less fun and little more text heavy.
The display name is set to look like it’s coming from an actual person, and the email is personalized to address the recipient by name. There is also a one sentence teaser at the top letting the reader know what the campaign is about if they don’t want to read the whole email.
6. Seamless Web
Since I receive so many marketing email a day, there are many that I don’t open. I must have not opened many of the emails from Seamless Web, a food delivery app, because I received this email from them.
The email asks whether or not you still want to subscribe to their emails since you haven’t been opening them. However the subject line, the copy, and everything about the email is worded in a way to encourage you stay a subscriber and want to open their emails more often. This is a great way to keep your list currant, weed out users who aren’t opening your emails, and remind some of them to start opening them again.