The rapid rise in popularity of social media, smartphone apps, and video might lead many to believe that emails are no longer as popular as they used to be. However, around 269 billion emails are sent each day and the number is only expected to rise in the future, making emails a perfect digital marketing tool. In fact, email marketing is still ranked as the most effective, surpassing social media, affiliate, and smartphone app marketing.
Most days, our inboxes get filled with numerous automated newsletters that most do not even read and delete. But once in a while, a great newsletter appears, catching our interest and making us not only read it but also share it and recommend it to others. So let’s take a look at what makes a great marketing campaign and what the best ones are.
What is an email marketing campaign?
Sending a variety of content to subscribers through email is considered email marketing. If done correctly, a great campaign can lead to an increase in website traffic, higher sales, and bigger revenue. Around 90% of adults and 74% of teenagers still use email so it might be the most useful tool for achieving success.
What makes a campaign effective?
Successful and effective campaigns need to be written creatively and cleverly so that they would catch ones interest. After all, users receive a bunch of newsletters daily, so grabbing their attention should be a priority.
Marketing emails should be personalized to the reader and filled with eye-catching graphics since visuals can greatly help readers understand what the email is about. Moreover, every email must have a point, be entertaining, and easy to understand, so it is important to include a meaningful call-to-action (CTA). These campaigns should be available on every device that grants access to email, meaning that having a responsive design is crucial for success. Last but not least, the emails that are being sent out need to be verified and you can click here to read more about this.
What are some of the best marketing campaigns?
- Uber
Uber’s emails are simplistic, have a very concise initial description, followed by a very clear CTA. Their email design is presented by bright colors and geometric patterns just like its app, social media pictures, and website, making the emails consistent with the brand. Uber perfected the tactic of consistency to gain user loyalty by telling the brand’s story through all of its marketing and communication tools.
- Buzzfeed
Buzzfeed’s subject text always follows the subject line and they are mostly short and punchy. For example, the text always provides an answer when the subject line is a question and they also take advantage of graphics and humor to gain brand loyalty.
- Poncho
Poncho sends customizable weather forecasts to its subscribers and offers a super simple, yet colorful design paired with brief but funny puns and even funnier images. They’ve created a great campaign that entertains users and keeps them wanting more by using graphic design as a way of communication.
- Postmates
Postmates uses GIFs to attract readers attention and displays their services in a fun, yet effective way. They utilize images to catch people’s eye and get an emotional response out of them. It is great for making an efficient marketing campaign that will keep subscribers interested in one’s brand.
These are only a few examples of great email marketing campaigns, but they are proof that knowing how to create and run a successful one can do wonders for your business. When done right they can deliver huge returns, as long as marketers and businesses are willing to put in the effort.
