{"id":73250,"date":"2022-09-08T14:00:00","date_gmt":"2022-09-08T18:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/10-brands-show-us-email-marketing-done\/"},"modified":"2023-09-14T05:13:45","modified_gmt":"2023-09-14T09:13:45","slug":"10-brands-show-us-email-marketing-done","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/10-brands-show-us-email-marketing-done\/","title":{"rendered":"12 Brands Show Us How Email Marketing is Done"},"content":{"rendered":"<p>An essential aspect of nurturing new sales leads is <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/unwritten-rules-email-marketing-infographic\/\">email marketing<\/a>. It\u2019s a strategy that allows you to reach out to your prospects on a more personal level with relevant content.<\/p>\n<p>According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing Association also noted that there is a 4,300% return on investment when it comes to email marketing for businesses in the United States.<\/p>\n<p>There is now no question that marketers should believe in the power of email.<\/p>\n<p>Apart from being cost-effective, there are many reasons why email marketing can be a successful channel for businesses. A well-crafted email campaign is personal, action-oriented, and measurable.<\/p>\n<p><strong> <\/strong><em><strong> PS &#8211; I put together these 10 tips for optimizing your content marketing. <a href=\"https:\/\/go.marketinginsidergroup.com\/tips_workshop?\/utm_source=link\">Watch Now!<\/a><\/strong><\/em><\/p>\n<p><em><strong>Quick Takeaways:<\/strong><\/em><\/p>\n<ul>\n<li><em>Email marketing is crucial to amplifying your general <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/10-digital-marketing-tricks-used-by-famous-business-brands\/\">digital marketing strategy<\/a><\/em><\/li>\n<li><em>Providing creative CTAs and emails will improve your click through rate across your website<\/em><\/li>\n<li><em>Typically the email list is voluntary and talks directly to your clients or prospects<\/em><\/li>\n<\/ul>\n<p>Get inspired to make awesome email marketing campaigns by these brands who know how to get the job done!<\/p>\n<h2>1. <a href=\"https:\/\/www.drift.com\/\">Drift \u2013 Break The Ordinary<\/a><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-2896884\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Brand-Email-Marketing1-1-1.png\"  alt=\"Brand Email Marketing1 1 1\" width=\"899\" height=\"461\" \/><\/p>\n<p>This welcome email sent by Drift to people who subscribed to be part of their email list is <strong>genius<\/strong>. The campaign resulted in 75% open rate and a 25% response rate that are actual replies from their subscribers.<\/p>\n<p>Its effectiveness lies in how short and straightforward it is. People are aware that emails sent by companies are <a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/email-automation-what-you-need-to-know\/\">automated<\/a>, but this message seems to break conventions.<\/p>\n<p>The wording is immensely conversational, more like a direct message on social media than a formal business communication. So it may be automated, but it maintains a personal touch thanks to its clever use of language that makes you feel as though you\u2019re having a casual chat with Dave.<\/p>\n<p>  <strong>PS &#8211; Check out our <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">weekly blog content service<\/a> to grow your website traffic and leads!<\/strong><\/p>\n<h2>2. <a href=\"https:\/\/www.paypal.com\/us\/home\">PayPal \u2013 Be Clever and Relatable<\/a><\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2896890\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/paypal2-506x1024-1.png\"  alt=\"Paypal2 506x1024 1\" width=\"506\" height=\"1024\" \/><\/p>\n<p>PayPal\u2019s email is clever and relatable, managing to effectively grab the attention of their audience. It\u2019s no surprise to learn that people tend to read what they think is relevant and applicable to their lives.<\/p>\n<p>As a marketer, you should find different situations that are connected to your services and your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-complete-guide-to-audience-research-segmentation-and-targeting\/\">target market<\/a>, and use it to your advantage. In this case, the scenario addressed was splitting bills with friends, something that used to be a pain.<\/p>\n<p>By showing PayPal\u2019s solution to this everyday problem, the company shows its customers that they know exactly how their products are being used.<\/p>\n<h2>3. <a href=\"https:\/\/www.buzzfeed.com\/\">BuzzFeed \u2013 Punchy Subject Lines and Preview Text<\/a><\/h2>\n<p>Of course, BuzzFeed is known for being the king of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/write-perfect-blog-post\/\">blog posting<\/a> and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-content-marketing\/\">content marketing<\/a>. Many of their posts have become some of the internet\u2019s most prized gems. But did you know that this company has equally awesome email marketing efforts?<\/p>\n<p>BuzzFeed plays with phrases that go along with their email\u2019s content. As seen in the photo, the punchy headline goes incredibly well with the preview text. This is a highly compelling strategy that\u2019s great for arousing the interest of readers.<\/p>\n<p>It\u2019s simple, funny, and engaging. Take a tip from BuzzFeed and start writing email subject lines like you\u2019re writing an article title, your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/improve-email-open-rates\/\">email open rates<\/a> are sure to improve.<\/p>\n<p><strong>  PS &#8211; Check out our <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-a-tech-media-agency-earned-2-3x-the-inbound-leads-with-migs-content-services\/\">latest case study<\/a> that shows how we helped one company double their leads!<\/strong><\/p>\n<h2>4. <a href=\"https:\/\/www.litmus.com\/\">Litmus \u2013 Play With Moving Images<\/a><\/h2>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-2896894\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/unnamed-3.gif\"  alt=\"Unnamed 3\" width=\"282\" height=\"512\" \/><\/p>\n<p>Animation is a great way to encourage your readers to interact with your message. Litmus is doing a fantastic job when it comes to incorporating animation in their emails.<\/p>\n<p>In this campaign, they\u2019ve used a swipe motion animation to mimic what their email tool can do. It\u2019s as simple as that. The movement catches the eye of the reader and provides a deeper understanding of the message and how the audience can benefit from their product.<\/p>\n<h2>5. <a href=\"https:\/\/www.katespade.com\/\" class=\"broken_link\">Kate Spade \u2013 Feedback is the Key<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896900\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/unnamed-14.png\"  alt=\"Unnamed 14\" width=\"432\" height=\"487\" \/><\/p>\n<p>This particular email by Kate Spade is a sure hit, as it serves to be mutually beneficial for them and their customers. The data collected from patrons can help with planning and strategy, while that 25% off is a gift every customer can enjoy.<\/p>\n<p>Ask your customers how they feel and get their insights into your services. Every customer\u2019s feedback is important to determine brand direction and fuel business growth.<\/p>\n<p>It allows you to build a foundation of loyalty within your marketplace. Customers will also feel valued if they can see that your brand understands the importance of their opinions.<\/p>\n<h2>6.\u00a0<a href=\"https:\/\/www.cooksmarts.com\/\">Cook Smarts \u2013 Offer Something Useful<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896903\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/unnamed-1-4.png\"  alt=\"Unnamed 1 4\" width=\"511\" height=\"512\" \/><\/p>\n<p>To create messages that engage your audience, you must see things from their perspective and offer something that adds <em>value<\/em>.<\/p>\n<p>Cook Smarts does this in a very clever way. They generated a daily meal plan for their subscribers to help avoid the stress associated with figuring out what to eat. Its success lies in the fact that the content complements their product and encourages users to see what\u2019s on offer.<\/p>\n<h2>7. <a href=\"https:\/\/www.bodenusa.com\/en-us\">Boden \u2013 The Sense of Urgency<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896909\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Brand-Email-Marketing7-1.png\"  alt=\"Brand Email Marketing7 1\" width=\"480\" height=\"734\" \/><\/p>\n<p>If you\u2019re one of their customers, wouldn\u2019t you want to take advantage of this last chance sale by Boden?<\/p>\n<p>The elements of this email compel readers to discover what\u2019s in store for them. There is an obvious sense of urgency that\u2019s portrayed by saying \u201clast chance,\u201d and that\u2019s enhanced by telling the reader that they almost missed out.<\/p>\n<p>Their call-to-action telling users \u201cQuick-Clean Up\u201d also gives the impression that the sale is a particularly good one where they can get large discounts.<\/p>\n<h2>8. <a href=\"https:\/\/bonobos.com\/\">Bonobos \u2013 Extend a Helping Hand<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896912\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/unnamed.jpg\"  alt=\"Unnamed\" width=\"146\" height=\"512\" \/><\/p>\n<p>Bonobos knows what their target market needs. With a mix of fashion expertise and a bit of humor, they were able to make a style guide for men\u2019s clothing. It\u2019s a perfect campaign for email marketing, which appeals greatly to the needs of their audience.<\/p>\n<p>This strategy works because <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/brand-content-marketing-strategy\/\">your brand<\/a> becomes a source of valuable information. Marketers need to understand what\u2019s important to their audience and extend a helping hand.<\/p>\n<h2>9. <strong><a href=\"https:\/\/www.uber.com\/\" class=\"broken_link\">Uber \u2013 Clear and Simple<\/a><\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896916\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/unnamed-2-4.png\"  alt=\"Unnamed 2 4\" width=\"165\" height=\"512\" \/><\/p>\n<p>Nothing beats a clear and concise message that resonates with your audience. Uber lets their contacts know about new offers like deals, promotions, and guides\u2014all paired with a simple yet strong <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/perfecting-your-digital-call-to-action-with-examples\/\">call to action<\/a>.<\/p>\n<p>The style used in the email is also very consistent with their brand and mobile app. The simple yet elegant detail complements their visual branding and serves to highlight their message more clearly.<\/p>\n<h2>10.\u00a0<a href=\"https:\/\/www.airbnb.com\/\">Airbnb \u2013 First Impressions Last<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2896921\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Brand-Email-Marketing10-1.png\"  alt=\"Brand Email Marketing10 1\" width=\"505\" height=\"773\" \/><\/p>\n<p>First impressions last, and they play an important role in email marketing. It\u2019s your first step to getting the attention of your target users. Remember, <strong>great<\/strong> impressions result in <strong>long-term<\/strong> outcomes.<\/p>\n<p>Take a look at Airbnb\u2019s welcome email. It is proactive and encourages <em>immediate<\/em> interaction. The visual elements are simple and give off a friendly vibe while the <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/perfecting-your-digital-call-to-action-with-examples\/\">CTAs<\/a> compel users to get started. It\u2019s also very friendly for mobile users, which many brands still tend to ignore to this day.<\/p>\n<h2>11. <a href=\"https:\/\/www.calvinklein.us\/en\" class=\"broken_link\">Calvin Klein \u2013\u00a0Bold and Raw<\/a><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3546 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/have-a-tone.png\" alt=\"theSkimm email marketing\" width=\"1009\" height=\"1162\" \/><\/p>\n<p>Calvin Klein is constantly trying to live up to its &#8220;young&#8221; image. Compare CK to a brand like Tommy Hilfiger. Calvin Klein\u2019s style and branding is, \u201cprovocative, modern, sensual and iconic.\u201d Tommy Hilfiger\u2019s branding is classic \u201cpreppy with a twist\u201d American fashion. The two brands could arguably be targeting a similar demographic, but the tone they use to represent themselves is very different.<\/p>\n<h2>12. <a href=\"https:\/\/www.theskimm.com\/\">theSkimm<\/a> \u2013 Stick to Your Identity<\/h2>\n<p>Research actually found that Millennials prefer email to other forms of communication from brands. While this may surprise some, there\u2019s one company that has found tremendous success by <em>solely<\/em> engaging Millennials (particularly women) over email.<\/p>\n<p>According to <a href=\"https:\/\/techcrunch.com\/2016\/05\/09\/theskimm-on-a-better-way-to-serve-the-news-to-young-professionals\/\">Tech Crunch<\/a>, theSkimm has grown to more than 3.5 million subscribers worldwide \u2013 more than the number of New York Times digital subscribers \u2013 since its launch in 2012. But what\u2019s most fascinating about theSkimm\u2019s success is that it was achieved by rejecting many email marketing best practices and exploring aspects that are often ignored. Here are three\u00a0unexpected lessons marketers can learn from theSkimm\u2019s email strategy:<\/p>\n<h3><strong>Emails\u00a0Don\u2019t Have to Be Short<\/strong><\/h3>\n<p>When email consumption shifted to mobile, marketers assumed they needed to\u00a0condense\u00a0everything to fit within the smaller screen. But when you think about how people use their phones, shrinking everything doesn\u2019t really make sense.<\/p>\n<p>People\u00a0don\u2019t expect all content\u00a0to fit within one snapshot on their phone\u00a0screen. Instead, they expect to scroll. Because\u00a0we\u2019re\u00a0all\u00a0used to scrolling in apps (like Facebook and Instagram), email is no different. Scrolling isn\u2019t a hassle, it\u2019s simply how we navigate on our phones.<\/p>\n<p>Although a\u00a0recent\u00a0study from Boomerang\u00a0claims the optimal length of an email is between 50 and 125 words, a typical email from the theSkimm is between 800 and 1,000 words. Granted, one could argue that promotional emails\u00a0will naturally be shorter than newsletters due to their purpose, the Madewell example below shows how both types of emails can be lengthy and still impactful.<\/p>\n<p>On the right, a Thanksgiving promotional email from Madewell showcases various outfits for the holiday weekend. Although it is a visually-driven versus text-driven email, it is still lengthy and requires the reader to scroll almost the length of a full newsletter from theSkimm. Allowing the email to be lengthly lets\u00a0Madewell tell a complete story instead of simply showing four small images of outfits.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3548 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/long-emails-2-1.png\" alt=\"theSkimm email marketing\" width=\"1057\" height=\"3701\" \/><\/p>\n<h3><strong>Have a Voice<\/strong><\/h3>\n<p>Retail is a visually-driven industry, and always has been. Since\u00a0retailers\u00a0are selling tangible products, it makes sense for them to lead with imagery. However\u00a0because of this, most retailers have a distinct \u201clook,\u201d but not many have a unique \u201cvoice\u201d or tone.<\/p>\n<p>This is an interesting phenomenon, because tone has always been important in marketing and branding. Tone is expressing personality through vocabulary and it\u2019s how your brand should make\u00a0people <em>feel<\/em> when they read what you\u2019re saying. But since many retail brands have focused so much attention on imagery, their tones have defaulted to become\u00a0generic,\u00a0with copy\u00a0such as, \u201cNew Arrivals For You.\u201d<\/p>\n<p>Unlike most retail marketing emails, theSkimm\u2019s are\u00a0almost completely void of imagery, and because of this, they aren\u2019t able to lean on visuals as a crutch to communicate its brand. theSkimm\u2019s tone <em>is<\/em> the brand.<\/p>\n<p>Let\u2019s take a look at an example. The headlines\u00a0below both cover the same story of Snapchat filing to\u00a0IPO. One headline is from theSkimm and one is from The New York Times:<\/p>\n<h5 style=\"padding-left: 30px;\"><span style=\"color: #2188ca;\">Headline #1<\/span><\/h5>\n<p style=\"padding-left: 30px;\"><em>\u201cWhat to say to your friend who overuses the flower crown filter\u2026\u201d<\/em><\/p>\n<h5 style=\"padding-left: 30px;\"><span style=\"color: #2188ca;\">Headline #2<\/span><\/h5>\n<p style=\"padding-left: 30px;\"><em>\u201cSnapchat\u2019s Parent Files for a Stock Offering\u201d<\/em><\/p>\n<p>Can you tell which headline\u00a0belongs to theSkimm? Of course, headline #1. It\u2019s immediately recognizable.<\/p>\n<h3><strong>Put Social Sharing Front &amp; Center<\/strong><\/h3>\n<p>Finally, just because theSkimm engages their\u00a0audience through email, that\u00a0doesn\u2019t mean they don\u2019t want to extend their reach to social\u00a0channels. However what\u00a0theSkimm understands better than most other marketers is\u00a0<em>how\u00a0<\/em>their\u00a0audience uses email and <em>how<\/em> they use social media.<\/p>\n<p>Their target demographic\u00a0is happy to receive content from a brand through email, but they typically share content with friends through social media. Because of this, theSkimm delivers its content via email and heavily optimizes it for social sharing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3543\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/theskimm-2-2.png\" alt=\"theSkimm email marketing\" width=\"400\" height=\"911\" \/><\/p>\n<h2>Wrap Up<\/h2>\n<p>These brands have successfully executed <a href=\"https:\/\/www.campaignmonitor.com\/resources\/glossary\/email-campaign\/\">email marketing campaigns<\/a> in multiple ways. It took time and effort for them to produce these strategies and we\u2019re pretty sure that decisions were based on actionable insights using target market data. Take note that you can always take inspiration from them, but a little experiment of your own won\u2019t do any harm. Brainstorm with your team, get advice from experts, and never forget to include <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\">customer feedback<\/a> in your decision-making process.<\/p>\n<p>Don\u2019t be afraid to innovate. If anything, rejecting industry norms can differentiate your brand and make your marketing stand out even more. The takeaway here is that email marketing will continue to evolve, so best practices that were true a year ago, may not necessarily still apply today.<\/p>\n<p>Now, it\u2019s time to start building your next email marketing campaign!<\/p>\n<p><em>Do you want to use some of the marketing strategies seen here on MIG\u2019s site but need some help or advice? What luck! Marketing Insider Group has a team of 35+ experienced writers ready to produce content for YOUR business. Check out our<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\"> weekly blog content service<\/a> or <a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">schedule a free consultation<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An essential aspect of nurturing new sales leads is email marketing. It\u2019s a strategy that allows you to reach out to your prospects on a more personal level with relevant content. According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":73281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-73250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>12 Brands Show Us How Email Marketing is Done - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"We all get hundreds of emails each day, so how can you stand out? 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