How to tap into the consumer’s psyche with your email marketing campaigns

You don’t need to have studied psychology or consumer behavior to know that human beings have both an emotive and rational side. Our process is essentially reactive, then proactive. We eat with our eyes, don’t we?

In an interesting article by Nielson Norman Group, Kahneman describes two specific ‘modes’ in which people process information – System 1 is our involuntary and automatic self, whereas System 2 is our attentive and analytical self. By default, the former is fast and effortless, whereas the latter is “slow and effortful”.

This psychology can easily be applied to email marketing, as our response to a campaign (i.e. open, click, purchase) is indicative of many factors: first our brain will register emotionally and then rationally; this occurs without us even registering. Therefore, as marketers it’s important to get the look and feel of an email just right, along with delivering content that’s super-relevant to the recipient. These elements are the make-up of a successful campaign that encourages the user or customer to take the desired action.

Putting this knowledge into practice requires a careful balancing act; as email marketers, we’ll often major on trying to capture our audience’s emotions, but this comes at a price if we forget to cater to their rational side.

3 tricks on how to seduce the consumer’s emotional side

Beautiful email design – sexy creative will tap into System 1 – and builds a strong foundation for System 2. A well-design email trumpets brand credibility and strengthens trust amongst subscribers. According to the Nielson Group, UX design (be that a website, email, social etc.) determines the credibility of a brand in 50 milliseconds. Similarly, the attention span of so-called ‘digital surfers’ – those that adopt a multi-channel browsing approach – is around 8 seconds. It’s therefore important that your email is polished and concise, while being 100% on-brand. If you’re wondering how you can go about optimizing your brand’s email design, we’ve got a free cheatsheet which’ll send you in the right direction.

Stunning images and a powerful call-to-action (CTA) – for a positive action to occur, imagery and CTAs must be eye-catching. Although images are said to speak a thousand words, it’s key that they complement your copy to signpost the reader and aid scannability. If you get the former right, you’ll set things up nicely for the all-important CTA. The CTA needs to be well-positioned, inviting, and not alarming. Nielson details the positive and negative outcomes of CTAs, depending on how our System 1 interprets them. For instance, avoid fierce, ‘in-your-face’ CTAs in favor of subtle yet influential ones. Too many variations, colors and options can cause disorientation, negative impressions and unnecessary delay. Minimal ingredients drive better conversions – so don’t over-complicate it!

Relevant friendly from name and a personalized subject line – personalization will always tap into our emotive side – but remember, getting it wrong can cause upset and belittle the overall message. Ensure that your data is top-notch, your segments are set up correctly, and you’ve tested the personalized elements of your email (such as subject line, pre-header text and dynamic content, etc.). Consistency is also key if you’re trying to build brand trust, so ensure that your friendly from name is recognizable throughout your email communications.

3 tips on how to win the consumer’s rationale

Granular segmentation and targeting – brands should tailor messages to subscribers’ interests to ensure the fluidity between their emotional and rational side – otherwise they’ll fail to engage in future. We ultimately want people’s System 1 to override their System 2 – i.e. the relevancy of the message will avoid scrutinization and suspicion. Segmentation and targeting is therefore your best friend; never forget the mantra of email marketing: the right message, to the right person, at the right time.

Superb content – according to Email Acid, 80% of your audience is scanning – rather than reading – your email. This ties in with the time-sensitive nature of online channels. Your content needs to be on point and you can do this through a combination of personalization: by crafting copy that oozes personality (reflecting your brand’s tone of voice) and good formatting that lets your content breathe. And, if you can make your email relevant to moments in your customers’ lives, you’ll be winning. Check out our cheatsheet on how to nail your copy.

An irresistible offering – to engage with email, there needs to be something worthwhile for the recipient, or else their System 1 will lose momentum and their System 2 will wield rationality. Consequently, it’s necessary for brands to scope the product offering in a way that reflects the needs of consumers and provides them with a solution to their pain points. This could be anything from an anti-wrinkle face cream (I’m in my 50s and anti-ageing cream is one of my preferences), to a whitepaper on healthcare (I’m a senior social researcher), to an undergraduate degree course in History (I’m a prospective History student).

 

As an email marketer, it’s your job to captivate the subscriber, and prolong that captivity for as long as it takes to drive a positive action or conversion – all the while affirming brand loyalty. It’s important to iterate that the success of your email marketing is ultimately up to the psychology of the end recipient and how they process the message you’ve sent them. Although there’s always an element of logic in our response to an email campaign, emotion is – nine times out of ten – at the steering wheel.

For more key takeaways on how to master email psychology, check out our whitepaper.

The post How to tap into the consumer’s psyche with your email marketing campaigns appeared first on The Marketing Automation Blog.

Reblogged 2 weeks ago from blog.dotmailer.com

How to use your email marketing software to prevent ecommerce fraud

From local newspapers to Facebook’s global network of two billion users, your campaigns can be seen by nearly every person in the world. Need to target flannel-wearing lumberjacks in Washington? Done. How about cat-loving motorcyclists in Texas? Easy. But with so many eyeballs on your marketing, it’s bound to draw the attention of some bad people; people trying to defraud your company. If you’re like most marketers, the thought of fraud has never even crossed your mind. And why should it? Your goals are aligned with increasing revenue, promoting customer delight, and improving your brand’s image. Fraud couldn’t possibly impact these metrics, right?

Unfortunately, the effects of ecommerce fraud can creep into every department, including marketing. Your revenue goals will suffer due to chargebacks and associated fees. Your customers’ satisfaction will drop as they’re forced to endure longer review times. Even your brand’s image could deteriorate from a public’s perception that your site facilitates fraudulent activity. When viewed in this light, perhaps it’s easier to see why you should pay closer attention to the fight against ecommerce fraud. So how can you continue to reach, and even exceed, your marketing goals while also helping to prevent fraud? Your email marketing software may hold the answer.

The email address

If you’re running an email campaign, then you already have one of the most valuable data points in the fight against fraud: an email address.

In the 46 years since the first email was sent, email marketing has evolved from a simple method of communication to a sophisticated system for connecting, engaging, selling, and, yes, protecting your business from fraud. In fact, when fraud rates are compared to other marketing channels such as ads on Facebook or Instagram, customers who come via your email marketing are four times less likely to be fraudsters, according to data from Riskified, a leading eCommerce fraud prevention company. You can thank the old reliable email address for this.

For years, fraud-prevention professionals have been using email addresses as a form of identity verification. They know that certain characteristics of an email address are typically associated with higher risk customers. For example, the age of an email address can be helpful in understanding whether your customer is a known and trusted member of the internet community or a swindler. Tools such as emailage exist to help you quickly recognize an old friend from a new enemy. And while the age of an email is important, so too is the provider, as some are safer than others.

Gmail, for example, requires each user to verify their identity, which makes it a less likely choice for an individual committing a crime. Also, the naming convention of the email can be a strong indicator. If you notice an address that looks odd or resembles a keyboard smash like asdf123@gmail.com, proceed with caution, as this can be a sign of a charlatan waiting to strike. When taken together, the email age, provider, and name can help you separate a customer from a thief.

Promotions

Customers love promotions; fraudsters don’t.

You’ve learned about the four Ps of marketing: price, product, promotion, and place. The four Ps are what drive customers to consider your product and, ultimately, purchase. But one of those Ps – promotion – can also help you avoid fraud.

We often think about promotions as a way to advertise a product or brand, quickly sell inventory, and create loyalty among new and existing customers. Promotions also happen to be extremely effective at verifying legitimate, loyal customers. As a matter of fact, ecommerce transactions that don’t include a promotional code are three times as likely to be fraudulent as transactions that do include a code, according to Riskified. Why? Because when a fraudster is using someone else’s credit card, he doesn’t care about entering a promotional code to save money.

So when you’re designing your next email campaign to promote the launch of a new product, consider creating a unique promotional code to accompany it. Not only will your customers thank you, but so will your fraud prevention team.

Behavioral tracking

Keep your friends close and your enemies closer.

In marketing, the more you know about your customer and their behaviors, the better. Well, the same is true in fraud prevention. Thankfully, many email marketing platforms automatically capture and store behavioral data about your customers through the use of cookies. One important piece of data your marketing system captures is the pages your customer has viewed and the order in which they have viewed them.

Pageviews, and, more importantly, the order of the views, can be vital in differentiating a customer from a crook. Just like your legitimate patrons have buying journeys, so do your fraudsters. While a faithful shopper will typically compare prices and read reviews resulting in a lengthy pageview history, fraudsters will not waste their time learning about your products. Instead, they will quickly go to your site’s product page and purchase the highest value item. So next time your fraud team is scrutinizing an order, share that customer’s pageview history with them. It could determine whether a loyal customer gets their goods or a fraudster’s attempt at a quick take is thwarted.

Bringing it together

By leveraging what’s already available in your email marketing software you can fight ecommerce fraud while improving your performance metrics.

Reviewing your database’s email addresses, including promotional codes in your email campaigns, and tracking the behavior of your customers are all effective ways of using your emailing platform to increase revenue while also fighting fraud. And, sure, it’s easy for us marketers to turn a blind eye to fraud, as on the surface our goals are rarely aligned with preventing it. But when you realize the impact fraudsters can have on your marketing efforts, it can quickly change your view. So before you get started creating that new marketing campaign, consider implementing some of the suggestions above. Hitting your marketing goals could depend on it.

This post was written by one of dotmailer’s partners, Riskified, a technology company focused on leveraging data and innovation to ensure brands are always one step ahead of online fraudsters.

The post How to use your email marketing software to prevent ecommerce fraud appeared first on The Marketing Automation Blog.

Reblogged 1 month ago from blog.dotmailer.com

The welcome program: the first step towards data-driven email marketing automation

However, given the sheer quantity of data brands are leveraging, automation programs are becoming necessary to win the email marketing game. Consumers’ expectations are rising, and highly personalised, 1:1 communications are becoming the norm among brands who wish to establish and maintain a good relationship with their customers.

Fret not, however!

Automation doesn’t have to feel like jumping into the deep end — we all start learning how to swim with a little paddle. A welcome email introduces your brand to new subscribers and sets their expectations with regard to your email marketing; this is a great place to test the automation waters.

As a customer, I want a timely response to my sign-up and more information on what I’m going to receive. It’s also worth noting that – according to Big Commerce – 75% of email subscribers expect a welcome email after joining a mailing list. This positive first impression helps a customer maintain their interest and trust in your brand; both of which are crucial for your sending reputation and deliverability.

Nevertheless, according to a 2017 Econsultancy survey on UK & U.S. marketers, only 44% sent welcome emails, despite them delivering higher open, click and conversion rates than ordinary promotional emails (Big Commerce**). Brands are subsequently losing revenue by not implementing a welcome series.

Equally, a welcome program is a great opportunity for brands to drive engagement and get to know their customers. It’s like the beginning of any relationship, whether it’s a colleague, a friend, or a partner: when we meet people, we want to find out more about them so we can understand their interests and eventually nurture a mutually beneficial relationship. Enriching your customer insight during a welcome series will help you to build a data foundation to leverage, ultimately driving lifetime value.

Here’s an example of a three-part welcome program that can help you to boost your brand at the beginning of the relationship.

3-stage welcome program with a preference center

  1. Online sign-up

It’s important to keep the sign-up simple (e.g. via a pop-up) to drive organic data acquisition. Save the preference center for the welcome series, as asking for too much information at this early stage can increase the drop-off rate.

  1. WELCOME 1 – Thanks for signing up!

This email should be sent within a few minutes of the sign-up, and include brand visuals so that the subscriber recognises who it’s from and what it’s about. It’s also important to incorporate a double opt-in link so that the email account can be verified.

  1. WELCOME 2 – We’d like to get to know you 😊

In this email, it’s key to engage the subscriber and incentivise them to do something. My advice would be to invite them to complete a preference center, allowing them to dictate their own email journey. This stimulates interest, builds trust, enriches your data and ultimately helps you create a profile of your subscribers. Off the back of subscribers’ responses, you can put them into segments and opt them into different programs for targeting purposes.

  1. WELCOME 3 – Thanks for updating your preferences!

This is the reward bit. For those who haven’t update their preferences, I would send them a reminder to do so. For those who have, say ‘thank you’ and let them know what emails you’re going to send them (this can be done using dynamic content). In terms of reward, this could be anything: a complementary product, free delivery, money off their first purchase, some downloadable content etc.; it totally depends on your business and what’s important.

Remember: you scratch my back, I’ll scratch yours.

According to Digital Commerce 360, retailers that generate the most revenue from new subscribers typically send three welcome emails, incorporating a discount within the series. Although discounts are not always advisable (as they can devalue the brand), you should always offer some sort of reward off the back of the subscriber fulfilling an action.

Nowadays, a welcome program is an essential component of your email marketing strategy. If you’re not doing one, you should be! Driving brand value and customer engagement from the off will pay dividends. Remember, a first impression goes a long way!

The post The welcome program: the first step towards data-driven email marketing automation appeared first on The Email Marketing Blog.

Reblogged 3 months ago from blog.dotmailer.com

How to approach a cool email creative design

Email creative design is important for many reasons. Firstly, you are representing your brand via an electronic communication – so you want to make the right impression and ensure that your contacts to have a positive interaction with it.

A well-constructed yet simple email will also contribute to a positive sending reputation, as it’s the quality of the campaign’s design that will inspire repeat interaction. And this repeat interaction is what’s needed to build a loyal contact base that frequently engages with you via email.

Top tips in approaching email design

When designing for email, you should always approach the task as though you’re dealing with hostile environments: spam filters, rendering differences (Outlook rendering differs to that on Gmail, and it’s the same with Android and iPhone). Email has to jump through many hurdles to render correctly so bear this in mind when creating templates and layouts. Ask yourself: will this design contribute to the purpose of the email or is it unnecessary graphic furniture?

11 seconds…

11 seconds is the average length of time people take to decide whether they want to interact with your email. So with this in mind, ask yourself, does the email content have too many bells and whistles? Is all of the content necessary or is some of it just gumpf? An overloaded creative can dilute impact and appear overwhelming, preventing your contacts from following through with the primary goal you had in mind. Simplicity is key; a design with purpose contributes to increased conversion and ultimately ROI.

Where is prime real estate?

It’s the top left-hand corner of ALL emails? Why? Because it’s what’s viewed on the preview pane of Outlook. It’s what’s pulled through in the pre-header text (important when viewing email on a mobile phone).

Remember to reinforce the CTA when they get to the bottom of the email; this should highlight the purpose of the email and act as the teaser to drive the next action.

Think outside the box

For email campaigns that are going to be viewed regularly, such as welcome programs or lapsed customer programs, why not soup them up by incorporating some animation? Tech giant, Dell, lifted email marketing revenue by 109% by using a GIF-centric campaign – so it’s a tried and tested tactic. You can also maximize the effort that goes into creating GIFs by opting for ‘evergreen’ blocks that can be used across other campaigns.

If you need help with creating awesome GIFs for your emails, our Creative Services team run animation workshops that are designed to help you optimize interactions and ensure the designs can degrade gracefully for mailbox providers that can’t render animation.

Tracking

It’s important with all these design efforts that you’re tracking the impact they’re having on your results. When it comes to CTA buttons or any links, make sure you’re tagging them so you can a) work out what content has the highest interest and b) what CTA has the most impact. This is important to get insight into what resonates with your contacts and what doesn’t.

Don’t forget…

Despite email design being key, always cater for contacts who have images turned off (images are turned off by default in Outlook!) So, use text that will encourage them to view the content in its intended format, and offer a plain-text version of your message for every campaign you send out.

The above is just a snippet of the design tips you can apply to your email marketing. If you’d like to get some more expert advice, our Creative Services team have years of experience in email design and best practice; get in touch with your Account manager for more information.

The post How to approach a cool email creative design appeared first on The Email Marketing Blog.

Reblogged 3 months ago from blog.dotmailer.com

Machine Learning: A competitor email experiment

A firm belief of the dotmailer team is that marketing automation allows marketers to focus more of their time on the strategic thinking and worry less about the manual tasks and execution. And software like dotmailer is needed to do this in various facets, from sorting and cleansing data, to designing marketing messages, scheduling them and so on. This is why we appreciate when our partners work on projects that apply the same belief. Enter Other Media, a digital agency we work with…

If you’re considering how to make the most of your email marketing, chances are you’ve been investigating personalisation and automation. As an agency defining and designing digital solutions for clients, the machine learning techniques that underpin this intelligent approach to marketing have caught our interest and we wanted to investigate their potential a little further.

We partner with dotmailer (an email marketing automation software) to help our clients, and Other Media as an agency, to get to grips with understanding our customers, but what about our competitors?

It is absolutely the right thing to focus on your customers and understanding their needs and behaviours from analysing their interactions with your brands. However, we can all benefit from taking a more outward looking approach – remembering to look at the market in which you operate.

It can be very useful to take the same way of thinking and processes that you apply to your customer marketing and apply them to your competitors. Getting hung up on what your competitors are doing isn’t healthy but keeping an eye on what they are doing, with minimal input and effort required, can be a very useful thing.

So, how did Other Media do it?

Ok, so we didn’t actually train a puppy, we trained an algorithm to sort documents, but that doesn’t sound as fun or useful. Useful, though, is hugely underplaying the importance of our latest experimentation.  

At Other Media, we thrive on delving into new trends and technologies by experimenting with what is available to help us, and our clients, to provide the best solutions for business needs. And this time the trend we focused on is Artificial intelligence (AI).

The last few weeks have seen us utilising machine learning, a particular branch of AI, to enhance our ambient data technologies. We wanted to see what AI could do for us in terms of analysing vast swathes of data in order to help us understand competing brands.

The ambient data technology, JustNow, collects real-time or near real-time data from multiple sources including Google Analytics, social media, news feeds and email newsletter campaigns. Our custom data displays help our clients to see the bigger picture of how their marketing activities, and those of their competitors, might be driving visitors, sales and value.

We used machine learning technology to distil insight from data and present it through this ambient, real-time display. We looked at the collection and display of competitor newsletters and asked ourselves this question:

Can we build a picture of what is going on in a competitive market by using artificial intelligence and machine learning techniques to automate the reading and classification of news?

Well the spoiler is that, yes, we can.

To find out more about machine learning (what it is, what its applications and implications for businesses are), and see what our resulting data screen looked like and get a feel for how it could look for your organisation, download the experiment report here.

The post Machine Learning: A competitor email experiment appeared first on The Email Marketing Blog.

Reblogged 3 months ago from blog.dotmailer.com

3 ways to add user-generated content to triggered email campaigns

Yet due to their automated nature, many marketers shy away from the idea of personalizing triggered email visual content beyond basic audience segmentation. However, adding personalized visual content to even the most specific triggered email campaigns can greatly impact their effectiveness. And, if done correctly, implementing this personalized content only requires legwork in the initial set up of the campaign.

User-generated content (UGC) can add that personal touch to triggered email campaigns — allowing email subscribers to see and interact with authentic photos and videos of your brand and its products. A study by Pixlee has shown that displaying user-generated content on marketing channels can increase online conversions 2-4x. The power of user-generated content can also be brought to different triggered email campaigns.

In this post, we’re going to explore three types of triggered emails that can be enhanced with user-generated content to increase click-through and conversions.

Abandoned cart emails

Marketers project almost visceral reactions when talking about shopping cart abandonment. They are aware that it’s a big problem yet at the same time a lucrative opportunity. Approximately $4 trillion worth of merchandise will be abandoned in online shopping carts this year and about 63% of that revenue is potentially recoverable.

Displaying product-specific customer photos and videos in abandoned cart emails can help to contextualize products for shoppers who are still in the early stages of the purchase funnel. It also adds a layer of social proof and peer validation to help shoppers, who may not be able to touch and feel a product as they would in a store, to make a purchase with confidence.

Browse recovery emails

While product page browsers may not have as high of intent to purchase as those who leave items in abandoned online carts, these browsers have still indicated some interest. Consider this: If you only send emails to subscribers who have abandoned items in cart, you’re ignoring 75% of shoppers who could be re-engaged to re-visit your website.

One way to display user-generated content in browse recovery emails is to highlight similar products to re-engage these browsers. It can help the browser to discover relevant products offered by your brand that he or she might be interested in.

Lifecycle emails

Finally, lifecycle email campaigns (such as Welcome emails, Order Confirmation emails, or Shipping Confirmation emails) can play important roles in your customer loyalty and retention.

While the primary message of these emails is transactional, displaying user-generated content to upsell and cross-sell can help to personalize these email campaigns. Furthermore, incorporating real customer photos and videos into lifecycle emails can also help you to highlight your greater brand story through email touchpoints.

Conclusion

Triggered emails are a powerful way to personalize brand messaging and to recover revenue. To improve your triggered email campaign engagement and increase click-through rate, consider your visual content. Does it contextualize your products in an authentic way? Does it help your subscriber to discover similar or complementary products? If the answer is no, consider using real customer photos and videos to enhance your email engagement and encourage website revisits.

The post 3 ways to add user-generated content to triggered email campaigns appeared first on The Email Marketing Blog.

Reblogged 4 months ago from blog.dotmailer.com

Email marketing for ecommerce

As a marketer you know the importance of data. Without it you don’t know who your customer is, how to target them and, even worse, you don’t know how your activity is performing.

When you sell online your ecommerce platform collects a lot of data. Your chosen platform knows who your customers are, where they live and what they buy. It also knows about all your products.

Wouldn’t it be great to use all that data in your email marketing, without having to get a team of developers to do all the work to integrate the platforms? Wouldn’t it be amazing if you could do it all yourself, and have the data flowing in minutes?

Well today might be your lucky day.

Introducing Commerce Flow

We’ve built our new Commerce Flow platform to make it easy for retailers to get data from their online store into dotmailer. By using Commerce Flow your customer, subscriber, product and order data will be made available in your dotmailer account without the need to bribe your developers to get the work done.
Once that data is in dotmailer you can use it to target your customer with laser-precision; personalise emails, easily showcase your products and power automation in record time.

The platform is currently compatible with Shopify Plus, Shopify and BigCommerce, but we’re not stopping there. Soon Commerce Flow will be compatible with over 50% of the world’s online stores, with additional support for WooCommerce and Shopware.

We look after the tough stuff

A welcome email is one of the most important emails for a new customer. Use our drag and drop Program Builder to design a welcome program, and you can use Commerce Flow to automatically enrol every new subscriber. You’ll be able to easily visualize the customer journey and engage every new contact without lifting a finger.

Set-up is super easy, and once it’s done you won’t have to worry about it again. Choose the data fields you want to sync and enjoy automatic targeting for both new customers and checkout abandoners.

“But I use Magento”

As a Premier Technology Partner of Magento, our integration with Magento 1 and 2 offers an even deeper connection. dotmailer for Magento gives you advanced data sync, along with detailed sync reports and single sign on. Plus, if you ever have a problem, our team of experts are on hand to help 24 hours a day, five days a week.

Drive your business with smarter targeting

Having seamless access to your ecommerce data allows better targeting on a mass scale. Score points for personalization and deliver relevant messages by using order history and customer information to create highly focused content for every contact.

Whether you’re using Commerce Flow or our Magento integration, our ecommerce partnerships allow you to better drive store revenue with your email marketing.

If you want to use Commerce Flow, we can help you get started. If you’re using Shopify, Shopify Plus or BigCommerce, you can get going today. If you’re using another platform, let us know.

The post Email marketing for ecommerce appeared first on The Email Marketing Blog.

Reblogged 5 months ago from blog.dotmailer.com

Can email newsletters be sexy?

Do you ever just open your mail app and think “what sexiness will I see today?” … no, I doubt you do. But think about this; there are specific reasons you’ve opened an email, clicked through to a website, or a completed an action – and that’s because the content is engaging and the email is visually stimulating.

So, what does make an email sexy? As above, content and appearance is key, but don’t forget about brand recognition. Keeping consistency between your newsletters will keep your customers loyal and of course get them talking to their friends; “Hey mate, you’ll never guess what I got emailed today, you’ll absolutely love it!”

Here are some of my recent favourites and why.

Brand: Paperchase

Why does it work?
Firstly, if you subscribe to Paperchase emails, you’ll know exactly why you like them: their subject lines! Secondly, if you aren’t a subscriber – do it now!

 

…. And the subject line for this email is *drumroll please*… Page Against the Machine – 20% off Notebooks.

Paperchase have fun subject lines throughout the year, often themed around seasonal events. And nine times out of then they tend to get a song stuck in your head!

So, what’s outstanding and sexy about this email? Besides the subject line, I absolutely love design; it’s like your very own notepad of things you want and are likely to buy – because you can never have too many notepads in my opinion (I have a huge soft spot for stationery). Paperchase doesn’t need to use large call-to-action buttons, because they’re heavily image-based newsletters and it’s easy to understand where you’ll be taken to when clicking on a product.

See the full email.

Brand: Daisy London

Why does it work?
Looking at the website, and looking back at this email, I don’t think I’d need to see the logo to recognise that this is Daisy London.

It’s one of the cleanest emails I’ve seen, and really utilises and makes the white space work for them.

I love the Instagram-style imagery which represents the type of audience they’re marketing to: think boho-chic / Coachella. It’s also obvious that this is a seasonal campaign – and it certainly makes me want to sit in the sunshine with a fruit cider while making daisy chains!

Next, onto the content. It’s short, friendly and readable, and all the key detail is held above fold (before you must to scroll to see the rest). There’s also a strong call to action (CTA) that you’re immediately drawn to because of the tonal contrast.

See the full email.

Brand: Grenson Shoes

Why does it work?
I really like the clean block imagery and centralised content in this email. I don’t feel bombarded with information, either – which is always a good start.

 

Grenson is a very unique brand within its industry, with all shoes being completely hand-made – and I feel that that comes across in the personality of the brand’s email creatives.

A few things in this email stand out for me. For starters, the subject line “Thank you [First Name]” is sweet and modest. Typically, key content and CTAs (call-to-actions) sit above fold – not in this case, because it’s a ‘Thank you’ message and Grenson has used a letter-style format that feels more personal. They thank [you] for [your] purchase, ask you to complete a one-minute survey (it’s very important to state an estimated completion time when asking someone to complete a survey). What’s more, they advise on aftercare for your brand-new shoes which is a fantastic customer experience.

See the full email.

Still needing some inspiration?

Check out our Hitting the Mark benchmark report – a free download featuring the hottest insights into 100 brands’ email marketing strategy.

The post Can email newsletters be sexy? appeared first on The Email Marketing Blog.

Reblogged 5 months ago from blog.dotmailer.com

Deliverability: it doesn’t have to be the Pandora’s Box of email marketing

Email marketers should not be scared of Deliverability – it’s an essential part of email marketing that needs to be understood in order to drive best-of-breed sending practices.

What is Deliverability?

Deliverability is quite literally the ability for your email campaign to reach the inbox of the recipient. It is crucial not to confuse “Deliverability” with “Delivery”. According to Return Path, Delivery measures emails that have not received a hard or soft bounce – i.e. that haven not been rejected – but it does not measure where the email has landed. Deliverability on the other hand refers to the placement of your emails, be that in the inbox, the spam folder or a black hole in some galaxy far, far away.

How can I – as an e-marketer – maximise the deliverability of my email campaigns? Here are my top 5 tips:

  1. Get permission!

Make sure that the contacts you are emailing have given permission to receive emails from you and are expecting what you send. Getting consent from your contacts and setting the right expectations from the beginning helps build a strong sending reputation.

  1. Listen to your contacts

Target your engaged contacts; this helps you to maintain a healthy sender reputation which helps maximise your delivery to the email client (i.e. Hotmail) and placement in the inbox. The contacts that are continually engaging are showing you that they want to hear from you. Be strategic when emailing your un-engaged contacts; it is recommended not to email subscribers that have not historically engaged with your brand. This depends on your recipients – when does it make sense to remove them? Different product/service/email lifecycles will dictate different engagement strategies. As said in tip #1, this is a conversation. If the recipient isn’t interested in continuing, it’s time to change what you are saying to them. At this point, create a strategy that will target unengaged recipients with the purpose of wining them back. If they don’t respond to your “win-back” strategy, stop emailing them. Continually emailing unengaged subscribers weakens your sender reputation, causing lower inbox placement and response rates.

  1. Maintain your list hygiene

This will help you with targeting content to specific subscribers. Ensure that you are utilising the folder system within your account in order to manage address books. This will help you identify contacts and organise them in a way that best fits your sending strategy.

  1. Segment based on suitability and email behaviour

Look at contact interactions such as opens, clicks and conversions. Remember, a conversion does not necessarily mean a purchase, but rather a positive action in response to a call-to-action. This will give you more visibility of your contacts, helping you to target and engage with them further.

  1. Use in-built deliverability tools

Use the dotmailer-provided tools to help you maintain a strong reputation. Run your contacts against the Global Suppression list: this will help remove any hard bouncers/known unknown users (recipients that don’t exist). This tool is in place to help maintain your sender reputation.

As a last note, it is worth mentioning that the Email Marketing Industry – in terms of regulation – is becoming very focused on anti-abuse. With the GDPR coming in to effect in 2018, it is essential that email marketers enforce best sending practices. Conforming to these practices doesn’t just help with compliance, but it also protects your business interests. From a deliverability perspective, reaching your customers’ inboxes is a pre-requisite of driving ROI through the email channel.

Get a free copy of our deliverability myths guide, written by our Chief Privacy Officer.

The post Deliverability: it doesn’t have to be the Pandora’s Box of email marketing appeared first on The Email Marketing Blog.

Reblogged 6 months ago from blog.dotmailer.com

Winning in customer moments: why email and lifecycle marketing go hand in hand

Today’s hyper-connected consumers are creatures of habit: they journey through lifecycles on the premise of conformity and uniformity, yet they’re also impulsive. They want to do what everyone else is doing; and most of all, they don’t want to feel left out. Marketers can leverage these shared human instincts with the data they hold on their customers; not necessarily in a big brother-esque ‘freaky’ kind of way, but rather in a soft approach that taps into our human nature. Lifecycle marketing messages should be emotive, precisely because their intention is to encourage an emotional response.

If you’re unfamiliar with the term ‘lifecycle marketing’, Smart Insights defines it nicely as a “Contact strategy to prioritise and integrate the full range of marketing communications and experiences to support customers on their path to purchase.” And we know that adding an emotive and personalized layer to the messaging that’s sent to customers during their journey can really pack a punch.

We have all experienced this personal touch from an email marketing perspective – that birthday email from ASK Italian that made me book a table, for instance; the one-year anniversary email of my India trip which made me book a trip to Russia with the same company! Many brands are effectively using their customer data to drive brand loyalty and ROI. Nevertheless, there was one particular example I wanted to share because I consider it to be an exemplar of using email to enhance your lifecycle marketing.

In 2013, Mothercare had 280,000 names in their database, but now they have around 11 million in total – 3 million of which are active. According to Marketing Director Gary Kibble, the “richness” is in understanding the value of customers. For instance, a pre-natal customer is worth three times as much as a customer that shops after birth. This level of understanding comes from looking specifically at what, when and why customers purchase. Subsequently, Mothercare has built a “rich, visual picture” of customers based on information on the stage of their pregnancy.

Leveraging the above, Mothercare has created no less than 200 triggered emails to inform parents about what’s happening in their pregnancy, what they need to be thinking about, and what/when/why they need to purchase. Knowing the due-date means that this close, emotional relationship can continue after the baby is born and, importantly, remain relevant to the customer. This ties closely to the idea that humans (generally) conform, are uniform, and are impulsive. Here’s a typical example:

“Hmm, yeah, we need a baby rocking chair. It would be weird if we didn’t have a rocking chair, right? I mean, most people probably get one.

“Oooh, I really like that one; shall we buy that one?”  

In conclusion, Mothercare has effectively absorbed their customers’ insight, matched it with their product knowledge and, as a result, produced a great relationship with customers. Any retailer can digitally enhance their email marketing lifecycle with the end goal of driving customer value and increasing ROI. Core belief: the devil is in the data!

If you’d like to delve deeper into the world of lifecycle marketing, get a free copy of our guide that outlines why email is your lifeline when making customers for life.

The post Winning in customer moments: why email and lifecycle marketing go hand in hand appeared first on The Email Marketing Blog.

Reblogged 6 months ago from blog.dotmailer.com