5 Breakthrough Email Campaigns, Part 2
In this two-part series, I examine five email campaigns recently called out in StrongMail's Email Breakthrough Report Q409. The report identifies five trends that marketers should consider when creating their own email programs. In part one, which was published in the May 27 edition of eM+C Weekly, I discussed two trends: leverging customer data, and keeping email messages clear and simple. This week in part two, I'll hit on the remaining three trends: leveraging time-sensitive promotions, clear call to actions and social media integration.
Jockey: Time-sensitive promotions
When delivered to the right recipients, time-sensitive offers not only help to create a sense of urgency to “act now," they also help to reinforce brand affinity and engagement by providing offers that fit consumers’ needs and reduce the likelihood that your messages will be perceived as spam.
Jockey International, Inc. has been satisfying the human need for comfort with innovative, high-quality products for years. The apparel retailer decided to leverage the days immediately following Christmas to hold a “3-Day Holiday Sale.” This “miniseries” featured a different daily offer, with day one offering the biggest incentive to shop early. Here's why Jockey's "3-Day Holiday Sale" worked:
- Leveraging immediacy of email. Email is famous for being the only channel that enables marketers to reach the right person with the right message at the right time. Jockey's promotion executes on that promise by leveraging the immediacy of email to promote a relevant offer in a timely fashion.
Esurance: Clear, visual calls to action
By integrating visual calls to action such as buttons and photos into email layouts, email marketers can boost clickthrough rates and campaign performance. But don’t rely on images alone; use a mix of image and text links to maintain readability when images are suppressed.
Esurance is a direct-to-consumer auto insurance company whose mission is to improve the way people shop, buy and manage their auto insurance. Esurance delivers their insurance quotes via transactional emails that are designed to drive recipients to engage representatives by phone or online. Here's why Esurance's "Insurance Quote Transactional Email" campaign works: