E-commerce Link: Give It Some Juice
The welcome email that followed my signup restated the information about the coupon code for the 10 percent off offer. I loved the irreverent tone. For example: "Note that Moosejaw's emails are required reading, so please prioritize them over all family emails, friend emails, schoolwork, job stuff, and so on." Doesn't this copy draw you in?
Create Emails With Stunning Imagery
Outdoor outfitter Patagonia stands out from the pack by including beautiful images in the company's emails. Many emails include gorgeous photos of people in challenging outdoor environments, such as a mountain climber perched at the top of a mountain peak.
Photos of people humanize emails. In Patagonia's case, the photography helps create a connection with the email recipient. It engages and involves.
Create a Connection With Value-Added Content
King Arthur Flour sells baking flour, along with many other baking products. One would think this is a tough value proposition to get an audience engaged. But the marketer does an excellent job of enticing its email recipients to think flour. The company takes a value-added content approach with its audience of cooks and bakers.
Cooks love recipes. So, most emails show some delectable home-baked dish, as well as a link to the recipe, so recipients can create their own mouth-watering dishes—of course, using King Arthur Flour's products. To keep its audience engaged with its content, King Arthur Flour offers a variety of email programs, including general tips and recipes, gluten-free and a baking classes newsletter.
Create a Plan to Capitalize on Current Events
We all know that creating promotions around events is important. Any event that is top of mind helps marketers resonate with their audiences. People look forward to holidays, and themed emails that capitalize on this get added momentum in terms of engagement and involvement.
In May, Habitat for Humanity sent an email with the subject line: "Looking for something special to do for Mother's Day?" The email suggested three ways to show Mom the gift of love, and each idea was tied back to the mission of the organization.