E-commerce Link: Give It Some Juice
It's a challenge to make emails stand out in an increasingly crowded inbox. How do you separate your company from the crowd? Here are five tactics to improve your odds of success:
Create a Unique Design Template
Marketers must stand out from the clutter. If you think about all the emails you receive, there's not a lot of differentiation. But there are ways to set yourself apart from the fold.
Let's take a look at beauty product marketer philosophy. The company uses a general design that includes muted colors, allowing the product or product category featured to stand out. Philosophy's design is crisp, neat and clear, making the email stand out in the inbox and setting the company apart from other marketers.
Philosophy also takes time to "design" subject lines that make its emails stand out. Every subject line is in lower case, which is a big differentiator and draws attention to Philosophy's messages in the inbox. In this case, the subject line is an intriguing "one for me, two for you."
Create a Personality
Outdoor outfitter Moosejaw wins the prize for establishing a strong personality. Its email copy is often quirky, but fun to read and very engaging. It makes me want to open and read every email that comes in from the company.
The personality starts with email signup on the Moosejaw site. After providing my email address, I was brought to a confirmation page with the headline: "We're so glad you want to hear from us. This is the best day ever." It went on to provide a 10 percent off promo code, as well as more tongue-in-cheek information including: "Our mean lawyer is making us add this info. Please don't blame us, blame him. This offer is only good for in-stock, regularly priced items and excludes Canada Goose, GoPro, The North Face and Patagonia items."
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.
Events can also work for B-to-B marketers, such as Action Bags, which sells bags to retailers.
A portion of the company's email marketing is devoted to providing tips and hints for small businesses to help them in their day-to-day marketing and operations. This helps position Action Bags as the go-to place to order. The company also capitalized on Mother's Day with the subject line: "Get your 6-week plan for successful Mother's Day sales!" Email recipients could then download Action Bags' PDF that outlined a step-by-step plan for small retailers.
Creating a successful email program is all about finding ways to resonate with your readers and finding ways to create a connection. There's no winning way to do this, but there are definite tactics that can lead to success. I hope this will spur you to think about how you can differentiate your company from your competitors and reap the benefits of improved response.