Learning From the Best (and Worst) Email Marketers
Following best practices is one of the quickest ways to get a high quality marketing program started and to improve one that is in place. The things that consistently motivate people to act in one channel or industry will work in others. Watching what competitors and non-competitors alike do provides insight and inspiration for connecting with your customers.
Email marketing is one of the easiest channels for gathering information on what people are doing to inspire their customers and prospects to act. Subscriptions to most email programs are free, so the out-of-pocket cost is minimal. The downside of subscribing to a magnitude of newsletters and promotional emails is a full inbox that has to be filtered to find the best ideas. Subscribing to an email archive provider is an alternative that will save you time while providing access to a multitude of ideas. [Editor's Note: The Who's Mailing What Email Campaign Archive is one such service, offered by one of our sister publications in the Target Marketing Group, that provides research and data for The Integrated Email.]
Whether you compile your own or use a provider, look at what is being done to capture the recipient's attention. You have a few characters and nanoseconds to make recipients decide they want to open your email. Everything has to fit together to make it work. Your customers use a variety of devices and tools to view their emails. You want your return address, subject line, and opening blurb to scream "open me now" at first glance regardless of the device or tool.
Looking at how others use copy and graphics to motivate people to act can help you find new ways to inspire and tactics to avoid. When you have historical data at your fingertips, you can start identifying the things that work best. Repetition of the subject line or special offer typically means that it worked well and the company wants to replicate the success. The exception is when the same subject line or offer is barely changed email after email. This usually indicates that the email program is in auto mode with little testing to see what has the best success.