It’s common knowledge that email marketing is one of the most effective forms of marketing. What is less obvious is that not all emails are created equal. Some emails work much better than others. We put together a guide to help savvy marketers identify the best practices for creating an email that will engage potential customers and encourage them to action (i.e., convert). Let’s examine a few examples of marketing emails that stand out and why.
The Uber Email
If you have ever used Uber, then you know that they are always putting out new promotions through their emails. One of the best examples is the Uber Black Card promotion. Uber knows that most of their customers are busy professionals who are looking to make the most of their travel time. So instead of relying on traditional ads in the form of billboards and magazine spreads, they send out emails with carefully crafted messages about the benefits of the card to motivate their members to action.
The Uber Black Card is accepted at over 50 million businesses and restaurants worldwide, and has no annual fee. Also, the first 1,000 people to sign up for the Uber Black Card in any given city will receive a free limited-edition Starbucks gift card. It’s not hard to understand why this card has been so successful for Uber; they targeted a niche audience with a very specific offer.
The Airbnb Email
Airbnb is another company that uses email marketing to grow their business. However, it’s not just about drawing in new customers; they use emails to keep their existing customers engaged and to encourage them to book additional accommodations. One of the best examples of effective email marketing from Airbnb is their weekly ‘Welcome email.’
These emails are short and to the point. The Welcome email is sent out every week and it usually contains a summary of the top news stories and exciting developments at Airbnb. It also highlights a few of the important dates and deadlines to remember, in case you want to book an Airbnb for yourself or your company. The goal is to make the customer feel comfortable and valued as a result of the interaction.
The Nordstrom Email
We all know that Nordstrom is one of the most iconic American retail stores. What is less obvious is just how much they rely on email marketing to grow their business. In fact, 90% of their web traffic comes from email campaigns alone. This loyalty program is also one of the best examples of a successful email marketing campaign. When customers receive emails from Nordstrom, it’s because they have either bought something from the store or they are a customer who bought something and then opted-in to receive emails from Nordstrom. Why? It’s mostly due to the effectiveness of the email marketing campaigns. When a customer buys something from Nordstrom, they receive an email with special offers and discounts.
The Target Email
Target is another American retail store that owns a variety of chain stores across the country. What is special about Target is that unlike the other brands mentioned so far, they don’t just focus on digital marketing. In fact, 92% of their revenue comes from online stores and their mail-order business. The reason why Target continues to grow and remain profitable despite stiff competition is that they excel at converting online shoppers into actual store visitors. This effectiveness is a result of their email marketing campaigns.
This retail brand makes heavy use of personalization. When a customer signs up for their email list, they receive emails that are closely aligned with their specific interests. Target attempts to make the online shopping experience as convenient as possible for their customers by using emails to provide discounts on upcoming purchases, identify special promotions, and remind them of upcoming large-scale events or sales.
The Gap Email
Last but not least, let’s examine the example of the Gap. As a woman’s fashion brand, Gap is always on the lookout for new avenues to expand their company and gain more customers. Email marketing is one of their favorite methods, which is evident from the fact that they have an entire team devoted to digital marketing and email marketing strategy. This savvy approach has paid off; 82% of their revenue comes from online stores and the mobile phone channel. The important takeaway from the Gap email example is that even traditionally visual industries like fashion and beauty can benefit from more digital engagement.
In summary, these examples demonstrate the incredible effectiveness of email marketing in all industries. If you’re wondering how to grow your business using email marketing, then you’re in the right place. Keep reading for more information on how to craft an effective email that will convince your audience to take action.