Email is one of the strongest mediums in the marketing universe to sell your service or product. Here are some examples to jog your brain and get those creative juices flowing. Know your brand. Know your audience. Know your strategies.
Showing Your Customers Gratitude
Sometimes, all people want to hear (or see, in this case) is a simple Thank You. It’s an easy gesture that can go a long way with your customers because gratitude is quite human.
Readdle, a productivity app, sent out an email thanking their users for an incredible year. The email went on to show how productive users actually were with some quick stats and graphics, made a funky, little graph sharing what the company was proud of, and offered a present for the holidays! Year-in-review emails can be a great way to show gratitude.
Leveraging Third-Party Endorsements
To many, Twitter’s role in the world might look like the antithesis of Email’s. However, Grammarly found a way to make the two coexist. Hurrah! Inclusivity!
Grammarly used a kickass testimonial from Twitter in an email to show off exactly why their users should upgrade. By embedding a tweet featuring a user’s expression of admiration for the app Grammarly provided social proof to reinforce the credibility and quality of their product. Plus, to sweeten the deal they offered a limited-time offer for premium upgrades.
It’s working for others. Why not you? The proof is in the pudding.
Onboarding New Subscribers
Sometimes, people subscribe to things with little thought. It is your company’s job to tell them about what you do, why you do it, and how to use it.
Task management company Asana does a great job at this with their onboarding emails. These emails show their subscribers what Asana has to offer and how to use the features in their emails. This makes Asana more than just a program someone’s boss told them to download. It functions as a useful tool to organize and get things done.
Onboard your subscribers. Tell them what they need to know to get the full experience of your product.
Personalize Based on Previous Purchase History
"What was I supposed to do today on my day off? I wish I made a list yesterday when I was thinking of all the things I needed to do. Roofus the Lizard, do you remember?
Oh, thanks personalized email for reminding me to buy food for Roofus the Lizard because his supply is running low. You’re very helpful… and 10% off? Wow. Roofus is gonna be thrilled."
Chewy understands personalization is important. Not all pets are the same, and people don’t care about cat food offers if they own a dog. So, they tailor their emails to their customers on a personal level and offer relevant deals and reminders, cutting out unwanted emails and getting straight to the point.
Personalize Cart Abandonment Emails
Over ¾ of shoppers leave retail websites before purchasing the items in their carts. Imagine seeing that at a brick and mortar store. The store, filled with carts packed with items, would go out of business just based on the image it offered to incoming customers. Luckily on the internet, there’s less peer pressure and nobody sees others’ empty carts.
Cart abandonment IS a problem in the online shopping world. The answer: a simple nudge. J-Crew sends out emails encouraging shoppers to finish their purchases. With a click of a button from their personalized email, subscribers can be right back in their shopping cart.
Huckberry, an online retailer and journal, curates content that pops in their emails to their members. As you scroll through a Huckberry email, you’ll notice the colorful, aesthetically pleasing images of style, adventure, and freedom. There are a ton of pictures, each representing a brand and a deal, and the captions are clearly written by a Millennial for Millennials. The main reference of one of their emails is a Jay-Z biking meme. They are also selling bikes in said email.
But, Huckberry doesn’t just stick to their own guns in their emails. They offer a 'Diversions' Section with three links to other, relevant articles and content that go hand-in-hand with their brand. They send their members to Forbes, Washington Post, Harpers Bazaar, etc. as long as the content is cool. Cool.
Going with the marketplace flow
Amazon.com is powerful. The online retailer is responsible for almost 50% of the e-commerce market in the United States. In mid-July, it was Amazon Prime day, and they had some serious DEALS.
RXBAR saw Amazon’s low price on their own health, energy bars and decided to urge their subscribers to use Amazon’s sale. A classic case of "If you can’t beat 'em, join 'em."
Who knows their audience? Urban Outfitters knows their audience!
The company sent a simple email titled "Most-Liked on Instagram: Get all your IG faves IRL." The email was just 9 Instagram posts by people modeling Urban Outfitters attire, their Instagram Handles, and links to shop Urban Outfitters. Boom. Boom. Boom. They didn’t have to make any deals. They just showed their trendy attire on trendy people who already got a lot of attention for their posts. That’s called doubling down.
Asking Customers for Direct Feedback
If you are selling a service, you want to keep your customers engaged or you might lose their attention. Even though Netflix’s product feeds on attention, they are still smart enough to check on their members.
Netflix is constantly trying to improve their service. Analyzing consumer trends works. But why not go further, and analyze the answers directly from consumers. Figure out some trends in their wants and needs, and build from there?
Not to mention, this is a source of empowerment for customers. It makes the customer feel like a part of the team.
Paying for Customer Referrals
Companies don’t mind dishing out credit to their active customers who refer their services to their friends. Postable, a designer greeting card and invitation company, will send you $5 for each friend you refer. In the grand scheme of things, the company is making much more money from your referral than it is spending on you. Just slap a fun, cartoon graphic on that email, put a link in it, and let your customers market you.
Location-Based Customized Emails
One of Uber’s best qualities is noticing trends. When you take Ubers to the same places, the company keeps a tally, and sometimes offers personalized deals in concurrence with your habits. Check out this email:
Noticing the user constantly traveling in and out of San Francisco, Uber offered this user a $20 flat-rate ride from the airport as a courtesy and gentle nudge to keep using your good old friend, Uber, killing any possibility of a competitive price or convenience. How thoughtful.