A new era has begun. Gone are the days of licking a sticky, gritty, poison strip. Prepare you cache (cash*) and make way for mail delivered by chimps powered by cookies* (another web joke)
This week we rummage through our trash to understand email marketing. Is it effective? Sure is, when I look at my moms phone and there are 1000 unread emails. Emails are still a personal and powerful way to advertise a product, service, event, etc. The reason for the chimp statement above? MailChimp.. well it's one of the most used clients to send email campaigns out. Chew on some of these crazy facts.
"Email is a powerful ROI driver, averaging $52 for every dollar spent. Our best in-class email solution–used as part of our robust all in one Marketing Platform–is designed to help grow your business faster"
– Newsweek (Best business tools 2019) –
How powerful is it? Really powerful. Theres more information than a mailer or magazine ad would do... You must be warned, you have been exposed.
Yeah, essentially they build a whole profile on each user, knowing their habits, clicks, and what triggers them on clicking. And it does not end here. You're vulnerable.
Who's the ape now? We're constantly being tested, triggered, and sometimes ignored. So... whats a successful email marketing cough* cough* imprisonment campaign? Personally, when I see my name in the header, first line, or it seems like it was sent from a name rather than a company brings me in to click it open. Ive been tricked several times before realizing who it was from (to be honest most of the time I simply delete right there without opening unless theres some deal on a specific item that I might want - web tracking and ads but thats another story)
Sometimes I know how to finesse the email system. Red River Paper for example; I know they don't have holiday or regular deals, free shipping or coupons...but if you visit their site, add an item to your cart, input your information at check out and let it sit there for a couple of days, you are bound to get a string of emails pushing you to finish your purchase. Works every time :D
First string: coupon only if you buy more. Second a cheaper free mini pack of paper, and finally what I have been waiting for... $7 off, finally something at least to cover the cost of shipping.
Now something a little more designed and hits a wider audience than us designers obsessed with paper, and onto another obsession... Coffee. Im talking about you Starbucks. Emails for days!
Each offer is "personalized" per account get X amount of stars for this purchase, once you get this amount of X stars, you have a "free" drink or food item. The audience is really for all but you must all make your time align with theirs, which definitely does not work all the time. Look at these key highlighted words.
A really nice aspect to emails is that you can have multiple styles and call to actions that reach a different set of audiences and it can be so simple, "Deals" and "Im in"!
How about mixing it up by integrating gifs, and games? A different set of experiences and interactions
Okay you've finished reading, you can go grab yours too :)
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