The difference between a good email campaign and a bad one can equate to millions of dollars. You can’t afford to be missing the critical components of a good campaign. Let’s take a look at 15 of the most awesome emails ever sent to customers and try to pull out the vital elements of a high ROI campaign.
1. Warby Parker: Makes Use of Sexy Images to Draw Viewers In
The eyeglass maker Warby Parker is famous for making prescription glasses that don’t look terrible. They capitalize on that in their email messages, building the entire campaign around the visuals created by the glasses. Also important to notice that the call to action buttons are the only colored portions on an all-white background.
2. ZipCar Gets Straight to the Point With No-Frills Text
Sometimes the best way to get your point across is to say it loud and clear for all to hear. It’s easy to get caught up in great design and bright colors, but sometimes it just takes a great message to achieve the action you need.
3. Rent The Runway: Add Some Mystery to Your Campaign
In a fun-loving move, Rent The Runway decided to send out an email campaign offering customers either 10, 20, or 30 percent off their next purchase. The click-through rate was sky-high just because people wanted to try their luck.
4. ModCloth: Let Readers Get Involved in the Fun
In an attempt to increase engagement and learn more about their users, ModCloth sent out style surveys to existing customers. Not only is this fun for customers, but ModCloth got a ton of valuable information about their customers using this method. They were able to use that information to segment their email lists for further campaigns.
5. Gilt: Discounts do Work, Sometimes
While it’s dangerous to rely on discounts or gimmicks as marketing tactics, they are effective. Gilt does a great job of combining a compelling headline with lots of imagery to draw users eyes into the email.
6. Uncommon Goods: How to Be Pushy Without Being Pushy
It’s important to create a sense of urgency in your emails, otherwise readers don’t feel compelled and won’t take action. However, we all get way too many emails with ridiculous over-the-top urgent titles. Uncommon goods mixes a fun design with more aggressive text to balance things out.
7. Zizinya: Remind Your List That You Are a Real Person
To get users back on their site, Zizinya sends a friendly, personal email to customers. It’s simple, but a fresh reminder that real people, not bots are behind the campaign. Effective for any size business.
Different strokes for different…campaigns? There is no magic bullet for what will work every time. Test, and then test some more with your email list and discover what works best in your business. The examples we just looked at are all great templates to start with.