Marketing is absolutely crucial when it comes to teaching people about what your business does, why you do it, and how it can benefit them as the potential customer.
However, your marketing is far more than the words you produce; when you are sending out emails, for example, the way the email looks is just as vital as what it says. If the email looks ugly then the recipient isn’t going to read what you have to say, are they?
So, with that in mind, what are some great email campaigns that you should be aware of?
Uber’s campaigns are some of the best in the world, and that’s for one very obvious reason; they are incredibly simple. The company’s marketing tends to minimise the use of text and utilise pictures, while also giving the recipient a very clear idea of why they have received the email and what actions they can take on the back of it. It does the job, it is very clean, and it is effective.
Buzzfeed regards itself as a progressive and savvy company, and that means it lives and dies on the way people perceive it. The company has designed its email campaigns to ensure to be at once effective and bespoke; when you open an email from Buzzfeed, you can be in no doubt who’s sent it to you. The actions the email wants you to take are obvious – they want you to read articles – and the headlines used are well designed to entice you to make a click.
AirBnB – alongside Amazon – is the best example of a company that utilises people’s data and then feeds it back to them. Once you’ve made a search on AirBnB that relates to a specific area or particular type of accommodation, AirBnB’s algorithms keep hold of that search information and send it to you via email with a prompt suggesting that it’s time for you to make a booking. It is an effective and intelligent concept.
Nike has a vast bank of email addresses garnered from people who’ve previously made purchases on one of its sites or people who have actively signed up for email updates. It has a captive audience, and so it can afford to use colour, images and snappy text to get its message across. Nike is a very cool brand and its emails reflect that.
Launching email campaigns that your customers will appreciate is not always an easy thing to do, but it is something you must dedicate time to. Companies such as Mail Ninja, with a long history of providing email marketing services that make a difference, can help and will be able to advise you on what you’re doing right, what you’re doing wrong, and how you can improve your output.