Author: Scott Cohen

5 Evidence-based Email Marketing Tips that Work

5 Evidence-based Email Marketing Tips that Work

Email marketing is part art, part science, and part strategy. Art comes from creativity and an understanding of the balance of design and message delivery. Science comes in with research and leverage of subscriber psychology. And finally, strategy focuses the art and science on conversions and ROI.

InboxArmy is here to help you find that balance between the three with five evidence-based email marketing tips that are sure to work wonders for your email marketing program.

1. Your List (and Good Segmentation) Comes First.

Segmenting your list and pushing more targeted content can boost open and click-through rates for your email campaigns. MailChimp puts forward the evidence for the effectiveness of segmented campaigns.

segmentation- email strategy-MailChimp

With better segmentation, you should see vastly improved subscriber engagement metrics. And engagement should ultimately lead to more email conversions and ROI.

2. Personalize Your Emails

To many e-marketers, segmentation is synonymous with personalization. The truth is personalized emails go well beyond segmentation and “Hello [First Name].”

Using a subscriber’s first name is just the start. You can also personalize your emails by crafting targeted content that factors in subscribers’ demographics, buyer personas, past purchases, and a host of other data points.

Is it worth the effort? You bet. Personalized emails can bring in about 58% of total business revenue. You’ll raise your email marketing standards and get recognized handsomely by your subscribers.

Note: InboxArmy and FreshMail put together an eBook on how you can leverage data in building smarter email marketing programs. Download this eBook now >>

3. Design for Mobile Devices

More than 50% email opens are recorded on mobile devices. If your emails are not coding to render well no matter the device—but particularly on mobile devices — you’re losing subscriber attention (and losing ROI).

Responsive design and code is only the start. You can utilize a “tappable” CTA, short and catchy subject lines, minimalist designs, and even fixed CTAs to make sure your email message and its ultimate purpose are conveyed effectively regardless of device.

Note: Need to overcome rendering challenges? Here are our Top Tips >>

4. Cash In on Triggered Emails

Triggered emails work wonders. Why? Because they’re sent based on actions your subscribers have taken.

In fact, triggered emails achieve 624% higher conversion response for the same number of email sends when compared to “batch and blast” emails. It also garners about 381% higher click rate, and 180% higher post-click conversion rate.

These emails work because of high relevance. They strike the right chord with your subscribers and direct them towards conversion. And the best part? You can automate them.

5. Make Sure Testing is in Your Arsenal

Every brand is different. Every list is different. Incorporate A/B testing to learn what types of messaging work for you.

Whether it’s your from name, subject line, preheader text, email copy, interactive elements, email send time, or CTA, TEST them all.

Remember the email campaigns of Barack Obama that had become the talk of the town back in 2012? A/B testing is what helped them determine what would help them achieve the best results.

Note: Need some ideas for testing? Check out our eBook on the Foundations of Effective Email Creative >>

Ready to kick start your email marketing strategy for your business? Contact us now for a no-obligation call to discuss how InboxArmy can be your reliable partners for your email marketing program.

Learn more
Interactive Elements in email marketing

Interactive Elements: Inspiring the Future of Email Marketing

It’s human nature to love interaction that inspires purpose and creativity.

As opposed to plain PowerPoint slides, we embrace visually rich presentations more. This same idea holds true in the world of email marketing. That’s why email marketers and their email marketing templates have transcended to a world of interactivity in email.

Why Add Interactivity in Emails?

Interactivity can transform your emails and take user engagement to a whole new level. Instead of simple emails, these “mailable microsites” can be a magic wand that delight your customers and bring you great returns.

Here’s why you should try your hand at interactive emails:

1. Grab subscriber attention

Interactive elements like GIFs can instantly catch subscribers’ attention and get them hooked into your email for a few more seconds—precious eyeball time for any marketer!

2. Boost click-through rates and email conversions

Interactivity arouses curiosity in the subscribers’ minds and better tempts them to click through your email, thereby driving more email conversions.

3. Enhance user experience

Interactive elements like dropdown and accordions help subscribers find all the relevant information inside the inbox without the need to go to the browser.

4. Enable optimal use of space

Displaying multiple products through GIFs, accordions, and dropdowns lets email marketers convey sizeable content in limited space. As a result, consuming information becomes all the more effortless for the subscriber.

How Can I Add Interactivity?

Let’s talk about the most loved interactive elements of the present times.

1. Animated GIF

Animated GIFs add a bit of fun and thrill to your emails. You can experiment with types of animations that make your call to action more interesting.

USE CASE: GIFs can be especially effective when used by retailers and ecommerce marketers for engagement.

2. Accordion

The Accordion feature allows you to stack a great of content in a small amount of space, allowing your subscribers to click into the content they want to view. (It’s very similar to that of a mobile version of a website, after all). You can organize your content into these sections and allow the accordion to deliver it. A nice benefit of this feature is that you’ll have the ability to track the sections that receive the most clicks, giving you further data on what content your subscribers are looking for.

USE CASE: Retailers who feature multiple categories of products can use accordions to allow customers to find the specific categories they’re looking for. Media and technology companies can also use the accordion to display content according to the desired genre or field.

3. Dropdown

Similar to an accordion, the Dropdown enables easy navigation for your subscribers across various products or services. Email marketers from various industries can show tabbed information through dropdowns.

4. Slider

Slider is a unique interactive element that allows you to display multiple products all at once. A common element on websites and blogs, this feature has become an option in email templates.

USE CASE: Sliders make it easy for retailers, ecommerce marketers, banks, automobile companies, and travel websites to display their various offerings. The sliding element can keep the eye fixed on the email.

5. Countdown

Countdowns create a sense of urgency and hit on the “Fear of Missing Out”. It can effectively promote a discount offer available for a limited time, events or product launches covering several industries.

If you think adding these elements can enhance your email marketing campaign and give your brand an impressive personality, InboxArmy can help you out.

Check out InboxArmy samples and get in touch with us.

Learn more
mothers day email marketing

4 Tips to Do Mother’s Day Email Marketing Right

ALERT: Mother’s Day is May 14th!

Mother’s Day is that wonderful time of year where we commemorate all the selfless love and tireless efforts of our Moms — and marketers try to find the right tone to generate maximum revenue.

Think it’s worth your while to put your best foot forward in your email marketing? Here’s why you should:

Mother's Day spending

Consumers are likely to spend an average of $186.39 for Mother’s Day, up from $172.22 in 2016. 85% of customers are expected to splurge on the big day with total spending reaching $23.6 billion, the highest in 14 years.

Mother’s Day is a great opportunity for the email marketers to build their brand image and generate greater conversions by connecting with their subscribers on a personal level.

Here are some email marketing tips that can help you in enticing your subscribers to make a purchase.

1. Use Emotional Appeal and Urgency in Your Subject Lines

Mothers can conjure up all kinds of emotions in their kids. Leverage these emotions (in particular, guilt and love) in your subject lines to drive action. You can also target the procrastinators in your listand offer them “Free Shipping” or “Last Chance to Get Discount.” These emotional triggers play a major role in driving email conversions.

2. Maximize Your Preheader

Highlight your main offers like discount coupons and free shipping in the preheader—or simply write a warm Mother’s Day wish.

3. Make Your Email Content Interesting

Make the email content interesting with images or GIFs and relevant copy supporting them – as per your brand and industry. Include product recommendations according to the gender and age demographics. Also, take into consideration past purchases to determine what the Moms would like to receive.

REMINDER: Your subject line, preheader, and email copy should all be in sync. Your email copy should be such that the subscriber gets enticed to scroll through the entire email and click through your desired call to action.

4. Try a Unique CTA

Put on your thinking caps and test a unique CTA like “GIFT TO MOM” or “MAKE MOM SMILE” instead of the usual CTAs like “BUY NOW” or “SHOP NOW”. Make sure the CTA color matches the overall theme of your email but still stands out.

Sur La Table tries a different angle:

Sur La Table - Mother's Day

Sur La Table has made brilliant use of preheader text to entice the subscribers to open the email with an emotional appeal. The images, content and CTAs are perfectly in sync with the overall theme of the email which makes it a winner.

Check out another email example by GODIVA:

GODIVA - Mother's Day Email

Preheader text brilliantly cross-promotes the giveaways for Administrative Professionals’ Day followed by a banner incorporated with a CTA.

They offer subscribers a Mother’s Day Gift Guide to help them decide on the perfect gift for Mom. That’s a great idea to generate more conversions. The entire email is so beautifully designed that the subscribers are surely tempted to check out their chocolates and making a purchase.

Final Thoughts

If Mother’s Day is a holiday where your product makes sense to promote, don’t forget about this highly marketable opportunity. If you’re not sure about how to approach Mother’s Day or other upcoming holidays (Father’s Day is in a month!), InboxArmy can help.

Take a look at our full-service campaign management packages now.

Learn more
Leverage data to build smart email marketing programs

[New eBook] Build Out Smart Email Marketing Programs by Leveraging Data

Data should be the backbone of any smart email marketing program. Becoming “customer-centric” in your email marketing requires that you not only collect data, but collect and leverage the right kinds of data to send more personalized, targeted email campaigns.

Data can be a complicated topic. That’s why we’ve teamed up with our friends at FreshMail to offer you our new eBook entitled, “Leveraging Data to Build Out Smart Email Marketing Programs.”

In this eBook, you’ll find:

  • The kinds of data you can collect, including:
    1. Demographic data
    2. Geographic/Location Data
    3. Customer Preferences
    4. Transactional Data
    5. Behavioral Data
  • The methods you can use to obtain the types of data you desire
  • The tools you can utilize to bring customer data into your email platform
  • The ways you can clean, maintain, and segment your data

It’s crucial that you keep data at the center of your email marketing plan. Download our new eBook now to learn how you can better leverage data and build smarter email marketing programs.

DOWNLOAD EBOOK NOW

Learn more
easter email inspirations

Easter Recap

Easter festivities are enhanced by the aura of spring in full bloom, chocolates, colorful eggs, and cute bunnies. You can make the most of your email marketing strategy by including these pleasant elements in your Easter emails.

Lately, we’ve seen many festive emails from brands using a lot of interactive design elements like GIFs, countdown timers, flip and scratch elements, and more to charm their subscribers. Not only does that help enhance customer engagement, but also lead to greater click through rate and conversions.

Check out these awesome Easter emails shortlisted by InboxArmy for its brilliant use of GIFs.

Go Outdoors

Go Outdoors

Well done:

  • Nice and flat navigation on the top, followed by prominent text “Free UK Delivery”.
  • Nice, simple GIF with changing text in the hero image.
  • Good use of simple fonts.
  • Discount offer clearly visible with contrasted CTAs below.
  • Physical address has been mentioned to comply with CAN SPAM laws.

Could have been better:

  • Nicely showcases all categories but it’s getting repetitive.
  • Free delivery mentioned repeatedly in footer and in the blue section above it that makes the mailer lengthy.
  • Delivery information button after it doesn’t seem to be right as they are already mentioning it above with a highlighted section.
  • There is no “view in browser” link at the top.

Julep

julep easter email inspiration

Well done:

  • Nice concept of hatching an egg and revealing the product out of it using GIF animation.
  • Good use of bold and simple CTA.
  • Footer is clean and short with only social icons and link to refer a friend (CTA).
  • Thumbs up for the “view in browser” link at the top.

Could have been better:

  • Needs to mention physical address to comply with CAN SPAM laws.
  • The “about” link in the navigation seems unnecessary.

LOFT

Loft Easter Email Inspiration

Well done:

  • Interesting mystery CTA of “horoscopes” within the navigation bar.
  • GIF blends well with overall email creative in hero image itself.
  • BOLD and CLEAR % off highlighted nicely within the mailer.
  • Footer including social icons first is a good move to increase followers.
  • Physical address is mentioned to comply with CAN SPAM laws.

Could have been better:

  • Missing snippet text with “view in browser” link. Can boost opens.
  • Free shipping can be highlighted more.

Godiva

GODIVA Easter Email

Well done:

  • Nice use of snippet text can get you good open rate.
  • An easily noticeable banner with offer text and CTA.
  • Free Shipping for last-minute Easter shoppers works well.
  • Too many Easter themed images can make the loading time an issue.
  • Nice navigation footer option with social icons can engage subscribers better.

Could Have Been Better:

Too many images may increase the load time of the email.

Fortnum and mason 


Fortnum-Hampers Easter Inspiration

Well done:

  • Nice GIF covering most of their catalog products.
  • Good balance of text and image ratio within the mailer.
  • Nice and simple CTAs
  • Instagram section is nicely promoted before the footer.

Could have been better:

  • Pricing under the 3 products can be highlighted better with a CTA.
  • Too many links in footer is a NO. Links to social media pages can do the needful.
  • The email could have been made a lot shorter.
  • They can restrict the full width footer color background which might have given an aligned look to rest of the template theme.
  • Snippet with an offer instead of #hashtag can go better.

Closing Thoughts

What about your Easter email campaigns? InboxArmy can help you build your email marketing campaign and drive greater ROI.

Check out our portfolio and we will be more than happy to assist you in building an effective email marketing strategy.

Learn more
bird radio radio radio radio