By June Tapia
April 14, 2020
There is no learning experience quite like seeing a principle put into action. Well-executed marketing campaigns can provide lessons on how to apply the principles and tips you picked up over the years. They also show real-life examples of what works and what doesn’t. All of the examples discussed here are email marketing cases.
1. Product Launch From Postmates
Moving objects are more likely to catch someone’s interest than stationary ones. This is why GIFs and videos are growing in popularity all across the web. Unfortunately, videos lead to big emails that can fill up a person’s inbox. YouTube links remedied that, but so do GIFs. Postmates once sent out a GIF of the new Chipotle burrito bowl with tortilla chips moving around it to help launch the new product. While it is a simple GIF ad, it certainly catches the eye.
Benefit: The GIF arrests your attention and then compels you to keep reading. It also whets the appetite and might encourage you to drop by Chipotle to get a taste in person.
2. Daily Emails From Poncho
People tire of daily emails quickly. Few people like any brand so much that they want to hear from them every day. Poncho might present one of the few exceptions in digital marketing. It sends out colorful emails about an everyday topic that most people would have a tough time making interesting: the weather. It uses memes, jokes and even hairdo recommendations for the weather to make boring weather updates a thing of the past.
Benefit: The comic relief makes everyday information a joy to receive. Readers also rely on the information for real-world use, so both of these combine to increase the opening rates.
3. Curated Content From Buzzfeed Today
Have you ever felt so bombarded with emails that you couldn’t stand to receive another one? This can happen even when the brand doesn’t send daily emails. As Poncho shows, however, a little humor can make people more forgiving about the frequency. “Buzzfeed Today” is another company that capitalizes on this by delivering previews and snippets of content that may lighten your day. Buzzfeed uses pop culture to its advantage in this area.
Benefit: It prompts a higher opening rate because Buzzfeed isn’t directly selling anything. People enjoy the feel-good vibe of the content and keep coming back.
4. Automated Emails From Charity: Water
When people donate time to an organization, they get to see firsthand what a nonprofit does with its resources. Donating money is more removed and makes it difficult to track how even large donations translate into real change. Charity: water tackled this problem by creating automated emails whenever people donated to show them how their money got put to use.
Benefit: This inspires trust and creates a greater sense of fulfillment for donors. It also increases the likelihood that individuals may donate again.
Email marketing is an effective tool for growing your reach as an influencer or publisher. When done right, you experience a spike in long-term growth and see your brand reach its full potential. Tapping into the right network of advertisers is also important. Contact LeadFlash today to find out more about our affiliate marketing service for companies in the financial sector.
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