I’ve posted tips on integrating email marketing with social media before, but this example of an editorial email from XYDO puts some of that into practice. This campaign is mailed daily and provides an update on the day’s current news stories (based on my preferences).
First off, there’s clear links to share individual pieces of content on each article – driving users to tweet or Facebook like content. There’s also the option to share the whole email, but we’ve found that users are often more likely to share actual content rather than the entire mailing.
Another cool thing is that because I signed up for the site using Twitter authorisation, XYDO can now access some of my Twitter data, including my user image. They’ve taken this and included it in the email, which helps both increase personalisation and maintain the social media context of the email.
There’s also a prominent call to action to update your preference data, which is important for a daily update email.
This campaign from London bowling lane company All Star Lanes features an attractive design, and is built with a good structure – featuring plenty of web text and optimisations for users with images disabled. There are also prominent links to join the brand’s pages on Facebook and Twitter.
Spotted on Litmanlive’s blog, here’s a cool campaign from the UK arm of Krispy Kreme – a really simple concept but a great example of using clever, timely copywriting to drive the message.
Change of address emails are often sent when a company moves to a new email marketing provider, mainly in order to improve deliverability. Their purpose is two fold – the core message is for the user to add the new sending email address to their address book, whilst behind the scenes, sending a low-impact message message like this helps improve the deliverability reputation of the new sender (a process commonly referred to as IP Warming). These steps combined help ensure the campaigns are sent to the inbox and not the trash or spam folders.
Examples of these types of campaigns are often difficult to come by, but this example from UK hardware store Wickes serves as an example of some best practices. The overall shell of the email is on brand and will likely follow through to the upcoming marketing emails, with a prominent logo, navigation and links to social activity. The primary content is the instruction to add the sending email to the user’s address book, with detailed instructions for the popular email clients. Underneath there is a limited amount of sales based content, which is something that’s often missed in these campaigns. Whilst the key message should still be to update the address book email, sales content can still take secondary place – there’s a good balance here.
This sale email from UK clothing company Howies is a perfect example of letting a single, impactful message lead both the creative and copywriting of an email campaign. The result is a no nonsense email that engages people and gets the point across quickly.