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.
KoKo is a large concert venue in Camden, London. Their email newsletter packs a lot of content into an attractive design – with a good mix of upcoming concerts, videos and photos of previous events, plus modules that drive to the online shop and social media channels. In terms of the build and overall layout there’s a few best practice tweaks that could be made, but overall this stands out in the music event market – which is often filled with all image ’email blasts’ of the event flyer.
MoviePeg is a great little stand for iPad and iPhone (find out more here). Their valentines offer email borders on minimalist – there’s a very simple design, combined with a high-impact image.
The video call to action quickly drives the user to a landing page where they can watch a short video and purchase a MoviePeg online, and the text underneath really only serves as a back-up if images aren’t displayed. Whilst the copy is short and sweet, a simple tweak could be to pull the voucher code out into it’s own box to boost it’s prominence.
Time for a quick look at some of the recent email blog posts. If you spot anything you think should be in here, please give me a shout on twitter – @iamelliot.
Remy Bergsma runs through some of the key takeouts from the recent conference in Miami. Having read through much of the twitter buzz about EEC, I’m definitely going in 2012!
Nice roundup of some of Trendline Interactive‘s favourite emails of 2010, thanks for including our work on Skype guys!
e-Dialog’s Liz Lynch posts thought and discussion on Gary Vaynerchuk’s keynote speech at EEC.
Marketing Sherpa Notes
We seem to be in the middle of conference season – just before the EEC conference was the Marketing Sherpa Email Summit. If you missed out, here’s some excellent write-ups from David Kirkpatrick, Magdalena Georgieva and the Marketing Sherpa Blog.
This great infographic from Flowtown is currently doing the rounds – showing some of the strategy and thinking behind Apple’s email marketing campaigns.
Apple’s campaigns are frequently held up as examples of great email marketing best practice, and most of the advice offered here is applicable to almost all campaigns for any client.