Cross-promo campaigns are often a challenge for email marketers to get right – when a campaign is sent to a brand’s list talking about a deal or collaboration with another brand. Commercially they often make sense – and when featuring a complimentary brand, can offer good value to the user. However, it’s quite easy to make these look like spam, especially if it’s unclear that the user is receiving the email about Brand B because they’re on Brand A’s list.
This campaign from UK restaurant chain Giraffe is a good example of a cross-promo campaign done well. There’s a few reasons why it works:
- The creative clearly shows why I’m receiving this – I’m on Giraffe’s list and their brand is still there in the campaign.
- Go Ape is complimentary to the Giraffe brand – it’s something that also appeals to their demographic and the offer is a good fit.
- There’s a nice synergy between two animal/nature based brands that is used to good effect in the copy.
Social network-of-the-moment Pinterest* allows users to collect photos and images from websites into curated ‘boards’. Whilst it’s been around for a year or so, it’s usage from the start of 2012 has really taken off – especially amongst the typical demographics that frequently shop online – and therefore it’s worth having a look at how email marketers can leverage Pinterest to support their email campaigns.
This campaign by Virgin Trains cleverly uses common social media design styles to produce an engaging marketing email. It’s also a great example of using the design and copywriting – ‘update your status now’ together to support the message. The details of the offer are then artworked in a style broadly following the Facebook brand, using common social network elements such as photos and comments.
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.