Posts Tagged “email marketing strategy”
Email examples concerning the Year of the dragon
by Emanuela on gennaio 30, 2012
Does Chinese New Year become another special occasion for email marketing?
Let’s see some examples of different brands communicating with their subscribers to engage them. It’s interesting to notice the use of the dragon as iconic symbol, often present in the layout or for the special edition products.
Let’s find a couple of examples in the newsletters sent by Shanghai Tang, a company belonging to apparel industry.
In the first one it’s interesting to see how the development of a partnership gives as a result the mixture of…
Email strategies about Black Friday: Walmart, Samsung and H&M
by Federica on novembre 25, 2011
Black Friday means the official launch of holiday shopping; it’s an important occasion for e-commerce players to create a strong connection with subscribers, based on engagement: users are expecting to be rewarded with special offers from now on, during holiday season. Let’s see some interesting communication strategies used by top brands in their email marketing approach to launch Black Friday.
In the preheader of this newsletter, Walmart jokes on the presence of elves working overtime referring to justify the previous email sent with a wrong subject line. As we can…
Email marketing strategies for fashion runways
by Emanuela on ottobre 2, 2011
Just a few weeks ago we have been watching at the Fashion Night’s communication by different fashion industries, announcing a new post on the theme: email marketing strategies for the launch of the new collection.
It follows an overview from some of the top fashion industries on their digital approach in engaging users to participate to runways: a common trend is to use the newsletter as a bridge towards video/live streaming, but let’s see in detail the different email marketing approaches.
Prada has chosen to invite users to participate to…
Happy birthday Mr Jack’s! A view on the campaign
by Federica on settembre 23, 2011
Subscribers at Jack Daniel’s newsletter may have noticed something special in the last month: turning into the birthday of the founder but without having a specific date, the communication for the 161 years brand’s birthday is renewed once and again and will last 30 days. The duration and the evolution make it such an interesting brand’s birthday campaign!
Start engaging the user by the first newsletter sent on the 26th August and announcing the ongoing birthday month, sometime in September. It’s interesting to notice the presence of a dedicated header…
Tiffany: a crowdsourcing project launched by email
by Emanuela on agosto 17, 2011
The newsletters by Tiffany have usually been centred on products promotion (jewels and accessorizes). However, recently, they have used the email marketing channel to dedicate their communication on a new crowdsourcing project around the theme of love and romance: What makes love true.
Crowdsourcing is a new model of web participation based on content production and sharing by the users, in order to use talent and skills and put them in common for a project where the source is the crowd itself.
Let’s see how the email marketing played a…
Coupons in email marketing: examples and ideas
by Emanuela on agosto 3, 2011
Make your subscribers feel that it’s worth being part of the relationship, adding to this value an incentive such as a promotional code with a discount offer to be used online or offline.
Let’s watch three examples of top brands using the coupon in the newsletters:
- New York and Company includes the barcode directly in the newsletter, positioned in the footer
- Bath and Body works gives a significant visual role to the coupon, inviting the subscriber to click and land on a page where it can be…
CISCO newsletter: a preference centre example
by Federica on luglio 22, 2011
Make an effort in order to reach the purpose of relevance (the right message to the right person at the right moment), a key strategy in email marketing programs. Introduce a preference centre in your newsletters and open new opportunities to your subscribers: let them decide, in the meanwhile, increase your effectiveness.
Let your subscribers express their preferences about:
- format option (between HTML or text)
- frequency of delivery
- selection of topic
- suspension on determined spans of time (e.g. holidays)
and your…
Birth day: how to ask it to your subscribers
by Emanuela on luglio 18, 2011
In relation to the last week post on birthday emails, what if you forgot to ask your subscribers their birth day while registering? The easiest way to recover this information is obviously to send an email afterwards inviting them to update their account information.
But keep in mind that you might offer an incentive…
Offer a reward for the effort request, like in the examples of Bobby Brown Cosmetics and Kenneth Cole, shown below:
Email marketing strategy: the community at the heart of Lomography
by Federica on luglio 15, 2011
Lomo is a product and a state of mind from the analogical culture. The strong passion for this Russian camera has been spread among the community and developed through a website for e-commerce, photo uploads, magazines and other special projects. In some countries the newsletter is in the local language and filled in with local news (Thailand, Brazil, Italy, Hong Kong, Spain, …).
The email marketing strategy by Lomo is enriched by keeping a community-centred communication, even providing commercial information, contents for an e-magazine, launch of new products,…
Their newsletter…
Life-cycle messaging: birthday emails
by Federica on luglio 12, 2011
Keep a mind frame based on engagement by using one of the best practices part of the life-cycle messaging: send a special communication for your user’s birthday.
A common approach is to create a newsletter for the subscriber with a dedicated message and to give a special incentive as a present (a coupon, discount, offers, …).
As following, examples of birthday emails by top brands: they are different in their mood of communication but all have in common the use of the winning composition to wish and offer.
Adidas…