Email marketing has almost taken a back seat in the recent years. However, while there are plenty of naysayers touting the redundancy of this online communication platform, there are also a good number of marketers who still use email in their marketing strategies and communications. And now, email marketing is making a strong comeback – not least due to the fact that personalized messages and variety is what netizens are looking for right now. Plus, emails are a versatile medium where the sender can customize the message in a variety of way. Also, emails are quite personal when compared to other online communication mediums. So if the email’s message content is handled right, then your brand’s customers are most likely to enjoy such content. After all, plenty of people subscribe to blogs and website newsletters to receive emails. So if those subscribers like your email content, you’ve passed the hardest phase of keeping your customers interested and engaged with your brand.
To better understand the concept of email marketing, check out the following case studies regarding the same:
This case study illuminates how an entrepreneur reduced his business’s email marketing campaign costs from 369 dollars to 64 dollars with MailGet (an email marketing service software). The case study also shows how MailGet, as email marketing came to be due to an entrepreneur, who wanted a service that would reduce his email marketing costs. The highest plan MailGet offers is 79 dollars for emailing 1 lakh subscribers. (The case study also considers the pros and cons of a few other email marketing software.)
Lesson to Take Away: Research various email marketing service software and consider its pros and cons and how they fit in with your own business’s marketing needs before you purchase a software plan.
As per the trends in 2016, email campaigns was the second most popular choice of marketing strategies for garnering engagement from customers. (Email campaigns had garnered upto 28% engagement.) 53% of Indian marketers have voted email marketing as the third best marketing activity to invest in. More Indian marketers are willing to increase their investment in email marketing. And consumers themselves (45%) have responded positively to emails as a marketing medium. Social media is expected to influence email marketing more and more, especially as online email subscriptions increase.
Lesson to Take Away: The era of email marketing is here! After a number of naysayers insisting before that emails have become redundant, it’s made a massive and glorious comeback. If ever you’ve wanted to invest in email campaigns for marketing your business, now’s the time to do it.
The goal of this particular campaign was to generate online funds – which is a tough objective in any scenario. This campaign utilized email marketing campaigns in order to raise those funds via email messages. The strategy employed was to use targeted email marketing campaigns and then analyzing the results of each. The target audience was separated into further demographic groups and each groups was given their own email list in order to better customize the messages. This lead to higher conversion rates for this campaign.
Lesson to Take Away: Emails have a lot of potential in getting your message across. However, segment your mailing lists so that your messages can be customized (and varied) based on the characteristics, preferences, and psychology of your specific audience groups.
TripAdvisor is known for its regular marketing emails. However, the brand manages their marketing campaign by sending emails practically every day without being categorized as a spam emailer. This is mainly because TripAdvisor’s emails are increasingly customized to the individual email recipient’s preferences. Basically, the site takes note of each subscriber’s online activity on their website and on social media, and then sends emails to each user based on this data. Needless to say, this personalization of their emails is what makes their email campaign a success.
Lesson to Take Away: Most people believe that it’s when you send out your emails that matters in your email marketing campaign. However, that’s far from true, especially now. Rather, the more your emails suit your recipient’s interests and preferences, the more likely your campaign will be a success.
This case study highlights how Amazon’s email marketing strategy is successful due to it being functional rather than concentrating on aesthetics. Amazon, the moment someone registers an email for an account, starts collecting data on the person. And the longer that person uses Amazon, the more data they have on that person. And then, it is based on this data that Amazon sends its emails to each user. Amazon has a variety of customizable email templates that are sent to each user (both new and old) as part of their ongoing email marketing strategy to make sure their customers remember them. And, as they focus on usefulness rather than flourish, it’s easier for them to detect small problem at the root and flush them out. Considering that Amazon’s success speaks for itself, functionality in email marketing campaigns is certainly an advantage from this case study’s point of view.
Lesson to Take Away: While there is nothing wrong with a bit of fluff and feathers, always ensure that your email marketing strategy is informative and useful to your customers first and foremost.
Email marketing campaigns are on the rise recently, and it’s a good platform to use considering that one has a lot of freedom regarding the content and style of message that they’re sending. However, whatever the purpose of your email campaign, the case studies above lean towards segmenting your email contacts into separate lists and personalizing your emails based on the recipient. That seems to be the strategy that currently gets the most success in email campaigns.