If Tony Stark was more focused on his company and less on his superhero career, the following quote would have been like this: “You know, the question I get asked most often is, ‘Tony, how did you increase your conversion rate?’ (*Long pause*) By email marketing!’” Getting yourself into the world of email marketing campaign is not by any means a difficult task that requires you to be a millionaire philanthropist like Tony.
Now, you might wonder why email marketing is so important.
The answer is that emails are and will be one of the most effective ways of reaching your target audience.
Coming up with brilliant email marketing campaigns will not only show them what your brand is capable of but will also send your conversion rate through the roof.
Keep in mind, though, that in order to convert more with emails, you need to plan and test your emails before feeding them to your audience.
What is an Email Marketing Campaign?
An email marketing campaign is an email sent to a group of people, whether prospects, leads or customers, that will drive this group to take action.
With 347 billion emails sent per day, they can be considered one of the most popular ways of getting information about products and brand offers with a simple click.
Using impressive made-from-scratch or prebuilt email campaigns will definitely have an impact on your target audience. However, you shouldn’t forget that in order to have a successful marketing campaign, you first need to collect your audience’s email addresses.
According to Wil Reynolds, getting your audience’s email address should be your number one priority because, without it, you won’t be able to track your customer retention.
Why Email Marketing Converts Leads to Customers?
It is a fact that your website alone cannot make all your leads stay or get them to complete forms that will turn them into customers.
Besides, when your customers leave your website, there’s no guarantee that they’ll come back in the future.
In order to re-engage your previous customers and convert new ones, you will need to establish a channel of communication to show them what’s going on with your brand.
Using CRO practices can help you with your conversion rate, something marketers should also bear in mind when it comes to websites and emails.
Best Email Marketing Campaigns for Boosting Conversion Rates
Welcome emails are the first thing your subscribers will receive when they join your mailing list. Making them as engaging as possible will guarantee the success of your email marketing campaign.
So, making them as engaging as possible will guarantee the success of your user onboarding campaign.
Under Armour starts with a “Welcome to the Team” email that reflects its sports brand. The title works perfectly with the background image, getting the message across that with Under Armour, you are ready to get down to business.
The CTAs are simple and clear, but the item that particularly grabs the recipient’s attention is the ‘best sellers’ box. Adding social proof on a welcome mail can influence customer purchase decisions and make them trust your brand more than your competitors’.
What also works well with this welcome email is that it states both the brand’s mission and the perks their subscribers are going to get.
Natura Siberica takes a few lines to thank their new subscribers for joining its newsletter.
Below their minimal background photo, the brand gives a short informational paragraph designed to highlight what distinguishes the company from other cosmetics brands.
Such innovations are intended to trigger their subscribers into wanting to know more about the raw materials Natura Siberica uses.
The final item that stands out, strategically placed above the CTA, is the brand’s 20% discount that incentivizes customers into making a purchase.
Rewarding your new prospects is an important element that will determine your welcome mail effectiveness and conversion rate.
Abandoned Cart Emails
Abandoned-cart emails are automatically triggered when customers leave your site without finishing their purchase.
These emails will give your customers incentives like free shipping or discounts to encourage them to go back and complete their order.
Diesel’s abandoned cart email opens up with the “You snooze, you lose” phrase, a psychological trigger that makes customers respond to your call for fear of losing their items. This fear of missing out (FOMO), centers around the notion that if people stay away from something, they will miss out on rewarding experiences.
To make the CTA more effective, Diesel adds a snippet that compares real-life shopping with online shopping, which improves the chances of converting more leads.
Diesel also employs cross-selling in order to invite their customers to buy relevant products, a tactic that can increase brand awareness and revenue.
Timberland’s email uses a personalized copy to get their subscribers to go back to their purchase.
The brand tells customers that their cart was saved, reminding them that there are free delivery and returns on all orders they can benefit from before they complete the purchase.
The clear and targeted CTA will direct them back to their order without unnecessarily landing on other pages.
Furthermore, in the event their customers are not willing to buy a particular product, Timberland gives them the option to go back to their site and find something else they might like.
Educational emails favor content pages over product pages and are sent to your subscribers in order to give them tips and advice and to share knowledge.
Since these emails are meant to educate your audience, they don’t include any promotional messages and CTAs. Nevertheless, interesting content pages give subscribers information about your product and the ways they can benefit from it, which will hopefully lead them to purchase it eventually.
Nikon’s email gives the tip of the day along with extra things people can learn just by clicking “learn more”.
The absence of promotional content makes this email a reliable source of information that is meant to inform rather than lead to a purchase.
The visuals give Nikon’s email a friendlier tone, which influences customers to check out their website.
Nikon’s friendly tip-of-the-day email can increase conversion and is the first step on the way to turning prospects into customers.
Personalized Sales Emails
Sales emails are quite popular when you offer your customers discounts and limited-time offers. However, if you add some personality to your promotional emails, you will have a powerful email that will almost certainly have higher response rates.
Despite the lack of background images and visuals, Elementor has come up with an attention-grabbing personalized email to promote its product. Instead of using their brand’s name to promote their discount, the email seems to come directly from Elementor’s CMO, Ben.
People receiving this email will feel that the people of the brand are personally taking time off their busy schedule to communicate with their audience and help them get the most out of their product and see an Increase in their ARR and their average order value.
Personalized Recommendation Emails
Recommendation Emails aim at engaging or re-engaging your customers with your brand.
Such emails are usually triggered after collecting shopping behavior data that will lead to recommendations tailored specifically to the needs of individual shoppers.
Karmaloop’s recommendation email shows its subscribers products that have been picked especially for them.
Remarkably, the word “you” appears ten times in the mail, with the purpose of stressing the fact that these picks were really made for the recipient, and are not just some generic ‘picks’ that everyone gets.
With their recommendations, Karmaloop influences their customers to go back to their site, take a look at the products they picked, and make a purchase.
The more personalized your recommendations are, the higher the conversion rate will be because customers will feel that the brand cares about them.
Birthday-offer emails are one of the most successful ways of making offers that customers cannot resist.
Their unique character makes birthday emails a great tool for promoting products, which can increase sales considerably.
To start a birthday email campaign, you need to collect your customers’ dates of birth and then send them an email with a personalized offer, a discount, or free shipping.
Stitch Fix, for instance, gives its customers a birthday offer with a ‘treat yourself’ incentive.
The copy cleverly supports the offer by giving people an idea of what will happen if they order a box of new clothes from their brand. From dressing in style on your special day to the little birthday dance around the room, Stitch Fix promises to make their customers’ birthday a day to remember.
And when you combine irresistible offers with copy that converts, then you can expect higher engagement that will boost your conversion rate in the long term.
Email marketing is a strategy that can help you nurture your leads and convert them into loyal customers who will support your brand on your way to success.
Email campaigns can vary depending on your goals and target audience. Regardless of form, size, and shape, such campaigns can make your brand grow beyond measure.
Getting yourself acquainted with some of the best email campaigns out there will help you create your own powerful emails that can help you to reach your prospects, leads, and customers. And, if you are pressed for time, you can also use some premade newsletter templates!
Now, it’s your turn. What do you think of email marketing campaigns?
Let us know in the comments below.
Marilia is a Creative Writer working for email marketing software, Moosend. Her passion for writing has led her to find new ways of combining the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her spending time on her drabbles.