Case Studies: Brand Growth through Email Marketing
Marketing via a Digital platform is the proceeding to promote and sell services and goods through online marketing strategies ranging from search marketing to social media marketing and email marketing. Digital marketing is the easiest way of marketing. Marketing via email provides us to bond with our customers to encourage our product and boost sales. A bulk load of things can be done via emails like sharing news, selling products, telling a particular story, or enhancing the abandonment rate of the cart. Marketing through email is a straightforward and safe mode of promotion.
Successful examples of exemplary email marketing campaign
Charity Water
Usually, when NGOs set any marketing campaign (email), they don’t bother themselves much about it. However, Charity Water took this campaign seriously and revolutionized it to benefit them a lot. Therefore, when a donor donates on the website, he or she is usually given the transaction details in the follow-up mail. However, charity Water found an opportunity and designed a campaign that takes them to a completely new journey.
So when anyone donates to the NGO, they are usually not informed on how and where their money was used. And that’s where Charity Water stood out. Every time the money donated was utilized, they sent an email informing the clients regarding the usage of money or the progress made. They even added photo updates to it. This is how they added the donors as a part of the story. The result – they were able to raise $30 million in 2014.
How Can You Use It To Benefit Your Business?
The most important thing to learn from this marketing campaign is that engaging with the customers/ clients must not end on a cold note. It should continue even after the transaction gets over. For instance, if you sell weight-loss products and someone purchases any product from you, don’t stop at the transaction receipt. Use the opportunity to reconnect with your customer by sending them a “2-week guide to lose weight easily.” And Voila, just like that, you can pitch in a few more products to your customer while maintaining a steady engagement with them for the next two weeks.
Dropbox
“Looks do matter,” especially when you are trying to attract someone. This may sound materialistic, but attractive designs say a lot when it comes to an email marketing campaign. Dropbox has used it (long emails with attractive designs) to their benefit. To get a taste of their work, try signing up on their website.
Their “Baby come back” email has been an “all-time-hit.” Moreover, the company is so obsessed with cartoons and attractive designs that they don’t bother about the traditional email marketing rules, such as the copy.
How Can You Use It To Benefit Your Business?
Using this strategy in your next email marketing campaign is pretty easy. All you have to do is focus on the design more and a lot less on the copy. Try to limit the copy to 100 words and let the design do the talk for your business. Depending on the nature of your business, you can even pick a cartoon or create one to catch the customer’s eyes. To avoid any risk, you can run an A/B test.
If you are sending emails in bulk try to go for a dedicated SMTP server service for getting accurate results from A/B testing.
DELL
Dell was struggling to sell their XPS 12 convertible Ultrabook. Why? This laptop could turn into a powerful tablet fully capable of running a Windows 8. Now, this was a unique product, but people were unaware of it. So how did Dell solve the problem?
They created a unique email marketing campaign with a GIF that showed how their convertible laptop worked. They added a creative tagline to make it more appealing – “Go from dreaming to doing in a flip.” This immediately conveyed the what and how of their product. The results led to a 6% increase in open rate, 103% increase in conversion rate, 42% increase in click rate, and 109% increase in revenue.
How Can You Use It To Benefit Your Business?
Many might think that the crux of this case study is to start adding gifs to your emails, but it is not. The thing you can learn here is Dell’s power to think innovatively. What their marketing team did was more than just simple text and images. Also, instead of adding a YouTube video link to solve the problem, they went with a gif. So, the thing to learn here is that one must think “out of the box.” Depending on what problem you are trying to solve, you need to choose between an image and a gif. Why? Because sometimes what text and images can’t say, gifs lead the way!
Final words
To attain great success ahead, email marketing is the best strategy for every business enterprise. If you take the example of Amazon, you can see for yourself how email marketing has been successful in creating exceptional awareness of their company. Enormous effort has to be put by an email marketer to make the company witnessed an impressive success rate. Care has to be taken to create unique content to increase the click-through rate and avoiding scams. The words you use must have the potential to run an email campaign. Email protocols are essential depending on the campaign requirements; each server has its specialty and is used accordingly. Therefore, you should know which protocol you should use and when to be successful in email marketing.