Guest Post by Silvio Porcellana from mob.is.it
News flash: while reading this article, you might receive up to four new emails. In fact, according to the Radicati Email Statistics Report 2015-2019, email users send and receive an average of 99 emails per day. That’s a 6% increase in daily email traffic compared to last year. Before you leave to check your mailbox, you might want to stick around a bit longer: we have more data that might interest you.
When the gurus are wrong: email and mobile work together in perfect harmony
A few years ago, some people questioned the future of email, but today it’s the most active marketing tool (and more successful than ever). Those who predicted email’s decline warned that the growth of mobile and apps would highlight its lack of usability compared to push notifications, which are far more immediate. However, email campaigns continue to deliver results: over 7% of customers are acquired through email campaigns and they yield a return of approximately 40x the investment.
Interested in sending your own bulk email marketing campaigns? Read our complete guide on how to send an email campaign now!
Most emails are viewed on mobile
Big shifts in email behavior have occurred during the last few years. Today, 45% of emails are opened on mobile devices. Many business marketers are accounting for this shift by adapting their emails: 55% of campaigns now have a responsive design, although only 12% are designed with a mobile-first perspective.
To ensure your emails are effective on smartphones, it’s important to think beyond design changes: optimize the content, personalize the message and be creative when thinking about the target.
A marketing email can be a nuisance or a pleasant surprise that leads to action. Here are 7 sample campaigns that achieved the second goal and can inspire your mobile-minded marketing.
#1 Zumba Fitness and video customization
For its annual Instructor Convention, the Zumba Fitness team decided to feature a video in their email instead of traditional text and image content. Video is high-impact content; in fact, an estimated 74% of Internet traffic in 2017 will be video and 44% of traffic will be displayed on mobile. Zumba’s media choice wasn’t the only strategic element of this campaign – the content was carefully designed as well. The recipient’s name actually appeared within the video itself! This remarkable customization produced great results: 50% of the emails were opened, the campaign achieved Zumba’s highest click-to-open rate ever, and visitors spent an average 9+ minutes on the video landing page.
#2 PayPal and bill splitting on mobile
How many times have you used your smartphone in a restaurant to share photos of food on Facebook or Instagram, or simply to split the bill at the end of the evening? PayPal used this email to inform potential customers about their app that allows each diner to immediately pay their share of the bill.
This campaign works on mobile because the textual content is short, the image lets the recipient immediately visualize the solution, and the campaign is perfectly contextualized. This message is designed for mobile and dedicated to a mobile-accessible service.
#3 Sony PlayStation: customization and localization
Emails can also be used effectively when upselling and cross-selling. Sony’s recent email campaign is a perfect example – it integrated two key strategies to be effective on mobile: personalization and localization. They customized the email content by tailoring it to the target audience. PlayStation Vita was promoted to PlayStation owners, while for PS3 users the email was focused on features that could be used on both PS3 and the new PlayStation. The localization lies in the dynamics and involvement of various local retailers. Sony offered the retailers customized discounts for their customers and included their brand in the email. This approach delivered great results: the campaign reached 4.2 million people, 1.1 million opened the email and 9,200 PlayStation Vita consoles were sold through this initiative. The campaign achieved an ROI of 580x for each euro spent.
#4 Craghoppers and the abandoned cart
This case study is for e-commerce businesses who think it’s unnecessary to email to consumers who did not complete their purchase. Craghoppers, an online clothing store, used a dynamic system to send a follow-up email to would-be customers featuring the items they added to their cart before abandoning the purchase. A message is sent 24 hours after the user abandoned their cart and another one three days later. This strategy leaves no room for indecision and 10% of the emails sent resulted in a purchase. The campaign achieved an ROI of 711%, with a 30% click rate.
#5 Microsoft Store and customer insight
Emails are not always about selling. Sometimes they are sent to get to know the consumers better. This strategy will become increasingly important in the coming years, particularly for mobile marketing. For companies with a considerable amount of customers in many different markets, such as Microsoft, collecting data and differentiating online and in-store buyers is not an easy task. To solve this problem, Microsoft decided to contact its customers directly by sending them an email with a double call-to-action. The subject of the email included the name of the nearest shop to the user. The email contained an invitation to set up a Microsoft account, with calls to either do it online or in a local store. Microsoft obtained more data on its customers based on their choice: those who purchased on the web will probably continue to prefer this channel just as Microsoft Store shoppers tended to choose the second option. Using this data, their opening rate has quadrupled, and the volume of emails sent increased by 300%.
#6 Johnny Cupcakes and the strike of segmentation
How do you use a mailing list of over 80,000 clients and convert it into sales? This is the story of Johnny Cupcake, an American clothing retailer. To improve the effectiveness of their emails, they started collecting information from their customers’ social profiles: gender, interests, and brand preferences. Then they created an email customized based on this new data. The example below is an email sent to launch a line dedicated to baseball enthusiasts, with a female or male pictured depending on the recipient’s gender. The results are striking: 42% increase in CTR and 123% increase in conversion rate.
#7 Dell and the comeback of GIFs
Animated GIFS are being widely used on the web, again. Dell decided to use them to launch its Dell XPS 12 Convertible Ultrabook, a laptop that turns into a tablet. But how could they explain this convertible product to their customers? A still image could not convey this idea, so they made a GIF showing the product’s transformation and inserted it in an email. This type of campaign was completely different from the previous Dell emails. It was sent to Dell’s entire US customer database, and while the open rate increased by only 6% compared to the previous campaign, the GIF led to a 42% click rate increase.
Do your email campaigns amaze?
Not all the above-mentioned campaigns were carried out by big brands. What these case studies have in common is the fact that they reached results far beyond expectations.
This means that whatever your budget, you have no excuse for not making an effective email campaign! You only need a good idea, a good platform for sending emails, and an excellent understanding of your customer.
Last, but not least, you should have a healthy mobile engagement: your email must catch readers’ attention on a small screen and entice them to open it even when they are doing something else.
What is the best result you have achieved so far with an email marketing campaign? Can you do better?
Silvio Porcellana is the CEO and Founder of mob.is.it, the online tool over 1,000 agencies and professionals use to build mobile websites and native apps for customers worldwide. From his retreat in the Monferrato Hills in North West Italy, he bootstraps companies, writes about web and mobile marketing, and helps customers succeed online. Read more from Silvio here.
Don’t have a free email marketing account yet? Sign up today.