Take a look at some of the best email marketing campaigns out there, and learn what makes them so amazing!
Marty - Yeah not so much as it turns out. These emails suffer from three common email marketing problems:
* They try to do too much.
* They aren't visually arresting enough.
* They don't use PEOPLE well.
Promise to write a full post on what makes for great email marketing on MartinMartySmith.com soon.
Hubspot Whiff
Hubspot is an amazing content marketer. Almost everyday they create great relevant content I want to read. Hubspot is a favorite among my Internet marketing friends too, so keep my praise in mind as I detail why this post misses the mark.
Email Marketing Rules The World
The death of email marketing is greatly exaggerated. Yes MOBILE is messing with delivery as many people use mobile to curate their email (deciding what to keep and what to toss is easier on mobile devices), but email's importance to any Internet marketer's bottom line can't be overstated.
These campaigns are too noisy and CTA's way too hidden. Email is an IMMEDIATE medium. Don't send email marketing talking about anything happening in a month. Email is about RIGHT NOW.
The creative is FLAT for me too. PEOPLE sell things and many of these emails lead with graphics. BIG MISTAKE. The best converting email in thee examples would be the ModCloth.
ModCloth's lower half is solid. The models are looking at the Call To Action and it feels fun. Problem is the top. Never combine SALES with process-oriented stuff. If you want me to clean up my profile make that the ONLY CTA on that email.
ModCloth is upside down. Lead with the girls playing and put all those process messages on the bottom OR send another email to discuss process. Illustrates why HubSpot whiffed - too much noise in these emails.
If you are trying to accomplish 2 things in an email that is one too many. Emails are short bursts of fun and inspirations. They have to FIGHT their way through mobile gate keeping and how overwhelmed everyone feels.
Best tactic to achieve high open rates I know are:
1. Short and punchy subject lines (10 words max).
2. Big hero with PEOPLE doing cool things (view out at the reader OR down into a CTA).
3. ONLY ONE idea at a time.
4. Limit other navigational options (keep them relevant to Today’s message).
5. Arresting visuals (PEOPLE are best but graphics can work).
I promise to elaborate more on what makes for GREAT email marketing on MartinMartySmith.com soon. Can't be critical of HubSpot without supply a How To email marketing lessons learned from making MILLIONS (not hyping this either, or not too much anyway) from email marketing.
