5 Examples Of A Brilliant Email Campaign
Written By Jason Rowse - Digital Marketing Expert
There are many factors that go into making an email campaign successful. A personal touch, a creative approach, and an overall “wow factor” typically do the trick, with consistency being the absolute most important factor of all.
Email campaigns are part of a long-game strategy, engaging your audience and turning them into a community. As a rule of thumb, your emails should be:
- Catchy and engaging
- To-the-point with a clear message
- Consistent with your brand’s look and feel
- Original and differentiated from the competition
- Calling for an action of some sort
Keeping these principles in mind, building a campaign that is suited to your brand and products will ensure successful results.
Check out these five brilliant email campaign examples to see how each reveals valuable lessons about how to make a campaign that will stand out, be remembered, and help you achieve your goals.
The "Donation Progress Update" From charity: water
This is a classic example of a successful transactional email campaign. Transactional emails are responses to common actions visitors carry out, whether it’s making a purchase or signing up for your newsletter, and are of utmost strategic importance.
An email a visitor receives right after completing a call-to-action will be remembered and appreciated more than any other type of email.
When it comes to transactional emails, many marketers tend to make the mistake of setting an automated template, usually in plain text.
The famous project charity: water nailed their transactional emails by giving the audience a glance into their internal workings.
When anyone made a donation, they received emails that showed how the donations were making an impact.
The email layout was creative and engaging, complete with an image, a timeline, and a geographical representation of where their donation ended up.
The Lesson: Always invest in your transactional emails.
"Buzzfeed Today" Newsletter From Buzzfeed
Buzzfeed is known for its punchy and original content. In this particular newsletter, they use a catchy and original subject line “sorry, wrong number” which makes the target audience stop, and be curious about the contents of the email.
Buzzfeed is also known for its creative preview texts, making it a continuation of the subject text. If anyone takes a glance at one of the emails coming in, it’s clear that they put thought into how the subject line and preview text would look like together, before even opening an email.
Many marketers wouldn’t even give that a second thought, and this could be a potential loss of precious real estate in those first few seconds where anyone receives your email.
The Lesson: Utilize subject lines and preview texts wisely.
Custom Weather Forecast From Poncho
What stands out about this newsletter is its smart customization. Every day, Poncho sends out a weather forecast that’s crafted and adapted to the location of the reader, and its layout is bright, colorful, and packed with clever copy.
One thing that can be learned from Poncho is its consistency, with all emails having the same themed design, which is the key to maintaining a strong brand image.
At the bottom of the newsletter, there’s a great call to action: “This is awkward for me, but would you like to hang out outside of email?”.
Underneath this endearing message, there are buttons to download their app or chat on Messenger or Kik.
The Lesson: Always use a call-to-action in your emails.
New Product Campaign From Postmates
Postmates uses images and GIFs in a strategic manner as part of their email campaigns. A bright and vibrant visual aid is eye-catching enough, and even more so when it lands in an inbox.
Grabbing attention and using creative visual ways to showcase your products is sometimes all you need.
Coupled with carefully crafted copy, an image that’s truly different can do wonders for your email campaign.
The Lesson: Use images, videos, and GIFs strategically in your email campaign
User Reengagement Campaign From Dropbox
Dropbox has an email for inactive customers that should be an example for us all. First, many companies aren’t aware of the power of this type of email and simply don’t have one.
Businesses are so concerned with attracting new customers that they can forget about those who left.
Second, if an email is sent to inactive customers, it can sometimes be very minimal with no creative factors.
Dropbox does it differently and has a well thought out message that’s sent to its inactive customers.
Along with an image showing what things could look like if the customer comes back, there’s text asking the customer to consider using their services again, as well as a refresher course and sometimes a discount.
The Lesson: Carefully create your inactive campaign, and make sure there’s added value offered.
From these five examples, it’s clear that inspiration never truly runs out. There are endless ways to achieve your various goals based on the principles above while incorporating clever tips and tricks to make any campaign a success.