As a budding email marketer gains footing, he might subscribe to an email newsletter that in no way stands to benefit him personally, but is good to receive from a professional standpoint. For me, it was PetSmart – an unusual choice for a rational person who owns no pets, but a sound decision for someone who wants to get a better grasp on what kind of messages the pet owners of the world respond to. A few years and countless subscriptions later, I wouldn't wish my morning inbox on anybody. I receive emails from stores in which I've never set foot, from companies in industries I've never encountered in my daily life … and that's to say nothing of the abundant emails from companies, publications and personalities I'm personally invested in.
Why do we do this? Because we like to have our boots on the ground, so to speak. We love to encounter new and different email tactics and strategies, and to engage them in the same way a dedicated follower would. Every so often, you come across an email campaign so inspiring, you almost want to write the company a thank-you note. And yet, when the time comes to prepare a presentation with email examples, or to seek out new ideas for fresh content, we must scour our archives, knowing that, even though we're drawing from libraries of hundreds – thousands – of email campaigns, we're only sampling a tiny slice of the email marketing landscape.
This is where Emailium, a brand new, fully searchable database of the email campaigns of thousands of companies, comes in. The brainchild of entrepreneur and seasoned email marketer James Paden, Emailium collects the accumulated email campaign history of hundreds of companies and presents them in intuitive, organized and searchable galleries. One example: We tried out a new shade of "Emma Blue" in the background of our July newsletter. We liked it, but let's imagine we wanted to take a look at some other color schemes that might work well. If I wanted to scour my collected "email example" folders for a potential match, I might have to set up camp in the office over the weekend. But with Emailium, I can search the database for other email campaigns containing that color's hex code (#3E7E97, if you're curious). Within moments, hundreds of email campaigns containing this color appear in a neatly thumbnailed, paged library.
The range of companies represented is impressive, with luxury shoe brands arriving alongside electronics shops, hockey equipment manufacturers and Broadway theater companies. You can refine your searches as much as you need, so if you only want to see examples of campaigns with "Halloween" in the subject line from retail companies, you can filter your search by subject line content and by industry (the industry filter, while still in beta, seems to function well).
Emailium isn't just for design inspiration, though. It's a good way to get a closer look at any featured company's email campaign strategy, from their sending frequency to their subject lines to their special offers. So if there's a company that you or your client is particularly interested in — because you admire their brand or because you share an industry — you can follow their history in their email archive. Don't see the company you're looking for? With just a few clicks, you can submit a request to have it added to the roster, and Emailium will email you when it's been added.
For email marketers who work closely with their clients on design, copy and mailing strategy, Emailium is a massive time saver. It's free to try out a few searches, and with a paid subscription, you can export emails to share, save your most common searches and tag your favorite emails for later reference. If you spend a lot of time in the email marketing trenches (or digging trenches through your own inbox in search of inspiration), you'll probably wonder how you ever got along without it.