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Brilliant examples of brands killing it with email marketing

It’s no secret that we’re huge fans of quality emails around these parts. So it only made sense for us to launch a series on the Emma blog specifically devoted to geeking out about the crème de la crème – aka, the very best emails that hit our inboxes each month. In the first installment, we focused on beautiful design, so this month, we thought we’d switch things up and talk strategy.

All these examples are definitely easy on the eyes, but they were also crafted with a purpose: Each email showcases a clever (and effective!) marketing tactic. So without further ado, here are our favorite emails from September, along with the marketing strategies that help them stand out in a crowded inbox.


1. Create a sense of urgency.

The ultimate goal of most email marketing campaigns is to increase conversions. A stellar call to action that creates a sense of urgency can help you get there. If a recipient learns that your sale is “ending soon!” or that they only have “one day left!” to register for a particular event, they’ll feel more compelled to act right away for fear of missing out. It’s a powerful psychological motivator that can really amp up the success of your emails.

West Elm 

Boden 


2. Pair your sales message with relevant content.

The first instinct of many marketers – especially those who work in e-commerce – is to push out messages designed to sell, sell, sell. But you might also consider pairing your sales messages with useful content. Creating valuable, free content creates trust, builds your brand, and keeps people informed. More importantly, marketing with content is proven to attract and convert prospects into loyal customers: 61% of consumers say they feel better about a company that delivers content and are also more likely to buy from that company (Custom Content Council).

Cotopaxi 

Patagonia 


3. Start off on the right foot.

We’re big proponents of the welcome message. It’s such an easy way to make a great first impression – and it gets long-term results. Subscribers who receive welcome notes show 33% more long-term engagement with that brand (chiefmarketer.com). And if a single email doesn’t feel like enough to set the stage, try automating a welcome series.

One Kings Lane 

Airbnb 


4. Let powerful imagery speak for you.

Too many email newsletters come in the form of intimidating, unattractive walls of text that are brutal to sift through on a mobile phone. But here’s the reality of email messaging: Far more people are scanning your emails than actually reading them. So rather than filling your messages to the brim with endless copy, use streamlined, eye-catching imagery. People respond well to visual stimulation, so oftentimes it’s better let your product speak for you.

Fy 

House Industries 


5. Marry email + social.

If you have a strong social media presence, including social media in your email messaging should be a no-brainer. Thanks to apps like Instagram and Twitter, you already have access to an endless stream of content created by advocates for your brand. And by incorporating elements like a real-time social feed in your campaigns, you immediately increase the relevance of your emails by directly tying your consumers’ real-life experiences to the content you serve them.

Madewell 

MeUndies 


6. Encourage customer feedback

By asking them how they feel about your business and everything you offer, you show your customers how much you truly value their business and their opinions. Plus, their feedback provides you with data that will help you learn what content to send and the right time to send it. And when you’re armed with that info, you’re bound to make current customers happy and attract a whole bunch of new ones.

Frye 

Kate Spade 


7. Send a gentle reminder.

Over 68% of of e-commerce shopping carts get abandoned, and roughly 1 in every 4 customers actually return finish their purchase (Baymard Institute). So what if you could gain back those 68%? Sending a cart abandonment email is a great way to remind users of their interest in your product, gently direct them toward check-out, and lead them along the path to conversion.

Chubbies Shorts 

Net-A-Porter 


Did any top-notch emails land in your inbox this month? Let us know in the comments!