Discover the very best email marketing campaigns from more than 40 categories in this book. Authored by some of the most popular and creative minds in business today, you get to enjoy their lessons learned and successes. You’ll discover how to create new revenue streams with existing customers, find new customers cost effectively, and much, much more.
Want to get more people to click on your email ads? This guide shows you how. I’ll show you a simple copywriting trick that you can use to make your ads more fascinating, and I’ll also introduce you to the AIDA formula for writing email ads that will make recipients incredibly eager for what’s in your email.
What Is an Email Marketing Campaign?
An email marketing campaign is a series of emails a business uses to communicate with current and potential customers. This planned content is distributed via email with the goal of accomplishing a specific goal for the organization such as nurturing leads or encouraging engagement.
Email campaigns are an important part of inbound marketing, an ongoing process where marketers meet buyers in whatever stage of the journey they’re in.
Inbound marketing acknowledges that not everyone is ready to buy from you at this exact moment. That’s why email is such an important channel.
Through email, you’re able to stay top-of-mind by providing communication to their personal inbox, and you can do it at scale with marketing automation software. It’s important that an email campaign’s recipients have opted in to receive this content and that each piece offers something valuable.
Here are some examples of different purposes your email campaign may set out to accomplish:
- Traffic generation – Email can be an effective promotion channel for the high-value content you create on your website.
- Awareness – Not everyone who opts into your email list is ready for a purchasing decision. You can use email marketing to stay top of mind while providing the educational content that is most relevant to them.
- Lead nurturing – As you stay top of mind, you may also consider ways to identify the leads you have with the highest purchase intent and provide conversion-focused content that “nurtures” them toward a sale (or at least toward becoming sales-ready).
- Revenue generation – You can create email marketing campaigns for your existing customers to promote upsell and cross-sell opportunities. You can also create campaigns to capture a sales conversion from leads who are close to a purchasing decision. (One example might be creating “abandon cart” campaigns for recovering lost sales conversions.)
Speak Your Buyer’s Language (Wool and the Gang)
We like people who are similar to us.
More than that, when we know, and like someone, we tend to say “yes” to their requests. And it’s no different for brands.
Brands that speak their buyers’ language evoke a sense of “liking,” which helps them persuade prospects more easily.
What looks like a message from your best friend is, in fact, a subtle promotional email:
In this email, Wool and the Gang smartly use a GIF to imitate a conversation between two friends.
If you’re in the company’s target audience, this iMessage view is likely familiar to you.
And in case you’re interested in knitting, Wool and the Gang reminds you of the joy of missing out (JOMO), simply by being at home and spending time on your hobbies.
By speaking their buyer’s language and associating positive emotions with their brand, Wool and the Gang creates demand for their products.
Next, they introduce a how-to video, in case you want to recreate the jumper from the conversation above:
After creating excitement around their brand, Wool and the Gang recommends products that you might enjoy:
Wool and the Gang know what resonates with their audience and trigger their subscribers’ JOMO in a conversational tone.
Stand Out with Your Design (Function of Beauty)
While Wool and the Gang mimics you chatting with your friends, Function of Beauty lets you talk to your hair.
Sounds weird, right? Let’s see how they do it.
With the subject line above, the company sends out a promotional email that stands out in subscribers’ inboxes, thanks to its unique design:
What looks like an apology letter that you write to your hair, this email addresses a pain point that resonates with the company’s audience.
In this cleverly designed email campaign, you promise to take care of your hair, and the way to do this is, unsurprisingly, using Function of Beauty’s products.
In the rest of the email, you see a headline that reads “Meet Custom Hair Mask,” after which the company asserts your wants and needs:
The call-to-action (CTA) button “Order Now” sends you to a hair quiz you can take to create and purchase your custom hair mask.
Thanks to this fun promotional email, Function of Beauty explains the problem they’re solving (read: their value proposition) in a creative and memorable way.
Keep Your Readers Engaged (Boxycharm)
It’s no secret that eye-catching subject lines get your emails opened. But what makes people read your emails all the way to the end?
With more than 250 billion emails sent and received every day, users can’t help but skim through their busy inboxes.
In other words, the emails you spent hours writing can go unnoticed (even with an outstanding subject line.)
This is especially true if you’re writing long emails containing several products.
By using visual cues, you can guide subscribers to the most critical part of your emails, and nudge people to read through your emails.
Evoking curiosity is the best way to achieve that, and Boxycharm has a great example of that.
Coupled with a scarcity-infused subject line, the company promotes its products with the following email:
What’s interesting is Boxycharm uses an animated arrow to direct your attention several times throughout the email.
Knowing that we all love surprises, Boxycharm holds your attention with the promise of a surprise.
And when you scroll down, Boxycharm delivers on its word:
It’s a limited-time freebie you can claim when you buy the company’s products.
In this email, Boxycharm, first, highlights the scarcity of their products. Then, they focus on the value you’ll get upon purchasing them. Finally, they try to convert you with a time-bound, free gift.
The best part is, they help you read through all of these messages, using visual cues.
You don’t necessarily need to draw down arrows to get your emails read until the end. Tease your surprise offer or set expectations about the content of your emails in the introduction copy, and you’ll evoke subscribers’ curiosity.
Understand who you’re emailing.
Have you ever heard the saying from Meredith Hill, “When you speak to everyone, you speak to no one”? What Hill is getting at here is that if you’re watering down your message to apply to your entire audience, you’re leaving opportunity on the table — opportunity for creating high-value, specific, relevant content that speaks directly to the recipient.
With this in mind, the key to a great email marketing campaign is identifying your audience and using email segmentation to ensure you’re delivering to the right people at the right time. If you can accomplish this and build it into your strategy, you can get more creative and specific with your messaging.
Build a targeted list and define enrollment criteria.
You know who you’re targeting and what you want them to do. From there, you must build the segment. Thinking about your buyer persona, what properties do they all have in common? How does your CRM describe those properties?
Your software is smart, but it’s not smart enough to automatically know which recipients you’re sending to. Will the recipients receive the emails at the same time, or is there certain criteria they have to meet before they are enrolled in the sequence or campaign?
Determine the timeline you want the campaign to run.
You may be running a seasonal campaign that only requires one or two emails, or you might be building a long-term top-of-mind nurturing campaign. Tailor the length of your email sequence to the length of the buying cycle and stage the persona is at in the buyer’s journey. In other words, deliver the right message at the right time.
Make Your Sales Memorable (Brooklinen)
It’s a question all marketers consider:
How can you sell with email when most customer inboxes are full of promotional emails?
Just SOME of the sales emails sat in my inbox.
Once again, curiosity is the answer.
Check out this subject line by Brooklinen:
It’s almost impossible to resist such a curiosity-triggering subject line. As a result, you open the email immediately to see this:
Similar to many good email examples, Brooklinen uses GIFs to make their promotional emails more interesting.
With copy like “Something big is coming” and a GIF unwrapping itself before you, Brooklinen further evokes your curiosity by teasing their upcoming sale.
They don’t let you see the discount amount, but they make sure you’re hooked enough to check back again.
Brooklinen even goes beyond asking you to remember: they invite you to set reminders.
When you set a reminder by using one of the two suggested options, Brooklinen’s mystery sale is added to your calendar:
With this email, Brooklinen creates excitement and sets expectations about their upcoming sale. Plus, they keep their brand top of mind, with Black Friday around the corner.
Best Email Ads is your comprehensive guide to creating and launching a successful email ad campaign.