The fast and direct nature of email marketing makes it a huge opportunity for a business (Flay, 2008). Some argue that despite the current surge in Social Media marketing strategies, email marketing is still more effective. Predictive analytics firm Custora found customer acquisition via email has almost quadrupled in the last four years and now accounts for 7 percent of customer acquisitions (Devaney and Stein, 2013). With e-mails in many cases being permission based, meaning you have to get the go ahead from the receiver before sending the mail, success rate is usually higher in terms of acquiring customers. Therefore it is essential for a business who intends to use email marketing as part of their strategy, to develop their email marketing to ensure maximum effectiveness. I have taken a closer look at a company who does it well and also offered tips on measuring the effectiveness of an email.
Case Study: Urban Outfitters
After having made a purchase in store at Urban Outfitters, I was signed up to their mailing list to receive information on new arrivals, as well as offers, discounts and event invites. There is also an option on the homepage of the Urban Outfitters website to sign up to the mailing list. It is therefore something that the company holds in high regard in terms of their marketing strategy.
Whilst scrolling through my emails, the first thing I was greeted with are the subject lines, which aims to grab your attention and entice you to open the email. In this case it worked. The use of capitals and breaking the word up with full stops made the subject line stand out. The title also offered discount on delivery, which as an online shopper appealed to me.
The email is extremely image focused, the images stand out and the text is very minimal. The text however says what it has to say, it is brief, informative, it isn't confusing and it directs me to exactly where i need to go to purchase the items.
The email also adds a bit of humour and light heartedness with the use of strap lines such as 'got sole' across the image of the shoe. I think more recently the use of humour within advertising and marketing can be very effective, as seen with the likes of Innocent Drinks.
The email also offers click throughs to Urban Outfitters social media sites and blogs. These platforms are also great ways to advertise and market your company to the masses, through regular updates, as well as an opportunity to connect with your audience.
Once the customer has been drawn in by the subject title, the bright, bold pictures and the offer, they are then able to click through to the Urban Outfitters website. If the email is successful and does grab the attention of its intended receiver, this can lead to increased web sales and awareness of the company.
Measuring effectiveness
The success of an email is measured in two ways. You first look at the amount of 'opens' the email has and secondly the 'click through' where we can see, for example, how many people have clicked a link on the email to be referred to the companies website.
Looking at these metrics we can use them to make the email more effective. There are several ways we can make an email seem more attractive to a consumer, here are some examples;
- Personalise it, address the email to them.
- A strong subject line, which involves a good offer or key information. Try different techniques with the text to make it stand out (like Urban Outfitters did)
- The timing of the email will make a difference. If they are receiving it at 3 a.m the customer is more likely to overlook it.
Of course the layout and design of the landing page is important. The writing should be kept short and to the point, there should be click through links to increase website traffic and the use of pictures and colour is important. If your email stands out and retains the customers interest, the more likely they are to take in the information and click through.
I personally tend not to open promotional emails and find myself drawn to social media to find out about new offers and deals. Due to the fact that i am bombarded with emails daily, many get overlooked as they are lost in a sea of subject lines. I do believe there are key benefits to email marketing as it is a direct route to your target audience, however it must catch their eye to be effective. On this occasion I believe Urban Outfitters did a great job with their promotional email, it provided me with all i needed to know after it had stood out to me initially.
References
Fray, J. (2008). Email Marketing: Opportunity or Reality?. NZ Marketing Magazine. 1 (2), 1-3.
Devaney, T and Stein, T. (2013). Why Email Is Still More Effective Than Social Media Marketing. Available: http://www.forbes.com/sites/capitalonespark/2013/10/01/why-email-is-still-more-effective-than-social-media-marketing/. Last accessed 1/6/2014.
