Email Marketing Campaigns
For Ecommerce That Stand Out
Written by Rob Lane.
Email is a mature medium for electronic communication that has evolved over the past 40 years, and which continues to carve the way for digital marketing as we know it today. Many ecommerce companies, operating their entire sales cycle in cyber space, are making significant gains through email marketing. But we also know that if everybody is using email in their marketing mix, it can be really tough to stand out in the crowd. We thought we’d have a closer look at some innovative email marketing campaigns that succeed by keeping their customers in mind… a bit of a rare philosophy that we share with our own valued customers.
2. Kobo’s Unforgettable Trivia Contest
Kobo knows that to compete with Amazon, they have to be innovative when they engage their customers through email. In addition to offering targeted discounts to select segments of their customer base, Kobo knows that to stand out from the competition they need to serve up interesting content that truly gets their customers interacting and feeling good about their brand.
That’s why Kobo’s Unforgettable Villains Trivia Contest is brilliant.
After serving up personalized, recommended reading material, Kobo sweetened the deal by offering up to 75% off in daily coupons for customers who entered an intriguing trivia contest. Participants were challenged to identify the bad guy in popular literature to receive daily discount coupons codes (time limited of course). What avid reader wouldn’t want to collect a prize for showing off their reading prowess, further sweetened with a chance to win $1500 for completing all 10 questions?
Participants had to fill out a long form and opt-in to receiving emails about the contest, allowing Kobo to collect even more customer data to be used for tighter personalization to fuel a hunger for personal tastes in literature that are no fuss to acquire. Of course Kobo benefits a great deal from the information they’ve collected and the customer stickiness they’ve created.
The feel-good factor here is that customers really benefit as well. They get to participate in an interesting contest, win prizes and allow Kobo to serve them what they want, reading-wise, easy, fun and cheap… wow… kudos to Kobo!
3. Email Birthday Present From Hunter Hayes
Not everyone is a fan of American country music singer, Hunter Hayes, but he’s sold millions of albums and is one of the youngest male vocalists to top the country music charts. Hunter has a significant fan-base. When fans login into the Hunter Hayes website, they have to enter their birthday and other personal information. When their birthday comes around, they get this high-energy email birthday card with cool pics of the star, pumped on his music and offering 15% off their next purchase at Hunter’s online store. Note the clean aesthetics of the image, the simplicity, and upbeat tone of the message and time-sensitive call to action.
4. Welcome Customers With Mix Tapes
British fashion retailer, Aqua, delivers a highly innovative Mix Tapes email campaign to it’s customers as added value without selling anything. Featuring a new, and often prolific DJ every month, and offering some pretty funky beats, the mix tapes are a free, sharable, download that engages customers and brings them back into the fold. These tapes are perfect for your next fashionable soiree. Aqua immediately entices mix tape visitors to sign up for their newsletter, with a honeyed 15% discount on their next purchase.
This campaign not only helps Aqua grow their email channels with a tempting, yet simple and elegantly presented opt-in, it also uses the power of music to welcome the purchaser and elevate their mood while in the online store. Nothing like shopping for clothes that make a statement, while listening to the latest beats on a mix tape download!
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.