According to the Radicati Group, 269 billion emails are sent every day, and projected to increase by 19% over the next three years. This means consumers are facing pretty clogged inboxes. We can all learn something from brands that are able to stand out from the clutter and those who succeed at delivering meaningful experiences. Here are five of seven valuable lessons we can learn from big brands about email marketing.
- Dunkin’ Donuts: Make their lives easier
With mobile pay being all the rage for coffee fanatics, consumers can save time and money by ordering online and picking up. Remembering a low balance on the card may seem like something that comes second nature but isn’t always something consumers keep tabs on. When Dunkin sends their low balance reminder, it ensures smooth transactions that keep coffee-starved college students at bay.
2. Spirit Airlines: Catch their attention with a short and sweet subject line
The best crafted email isn’t going to make any money if it isn’t opened. The subject line is the viewer’s first impression, and research demonstrates they are most effective when they are short, snappy and personalized.
3. Ikea: Send them a warm welcome
According to Experian data, welcome emails are unusually successful compared to other campaigns. They have 86% higher open rates and yield nine times more transactions. You don’t need to be a big-name brand with a huge budget to create a welcome email: just a simple hello can transform a one-time visitor to a loyal customer.
4. Dollar Shave Club: Have them help you
Consumers are 58% more likely to make purchases from retailers that make personalized recommendations. But what if your purchase history doesn’t deliver an indication of what products you would be interested in buying? Dollar Shave Club sends emails that link to a questionnaire on their website asking how often users shave, skin type, hair texture and preferred style. From there, the company generates recommended products.
5. Spotify: Make them want to engage
Because Spotify sells a service and not a physical product, their goal is to aim users to spend as much time as possible on their platform. Spotify knows its users’ demographics and what they listen to. The brand combined those data sets to create personalized playlists that serve as time capsules for nostalgic songs.