Email marketing is the key to your business success, and designing an effective HTML newsletter to promote your business is one such method. Before you put pen to paper, consider browsing your own inbox to take note of what interests you.
Below are 10 examples of brilliantly executed emails that each have their own unique attributes.
Attract new customers and bring back lost customers
“Hit ’em in the pocket” has long been an approach to deter certain human behaviors, but it can also be seen in reverse. Harry’s Shaving Products Delivery Service is offering both existing customer and new customer £5 off their next orders.
Elsewhere, the email includes a link to an “about us” style article, a summary of the recipient’s order and a button to track the package, all using blue colors and a minimal design – in line to the company’s brand image.
Offering a discount on a product or service is a great way to incentivize new subscriptions. The Bloombox potted plant delivery service offers a 10% discount for all new customers who sign up for the company’s newsletter.
To encourage new customers to spend their money, photographs of some of the company’s most expensive products created high expectations. Beneath a “BUY NOW” button – which implies urgency – are three links to Bloombox social media where customers can see more alluring photos.
3. Just cook
A company that uses email marketing campaigns to win back subscribers, food delivery box service Simply Cook sends engaging, content-filled emails to consumers who have previously used the service.
The email appears to be from a specific employee – in this case, Penny – and a subject line that reads ‘Take your FREE gift with a £3 SimplyCook box today’ adds instant appeal.
The calls to action are plentiful, with bold, colorful buttons to re-subscribe to the service, to investigate the free giveaway, and to download the company’s app. Other design elements used include vivid images that help us imagine the ideological culinary world of Simply Cook.
Marketing to existing customers
Waggel Pet Insurance Company offers frequent discounts to active members to encourage them to stay loyal; in this case, a discount on a wine delivery service was available.
A simple yet attractive design that incorporates brand colors is only half the story, and it’s clear the team behind this email had other priorities. In order to engage with customers, Waggel opted for friendly, conversational language in the form of “Wine not?”.
This email is timely and coincides with the Easter bank holiday weekend: a time for many workers to relax. Waggel acknowledges this, offering a justification for buying the wine so the reader doesn’t have to.
5. Getting Started
Delivering the right kind of content and repeating personalization should be easy to pilot. A surefire way to encourage repeat customers is to tailor your marketing to their wants and needs. In this case, crowdfunding platform Kickstarter tracked an investment – or purchase – of a product with a similar product line.
Key information is displayed below an image which also serves as a link to the product, although this could be made more obvious.
A car is usually a person’s second most important purchase, after a house. This can be a particularly anxiety-provoking time and many questions may arise. Electric car company Tesla uses automated email marketing to regularly notify buyers.
This email highlights some frequently asked questions and key information, all under a personalized image of the buyer’s exact car which adds to the success of this email.
Beneath the seemingly informative face of this email lies an opportunity for Tesla to plug in its own services, with call-to-action buttons allowing buyers to explore other products in the hopes that they will will part with more money.
7. Pulse BP
Electric vehicle charging network BP Pulse responded to rising energy costs by sending out an email newsletter to members who have used its services. The purpose of this email is to notify customers of a price increase, and the simple text formatting makes this clear.
Key to the success of this email is the table highlighting the new prices, which is embedded in the body, meaning fewer clicks are needed for consumers to get the information. The only link in the text – therefore clearly visible – directs electric vehicle drivers to a part of the BP Pulse site which offers the possibility of saving money with frequent chargers.
A simple footer provides access to company social media and other means of communication. Overall, though simple, this email serves its purpose of sharing a business announcement in a brief and concise manner.
8. European Starling
In business, maintaining customer loyalty can often be a challenge. Investing in marketing that attracts new customers is a no-brainer. In order to prevent customers from being tempted elsewhere, Starling Bank reminds customers of the new and additional features to which they are entitled.
This summer edition of the company’s newsletter – titled “whisper” (itself a playful pun on the formation created by starlings, known as a whisper) – takes a seasonal approach by reminding customers that they are entitled to certain transactions abroad.
The newsletter uses the rule of three – a key point in our beginner’s guide to marketing – to influence subscribers’ next steps. Branded headlines are followed by informative summaries and a clear call-to-action button. Attractive infographics add to the appeal and provide an extra layer of information.
A sustainability-conscious company, clothing brand Patagonia reminds customers of its back-to-basics eco-credentials with the assurance that the materials it uses are sustainable.
This marketing email was sent in early fall as the temperatures began to drop. It has links to buy warm down coats and jackets. Other content includes short summaries and a blog post on the company’s website regarding “bad weather,” making it a full seasonal email.
Launching a new product or service can be extremely rewarding after a long and exhausting process. Where better to find inspiration than tech giant Apple?
With the launch of its Watch Fitness+-based fitness service, new Apple Watch owners were invited to a three-month free trial. The image shows the deep integration between Apple’s devices – one of the company’s main selling points. This carefully crafted email leaves the recipient wanting to know more; it’s no coincidence that the link to start the free trial is more visible than the others in the email.
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