How do you define a great email campaign? Effective copy, concise subject line, clear call-to-action, sure. But putting hours of effort into an email campaign means nothing if you don’t see results. A successful campaign boils down to your brand understanding how to meet (and exceed) the expectations of your audience.
I, like most of us, am subscribed to numerous newsletters for a wide variety of reasons. Some for aggregated news purposes, business tips, daily deals or retail companies that offer value. I think we all know our favorites by the excitement we get seeing the new email freshly unopened in our inbox. This for marketers is a dream come true; these loyal subscribers are the pulse of the messages they create and move the needle for what’s to come.
A company recently caught my attention and now goes into a short list of brands that I not only enjoy watching, but admire their email campaigns and overall integrated marketing.
One night, killing some time before dinner I walked around downtown San Diego and went into the Goorin Bros. hat shop. The store pulled us in and almost back in time as we tried on hats reminiscent of the 1960s, old derby days that radiated class. It was so fun spending time in the store that on my way out I wrote my name in a book to be added to their newsletter list.
A few days later I received my first email from the Goorin Bros. and I was able to open it on my phone without a hitch. I thought the email looked very clean, sharp and with closer notice to this and emails to come, I was continually impressed with the beautiful, thoughtful design, clear messaging and access to information.
Here are a few of many things that the Goorin Bros. have clearly mastered:
1. Short, accurate subject lines. They tell you what to expect and deliver.
2. An aesthetically pleasing design. All emails are consistently focused, highlighting one product. Rich in image but light in content makes this easy on the eye and on-the-go. Familiarity is also nice for consumers receiving hundreds of messages a day.
3. Access to information. Simple layout with light and light hearted copy gives you direction and not too much data at once. This allows men and women to know quickly where to click to see selected styles. They also offer quick links to the “Goorin Bros. Story,” Blog and Customer Service. These tabs allow subscribers to easily choose to learn or view more, and for the Goorin Bros. these links are trackable and offer consumer insights.
4. Transparency and accessibility. The Goorin Bros. provides a real email address. Not a “Do Not Reply” email, giving off the stigma that they do not want to hear from you.
5. No falloff when directed to the main site. When you do click to see more gorgeous hats, the main web site is compatible with a laptop or mobile device and stays as clean and simple as the original message. This almost ensures a lower bounce rate and keeps customers digging on their own and not overwhelmed with selections.
6. Social. In the email viewers are invited to an event with an RSVP on Facebook. While this did eliminate some subscribers as the event was in select cities, it added value letting everyone know they are present in the social world. Another way to stay engaged and connected with an audience, and turns out they are doing well in that arena too.
So a great email campaign should definitely strive to possess as many of the above characteristics as possible, but more importantly your communication needs to be consistent and cohesive among all platforms; representing more than a product or service. It was immediately clear to me that the Goorin Bros. is a company tuned into their identity who is doing a lot right in the realm of email and branding, marketing a nostalgic essence and modern appeal. Hats off to ‘em.
If you’re looking to partner with an agency who understands branding and email marketing, we may just be the right fit. Feel free to give me a call to chat. After all, a conversation will cost you nothing: 858-255-0027.
Associate Editor and Blogger, eConnect Email; Business Consultant, HMG Creative; Texas Ex, PR Grad, Not-too-shabby chef, Hearts mini chi weenie, Snoopy D. Follow her on Twitter @AmyKauffman