I love e-mail http://iloveemail.org Just another WordPress site Thu, 20 Dec 2012 22:49:53 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.9 The Very Best Campaign! http://iloveemail.org/the-very-best-campaign/ http://iloveemail.org/the-very-best-campaign/#respond Thu, 20 Dec 2012 22:47:31 +0000 http://iloveemail.org/?p=988 MacHeist has done it again – the best e-mail campaign!

What they do is to gather a bunch of applications, pack them in an attractive way and sell them at a heavily reduced price during a limited time. For 29 dollars your’re offered applications worth 589 dollars (and 25 % of what you pay goes to charity)!

They implement this with the help of gamification and a neat, pretty aggressive e-mail campaign consisting of many e-mail – but the again: you do get a lot for free. Up until the day the package is available you’re asked to solve riddles and problems, and in this way you get applications for free.

In every e-mail there’s something of value for you.

You may look for a neater and more well-made campaign – but you won’t find one!

Check these e-mails and be inspired!

The e-mails above seem to be one single big picture – which wouldn’t have been such a great idea since most e-mail clients block pictures – but that is not the case.

If you scroll the e-mail you’ll find interesting messages too:

When you visit the web page you’ll find the same neat design:

And simultaneously you’ll find the same campaign on Facebook and Twitter – of course.

With this campaign MacHeist enhance the customers’ interest and give value during a long time before the offer itself turns up. They keep their subscribers engaged and curious. With the help of gamification it becomes a little game and a digital adventure.

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ASOS Are Testing Variations of All Their E-Mails http://iloveemail.org/asos-are-testing-variations-of-all-their-e-mails/ http://iloveemail.org/asos-are-testing-variations-of-all-their-e-mails/#respond Thu, 20 Dec 2012 22:43:52 +0000 http://iloveemail.org/?p=986 The advancement of ASOS in the Nordic countries is much admired. And when I check the e-mails I get from them I can see that they continuously are testing and evaluating the responses they get from their various e-mails and newsletters. In this blog post I’d like to show you some of the tests they do concerning subject line or title. If you want to know how to form a good subject line – maybe ASOS can inspire you.

I will also show you something that I personally like a lot. Despite ASOS’ focus on sales they do vary their e-mails; sometimes ”e-mails for selling”, sometimes ”e-mails for value”. When they give their customers something of value they can probably expect to sell even more in the following newsletters. You can call it bartering. ASOS gives the customers value and then ASOS can expect that they’ll buy something from them later on.

I am registered by two addresses with ASOS and I’m happy to have two different examples of the same e-mail every time. Otherwise I wouldn’t have discovered this. Look at these two e-mails: The same e-mail, but the introductions are a little different.

In this case they choose to have the very first words identical, but in the first one they add something to see if they will get more customers to open the e-mail. What about the rest of the letter? The headlines in the newsletter aren’t the same as in the subject line of the preview pane.

And the second one:

Another example:

In the second example above they are testing the effect of being a little provocative. I think that’ll work quite well in some countries. But I think I would be somewhat careful using ”Hey hot stuff!” I think about spam filters. The same goes for the word ”Game”. Though in this case it worked since it landed in my inbox. This time the two varieties had the same head title.

I also noticed that in several e-mails the top of the newsletter and the first offer were identical, but after that the offers were different, or the pictures and the title were different – but the offer was the same. Obviously they did this for the sake of testing what was more attractive to the recipients further down in the letter. Here is an example of that same e-mail, but with a different layout of the same content.

The other alternative:

So it is possible to put together the same content, but vary the look of the offer to see what works best OR to have exactly the same content, but try out the order of the content. I sure would like to work more with this when you e-mail service providers give us a SIMPLE function to use 🙂

Last, but definitely not least: In what ways do ASOS vary their messages in the different newsletters and e-mails? Well, it’s a lot about selling – but they blend in letters of value also. I know there are a lot of e-commerce people out there who claim that it’s only sales messages that are worth while … Yes, I know you feel that way. But in order to keep more than 25 % of your customers shopping you have to vary content more, especially if you don’t personalize your newsletters. If you follow my advice you’ll see a long lasting effect – and I’m sure you would like to give your dear subscribers a value now and then instead of always be nagging about selling.

See what I mean? Sales, sales, VALUE, sales, sales, sales, VALUE, sales a.s.o.

One of their ”value-emails” looked like this:

And look how they structure the newsletter and make it easier for their readers to find suitable category – and how well it’s adapted for portable reading devices, too. Nothing about selling, just a guide to find the right clothes. Do you think I shop from ASOS? You bet I do!

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Why E-mail Is Still the Killer App http://iloveemail.org/why-e-mail-is-still-the-killer-app/ http://iloveemail.org/why-e-mail-is-still-the-killer-app/#respond Thu, 06 Sep 2012 14:35:23 +0000 http://iloveemail.org/?p=983 Interesting reading – Dave Pell’s thoughts on e-mailing:

NextDraft’s Dave Pell on why email is still the killer app

Thanks to Ari Ahokas for the tip!

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Microsoft’s New Web Mail http://iloveemail.org/microsofts-new-web-mail/ http://iloveemail.org/microsofts-new-web-mail/#respond Thu, 06 Sep 2012 14:32:29 +0000 http://iloveemail.org/?p=981 Outlook.com

I like it!

It’s clear, simple, and it’s focused on your e-mail. You can log in with your existing Hotmail account – if you have one.

Here’s the new Outlook.com.

I think Microsoft is on the right track with this new and stripped design. Rounded corners, shadings and glass reflecting lights – the time for those things is over!

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About a Check List Concerning Confirmation E-Mails (and about Compost Marketing) http://iloveemail.org/about-a-check-list-concerning-confirmation-e-mails-and-about-compost-marketing/ http://iloveemail.org/about-a-check-list-concerning-confirmation-e-mails-and-about-compost-marketing/#respond Thu, 12 Jul 2012 11:11:05 +0000 http://iloveemail.org/?p=978 In the end of last month I visited Compost E-Mail Seminar. I really liked it because Compost is so focused on e-commerce and e-mailing. And they don’t concentrate only on newsletters, but on how the customers are taken care of – e.g. by various kinds of event controlled e-mails, often triggered by something the customer has done on the web for instance.

Compost’s work with e-commerce matches very much what I’m doing within the fields of e-mailing – and Mystery eShopper. When Lena and I work with the testing of e-commerce companies we see many different e-mails: e-mails confirming a purchase or a packaging/delivery of goods, evaluation e-mails, newsletters, customer service e-mails and many more. All these types of e-mailings give us a clear picture of how well the communication of a company is synchronized. This is what I lectured about on the Compost E-Mail Seminar, but I will write a little more about that some other time.

Here is a check list of the ingredients you should include in a confirmation e-mail. Be my guest!

  • Remember to show that the customer has made a perfect choice by making a purchase from you.
  • Write from a valid address. (Avoid a no-reply address!)
  • Remind the customers of who you are in the subject line. Mention the purpose of the e-mail.
  • Say thank you to your customer – regardless of the sum of his/her order.
  • Forestall possible questions from your customers. Make sure that the answers are available in an easy way.
  • Be short and precise, so that the customer gets an overview. Short sentences, preferably dot lists.
  • Clear call-to-actions. What is the customer supposed to do next?
  • Be personal, even if it’s on a simple level.
  • Make your logo type clearly visible to increase a quick recognition factor (spammers often send e-mails looking like confirmation e-mails).
  • Make sure that all kinds of information is included. Make returns and other changes simple.
  • Show the customer that you appreciate the data he/she has given you and that you’ll use it to his/her advantage.
  • Tell about the buying conditions – which will increase the customer’s sense of security (or show where this information is to be found in a clear and simple way).
  • Clearly visible links to your home page.
  • Write your newsletters in HTML, use pictures.
  • Give your customers good and relevant offers – after you’ve given them something of value.

Good luck! Sarah@@@@@

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A Neat Film Made by Campaign Monitor http://iloveemail.org/a-neat-film-made-by-campaign-monitor/ http://iloveemail.org/a-neat-film-made-by-campaign-monitor/#respond Mon, 09 Jul 2012 15:56:12 +0000 http://iloveemail.org/?p=972 Some time ago Campaign Monitor, an e-mail service provider, got in touch with us asking why they didn’t get the best mark in our test of e-mail tools. One of the reasons was that we felt that guiding films and other types of support are really important for a user who really wants to master the tool.

Their answer was that they would look into the matter at once. (I do like that kind of attitude!) And the founder of the company, Ben Richardson, seems to be a man of action. When you visit their home page you’re immediately encountering this very nice ”guiding” film clip on their editor. Since I’m a girl having a weakness for synth music – I kind of fell in love with it…

Campaign Monitor Editor Demo from Campaign Monitor on Vimeo.

Ben, if you read this … Where’s your very nice e-mail gallery? I miss it, can’t find it on your new fine home page.

Love Sarah@@@@@

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An Example of How to Get E-Mail Addresses for Shorter Campaigns http://iloveemail.org/an-example-of-how-to-get-e-mail-addresses-for-shorter-campaigns/ http://iloveemail.org/an-example-of-how-to-get-e-mail-addresses-for-shorter-campaigns/#respond Sat, 07 Jul 2012 18:24:45 +0000 http://iloveemail.org/?p=969 Here’s a neat example of how to get e-mail addresses for a certain purpose or for a specific campaign. In this case it’s the e-mail client Sparrow for iPad that is being marketed.

At first they entice you to register by not telling exactly what it’s about. But you will be among the first ones to be informed. Note that they write: ”Don´t worry, you will not be spammed”, just to ensure you that they take care about your e-mail address.

When you have registered, an iPad with an app appears – revealing something you really already knew.

Such a campaign is great fun, I think, it’s simple to implement, it’s cheap and it´s personal – ‘cause our e-mail address is still among the most personal things we have on the Internet.

Maybe something you should try?

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[MARKETING] – Do You Need That in the Headline of Your Newsletter? http://iloveemail.org/marketing-do-you-need-that-in-the-headline-of-your-newsletter/ http://iloveemail.org/marketing-do-you-need-that-in-the-headline-of-your-newsletter/#respond Sat, 30 Jun 2012 18:27:41 +0000 http://iloveemail.org/?p=966 Have you also noticed that some newsletters, especially those not coming from Sweden, start with [MARKETING] in the headline? Twice I´ve been asked about it, so I decided to put the question to MailChimp and Campaign Monitor. Their e-mail tools are used worldwide and they are very obliging when it comes to answering questions.

The reasons why some newsletters use this ”sign” in the headline are these:

  • In some regions, especially in the US, it´s either according to the law or is considered to be best practice – even appropriate – to use a prefix in the subject line.
  • In China, for example, there is a law stating that you must write [ADV] in the subject line when it´s a question of marketing or advertising in the newsletter.
  • In the US this ”sign” must mark any letter with an ”adult” content.

So should we start the headlines of our Scandinavian newsletters with [MARKETING] when they contain marketing? My personal stand point is: No. On the other hand I do think that we should be clear about informing our readers about the expected content – when they register. Why not let them read older newsletters as examples? And do tell them how often they can expect a newsletter from you.

I´ll soon be back and tell you my views on one vs. many letters. That will be a long post!

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Avoid Using Direct Marketing as E-mail Marketing http://iloveemail.org/avoid-using-direct-marketing-as-e-mail-marketing/ http://iloveemail.org/avoid-using-direct-marketing-as-e-mail-marketing/#respond Wed, 20 Jun 2012 21:18:55 +0000 http://iloveemail.org/?p=961

This e-mail message has been sent to info@iloveemail.se in accordance to the rules for e-mail marketing in the Data & Marketing legislation in Europe.

This is what is said in quite a few of the newsletters from Swedish companies and these newsletters frequently land into our info addresses. Those are letters we do not want.

It´s a great pity that Swedish companies choose to send this type of uncommissioned newsletters. Why don´t they wish to communicate and create relations with their customers? Why do they use a legislation from the European Union as an excuse to avoid a marketing opportunity?

Please do NOT answer this message, since it is sent from an e-mail address that is not monitored.

This is usually written close to the unregistration link. Obviously they do not want to take responsibility for their marketing since the company makes it difficult for the customer to get in touch with them. Do send all your messages from an e-mail address that is available.

This newsletter is being sent to you since you are registered in our data base.

Why are people´s names in your data base? Avoid buying data bases with e-mail addresses! It will be very evident that you don´t really care about your customer registers if you do.

Enough of bad examples. Here is one worthy of imitation. It´s from Kjell & Company.

You receive this newsletter because you are a customer of ours, you have ordered a catalogue from us or you have registered for newsletters from us (read more). If you would like to unregister, it´s really easy, just click here. We would be happy to receive your view on this e-mail or on our products. Please send a message to kundtjänst@kjell.com.

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Don’t Forget the Bottom Navigation Bar! http://iloveemail.org/don%e2%80%99t-forget-the-bottom-navigation-bar/ http://iloveemail.org/don%e2%80%99t-forget-the-bottom-navigation-bar/#respond Mon, 16 Apr 2012 12:27:35 +0000 http://iloveemail.org/?p=957 I feel it’s really interesting that an increasingly number of people choose to develop an attractive bottom navigation bar. When I visited shop.org in Boston there were representatives for ever so many companies telling about how sales in the bottom navigation bar increased immensely. Especially from smart phones. It is as the recipients quickly scroll through the newsletter and when they don’t find anything particularly interesting they seem to appreciate some kind of clear categories at the bottom of the newsletter. Most companies telling about this estimated the sales from the bottom navigation bar to 30-40 % of the sales from the newsletter. Check these examples:

Carter’s has three clear boxes which makes it easier for the readers to go on and to shop. It’s really simple to continue from a smart phone also. The link texts aren’t too small either. Good!

OshKosh B’gosh has the same type of clear ”call-to-actions”. Why does it work so well to ”order” people what to do? Maybe because we feel that it’s nice to hear someone telling us what to do in the stream of confusing(?) information we get every day. (At least that is what I was told at a webinar about Pinterest two weeks ago.)

American Eagle Outfitters has a more ”timid” design, but with the same function.

Marks & Spencer has extremely clear ”invitations”, simple to click on in small entities. In addition they make me feel a little special since the offers only exist online. There is a value in being a subscriber of their newsletter.

And don’t forget to check what it looks like when the pictures are blocked and do tell what your customers are supposed to do in your alt-texts. Make a test – I believe that you’ll have more clicks than you think.

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