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LOOKBOOK
SPRING/SUMMER 2014
INTRODUCTION
A really good email is often the difference between a click-through
and a direct route into the spam folder. And with new advancements in
email inbox organization, such as Gmail’s new tabs, it is becoming even
more difficult to stay in the coveted inbox. Today’s marketers need a
combination of eye-catching design, clever text, and attention-grabbing
headlines to engage and be top-of-mind for today’s consumers.
That’s why we have compiled a collection of our favorite emails. We are
highlighting emails that are creative, inspiring, and beg to be opened!
• Re-engagement emails
2
PERSONALIZATION
PERSONALIZATION
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3
INSTACART
SUBJECT LINE:
Dayna, Need More Asparagus?
4
KIEHL’S
SUBJECT LINE:
You’re Invited: Healthy Skin
Essentials Event
5
FITBIT
SUBJECT LINE:
Your 2013 Fitbit Activity
6
TIMELY CONTENT
There is nothing more pertinent than creating content around
current events, news, and holidays. If it is top-of-mind for your
subscribers, than you should leverage that relevancy to create
content that resonates. Maybe it’s a holiday, the Super Bowl, the
beginning of a season, or a recent event. If your customers are
thinking about it, they are more likely to click (and buy!).
7
UNIQUE VINTAGE
SUBJECT LINE:
Prom or Bust!
8
BENEFIT COSMETICS
SUBJECT LINE:
Glow for it: Celebrate the Olympics
9
SHARPER IMAGE
SUBJECT LINE:
Holiday Gift Guide
10
MULTI-MEDIA
Email marketing technology has enabled emails to be much
more dynamic and engaging than in years past. Marketers
can now leverage animation, videos, and other media to really
make their content pop. It’s not easy to stand out in today’s
overcrowded inbox. Using multi-media marketing is one
effective way.
11
CAKEBREAD CELLARS
SUBJECT LINE:
(Recipe) Gnocchi with Braised Oxtail
12
LOWES
SUBJECT LINE:
Enjoy Big Savings This Veterans
Day at Lowes
13
WELCOME EMAILS
The welcome email is a critical part of any email marketing
strategy. Studies have shown that if you send a series of emails,
the welcome email is one of the most opened. When someone
signs up to receive your content, you want their experience
to be memorable. If it’s unmemorable, you will likely find your
emails being ignored—or worse, marked as spam. Some things
to remember when crafting your welcome email? Make it
conversational, don’t be afraid to use humor, create a compelling
design, and personalize. You can even toss in a discount code
and/or a free download.
14
MUNCHERY
SUBJECT LINE:
Welcome Aboard! Ready to Eat Better?
15
CHANDON
SUBJECT LINE:
A Special Offer to Welcome You
to Chandon
16
RE-ENGAGEMENT EMAILS
No matter how hard you try, sometimes your subscribers stop
engaging with your emails. We call these folks “emotionally
unsubscribed.” They are on your list, but are not opening, not
clicking, and/or not buying. When this happens, the savvy marketer
sends a re-engagement email, a “nudge” message, with the hope of
putting their brand top-of-mind with their subscribers, and enticing
them to restart engaging with their emails. While not always
necessary, sometimes including a special offer or discount code will
help to further pique their interest. Humor sometimes works too!
17
AIRBNB
SUBJECT LINE:
Try One Night on Us—Details Inside
18
LYFT
SUBJECT LINE:
Here’s One Free Ride!
19
MACY’S
SUBJECT LINE:
Last Chance: Say Yes to Macy’s
Emails Now
20
ABANDONED CART EMAILS
As a consumer, how many times have you gone to a website, added
something to your cart, and then left the site without making a
purchase? While there is no one metric, many companies report
this abandoned cart rate well north of 50%. However, as a marketer,
an abandoned cart email is a great way to remind subscribers who
haven’t completed their purchase that they have an item waiting in
their carts. We typically recommend sending the first abandoned
cart email shortly after the cart is abandoned (a few hours), followed
by a reminder 24 hours later. A third—and final—reminder email can
be sent 5–7 days after. The last email can also include some incentive.
21
ASOS
SUBJECT LINE:
You Left Something in Your
Shopping Cart
22
AT&T
SUBJECT LINE:
Get FREE Shipping When You
Complete Your Order
23
LET’S GET SOCIAL
Another great engagement strategy is to ask your subscribers
to follow you on social channels. Remind them that you are
on Facebook, Pinterest, Twitter, or Instagram and let them
know what they can gain by following or liking your pages.
24
SFGATE
SUBJECT LINE:
A Warm Welcome From You to Us
25
RENT THE RUNWAY
SUBJECT LINE:
Be Social
26
HUMAN COPY
In many cases, the key to a click-through is your email copy.
You need to strike a crucial balance between creating content
that is on-brand and gets your message across, but also
seems written by a human—not a robot. If your audience
can relate to you as a business, they are much more likely to
engage with your email marketing.
27
EAT24
SUBJECT LINE:
Your Weekend Coupon
28
MARKETO
SUBJECT LINE:
Owls + Blimps = Marketing Success
29
EYE-CATCHING DESIGN
It’s often the design of your email that really catches the
attention of your subscribers. Don’t be afraid to make your
design bold. Pay attention to imagery and font. Make sure that
your emails are streamlined and your calls-to-action are easy
to follow. Also, with Gmail’s recent “grid view” beta program,
visuals may play an even more important role in not just click-
through, but also opens.
30
PIPERLIME
SUBJECT LINE:
Ready, Set, Go: Effortless Travel Style +
25% off Chic Steals
31
ANTHROPOLOGIE
SUBJECT LINE:
A Warm Welcome from You to Us
32
INSTACART
This email from Instacart, an online
grocery delivery service, is a
great example of behavior-based
personalization. Instacart speaks
directly to the recipient in the subject
line by stating her name and an
item that she previously ordered.
Additionally, the body of the email
contains a prompt to re-order some of
her recently purchased items, making
this email extremely relevant and timely.
Finally, the layout is clean (lots of white
space!), making the email easy to
consume (no pun intended).
info@marketo.com
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