Email marketing has a powerful influence on consumer buying decisions, and if you aren’t making it a marketing priority, you could be missing a huge opportunity for converting and retaining your customers.
Consider these stats for a moment:
- 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association)
- People who buy products marketed through email spend 138% more than people that do not receive email offers (Convince and Convert)
- Over 70% of mobile purchasing decisions are influenced by promotional emails (Express Pigeon)
Just getting noticed by your subscribers is the first challenge, but what will be the incentive or carrot you dangle to get the next desired outcome? Here’s a look at some attention-grabbing email incentives we’ve seen.
I’m pretty use to discounts or free shipping offers, in fact, I almost expect them, but one of the most effective email marketing incentives I’ve received is Bauble Bar’s “The Buried Bauble.” It’s ironic because I don’t even wear that much jewelry, but somehow I’m always sucked in to “The Buried Bauble.” For 24 hours every Monday and Friday, Bauble Bar secretly marks down the price of one of the jewelry items to the guilt-free price point of $10 or $20. The email provides a clue for customers to locate the buried bauble online. For example, last week’s clue was “It’s on like NEON.” Customers then search the site looking for the product related to the clue; in this particular case being led to a neon cord bracelet. Aside from staking a claim on my bargain hunt, I typically the find myself perusing the site to see what else is new. The brand does a great job with enticing customers who enjoy the thrill of the hunt and exposing them to other great products at the same time.
I believe email incentives that work are ones that stand out. Whether from a subject line that is quick and witty, to a body that is colorful and fun. Standing out and being creative is what catches my eye. Another huge bonus, when it comes to email marketing, is keeping the voice of your brand. I have the utmost respect for companies that capture my attention with a small number of characters, then while reading through their email their voice remains prominent, yet attentive. May sound generic but Apple is an email marketing genius. They do all the things listed above that I love, as well as add their own flavor with a sleek design.
Something that always catches my eye while digging through my inbox is a well-designed email. If it has attention-grabbing visuals, I will usually take the time to read about the deal, product, or news. Recently I received a promotional email from Homage, and while I wasn’t looking to buy a t-shirt at the time, their quirky image of a mad scientist/warehouse manager offering “Dr. Dinker’s Mystery Pack” was enough to make me reconsider whether or not I should add a few more shirts to the collection. Upon actually reading the email it turns out that the 4 Tees for $30 was well worth it. A good incentive is one that a customer can’t pass up. Hook, line, and sinker.
I’m with Colin, a well-designed email is one of the few things that grab my inbox attention. After that, it needs to be focused (short and concise) and also relevant. I don’t have time to scroll down an email forever. And don’t try to sell me on too many things in one message. TOMS, for me, nails this most often. Their seasonal focused emails put all the information in one view with a great photo or graphic and minimal copy – usually supplemented by a solid offer.
As Desktop applications have migrated to web apps and online tools. I’ve really learned the benefit of investing in premium services. So anytime an email asks me to share how much I love their product for a extra offers, or maybe a free trial? I’m in!
Any email incentives you’ve found to be successful? Drop us a line in the comments below or hey, shoot us an email and share!
Photo Credit: takomabibelot