7 Triggered Email Examples You Can Use in Automated Campaigns

Email automation has shown time and again just how simple sending the right email at the right time to the right person can be. However, to get this process started on the right foot, you need to have the right trigger in place to get the ball rolling.

Triggered emails come in a wide variety of forms, so finding something that works with each of your automated campaigns isn’t nearly as difficult as you may think.

Now, before we dive into several different triggered email examples, let’s talk about what a triggered email is and how exactly it works with email automation.

What is a triggered email?

As an email marketer, you already know there are various types of emails worth sending. While many emails are one-off messages, including newsletters, others come in the form of series. These series are often sent automatically after a consumer or subscriber completes a specific action. That action is known as the “trigger” and that email that’s sent is defined as the triggered email.

How do triggered emails and email automation work together?

Triggered email marketing and automated email marketing often go hand in hand. Why? Because, to truly automate a campaign, something must get the ball rolling.

You can schedule posts to go out at certain times, but that doesn’t mean you’re sending the most relevant content to your audience members.

Email automation

Source: Campaign Monitor

Those who send automated emails are 133% more likely to be sending content that’s highly targeted to their subscriber’s interest and their current place in the customer journey. And, of those sending automated or triggered emails, conversion rates of approximately 50% are reported.

7 triggered email examples that can be easily added into your automated campaigns

Since triggered emails and automated email campaigns work best together, you’ll want to take a few minutes to comb through a few triggered email examples.

1. Welcome emails

Not only do automated email campaigns net nearly 70% higher open rates than the typical email, when that email is an automated welcome message to new subscribers, your open rates only continue to grow. Welcome emails are opened up 10 times more often than most other emails, so, if you aren’t taking the time to welcome your new email subscribers properly, then you’re missing out on some significant engagement opportunities.

Welcome emails are triggered emails that are sent automatically after a new subscriber has finished the opt-in process. These messages typically make the reader feel welcome, while also giving them the next steps, such as:

  • An introduction to the brand/head of the company
  • What they can expect from the brand
  • CTAs that lead them to other various content worth exploring

Now, the idea isn’t to overwhelm your new subscribers, so welcome campaigns are often split up into short series that break down into different pieces. These series are further automated based on different factors, including set time intervals and subscriber behaviors.

Welcome email from Toast, Inc.

Source: Really Good Emails

2. Onboarding emails

While welcome emails and onboarding emails often get clumped together in an automated welcome series, they’re two very different emails. What makes an onboarding email different from a welcome email is that these emails are intended to get your new subscribers started in the purchase process.

For example, as a part of the HelloFresh welcome series, new subscribers are not only welcomed to the brand, but they later receive emails that encourage them to give their food services a try. In the example below, the onboarding email may have been triggered after the subscriber reviewed a few menu options that are available to members. So now the brand wants to show the subscriber just how simple getting started can be.

 Onboarding email from HelloFresh

Source: Campaign Monitor

In many cases, these onboarding emails include some sort of incentive to get subscribers to act. In this particular example, the incentive is the unique $20 off each of your first three deliveries. This is an excellent way to encourage your new subscribers to jump on it.

3. Transactional emails

Transactional emails come in a variety of different forms. However, the most common transactional email is one that’s triggered by a purchase. Once someone makes a purchase from your ecommerce store, a digital receipt is sent to their email address on file or one that they provided at checkout.

 Transactional email from Coinbase

Source: Really Good Emails

Again, while a purchase triggers the most common transactional email, these emails can be triggered for several different reasons.

A transactional email, by definition, is one that’s sent out to confirm that a transaction took place. This can be a purchase or any of the following:

  • Registration confirmation
  • Password reset notification
  • Feedback request
  • Cart abandonment email
  • Even confirmation email and more

Once any of these transactions have been completed, an automated email acknowledging the event should be sent out to the consumer to verify what took place and when. Even better, those who include automated transactional emails into their marketing strategy see 8 times as many opens and clicks as any other type of email while also generating 6 times more revenue.

While the example above is of a traditional post-purchase transactional email, this example by the brand Waking Up is a transactional confirmation email.

Transactional email from Waking Up

Source: Really Good Emails

This type of transactional email could be triggered in several ways. Say, for example, someone is new to the Waking Up brand and just set up their user profile. This email may have been automatically triggered as a part of the initial setup process to ensure that the customer who’s setting up the app is who they say they are. Another reason could be that the user forgot their app login password. Once they’ve clicked the “forgot password” option, then they could’ve triggered this email to verify that they are who they are, so that they can move forward with the reset process.

4. Re-engagement emails

Re-engagement emails are automated emails that should be sent out to anyone who falls under your brand’s unique definition of “inactive.” Some subscribers just become inactive; however, before you write them off as a lost cause, you should be trying to re-engage them and encourage them to return.

This can be done by setting up a re-engagement campaign with a start trigger that’s set off once someone has stopped engaging with your email content after a predetermined amount of time. For example, if you’ve defined an inactive subscriber as someone who hasn’t interacted with your brand in 6 months, then a re-engagement email should be automatically sent out to check in on them once they’ve reached that 6-month time trigger.

 Re-engagement email from Google

Source: Really Good Emails

5. Product inventory updates

For those with an ecommerce store, product inventory updates are an excellent automated campaign that can be sent out to customers. If you’ve been carefully tracking user behavior through the use of website cookies or email pixel tracking, then you can be sending out automated messages that are triggered by certain customer behaviors.

In this example, from the beauty brand Sephora, they were likely tracking their customer’s behavior and noticed that they were paying particular attention to this sold-out product. That said, once the product’s available again, an automated trigger email was sent out to those who were paying particular attention to this one product. Those who showed no interest or never visited this product’s page wouldn’t receive this product update because their user data wasn’t on file.

Inventory update email from Sephora

Source: Milled

6. Event announcements

Event announcements are another excellent opportunity for sending automated campaigns. While many marketing teams will choose to automatically send these messages out to everyone on their email list, some brands give users a preference center. This preference center allows subscribers to pick which segmented lists they want to be a part of. If they choose to receive notifications about upcoming events, then that sets a trigger for later. Once an event announcement becomes available, it’s sent to those on the list automatically.

Event announcement email from Bite Beauty

Source: Milled

7. Survey/feedback emails

Finally, one last triggered campaign worth adding to your automated email campaigns is the customer feedback/survey email. These emails are great because they can be triggered by virtually any type of event, including:

  • Purchase
  • Following an event
  • After attending a webinar
  • After downloading free content and more

Not only do these emails allow you to gather valuable feedback from your customers, but they also allow your customers’ voices to be heard—something they crave with any brand.

Survey email from Bellroy

Source: Really Good Emails

Wrap up

Triggered email examples are quite literally everywhere you look. In fact, it’s safe to say that most emails that land in your inbox are not only automated, but triggered in some way or another based on information from your preference center or based on behavioral tracking.

Not quite sure which triggered email examples you should start adding to your automated email campaigns? Here are a few ideas to get you started:

  • Event announcements
  • Inventory updates
  • Milestone email/birthday emails
  • Onboarding emails
  • Re-engagement emails
  • Survey/feedback emails
  • Transactional emails
  • Welcome emails and more

Curious how automated workflows can help get your subscribers engaged? Then make sure you check out these three automated workflow ideas that do just that!

The post 7 Triggered Email Examples You Can Use in Automated Campaigns appeared first on Campaign Monitor.

5 Ways Public Relations and Content Marketing Support Each Other

Public relations and content marketing are two very different departments that do very different things—or so you think.

Although each department has different responsibilities, it’s essential to note that the two can create an unstoppable marketing powerhouse.

While both public relations and content marketing deal with the creation and distribution of information, they do it in two very different ways. When combined, each of these methods can be used to solidify your marketing efforts across multiple channels. Read on to discover how.

Marketing channels

Source: Smart Insights

Public relations focus on building mutually beneficial relationships, while content marketing focuses on building relationships between a brand and its audience. When compared, they share one crucial job: sharing content.

Public relations and content marketing aren’t mutually exclusive.

A public relations specialist is very different from a content creator. Neither one can adequately replace the other. However, they can work together to help create an unstoppable marketing powerhouse.

Public relations and content marketing aren’t mutually exclusive. However, they’re very different areas of expertise and deserve to be defined independently of one another.

Defining content marketing

Content marketing is a specific marketing approach. It focuses on the creation and distribution of relevant, valuable content that’s put out consistently. This consistency helps to both attract and retain a defined targeted audience. Content marketing drives a customer to take action, like clicking a link in an email or downloading a report.

Content marketing process

Source: Content Marketing Institute

Defining public relations

According to the Public Relations Society of America, Inc., public relations is defined as a strategic communication process that helps to build mutually beneficial relationships between an organization and its audience.

 The difference between public relations and advertising

Source: Forbes

Public relations and content marketing: better together

Public relations and content marketing are two very different strategies in business. They both have massive potential in helping a brand reach its goals. However, to create that marketing powerhouse mentioned earlier, they need to play well together.

While you won’t be able to combine these strategies all the time, there are many ways in which public relations and content marketing can support one another.

Public relations and content marketing have shared goals.

Public relations and content marketing have very different methods; however, they share many of the same goals. When done right, both departments share goals such as:

  • Reaching a precisely defined target audience
  • Creating/sharing media that captures the attention of the public
  • Amplifying a brand awareness
  • Generating new leads
  • Fostering relationships between industry experts/influencers

To reach these goals, public relations and content marketing should work together. Not only to come up with valuable, sharable content, but create a list of possible partners that your brand can work with. These can include businesses that share your values, and industry influencers that can help you expand on our reach.

Public relations can help validate your current content.

Marketing teams often overlook the fact that you can use your public relations outlets to help validate your current content.

Public relations specialists have access to media outlets that the standard marketing team doesn’t. A press release is defined as an official, written statement that communicates specific, brief information about a product, event, or other circumstances. News outlets use these statements to formulate news stories and get them out to the public.

When it comes to receiving information, people tend to trust their favorite news outlets more than they typically trust a brand. When trying to build brand awareness, not only is sharing information via your site vital, but it’s also essential to get these news outlets and media influencers sharing your news as well. This way, your audience feels as if the information you’re sharing is valid and worth knowing.

For example, eMarketer recently published a post stating that the brand Target finally made it onto the top U.S. ecommerce ranking list. In their report, they included several stats and graphs to help prove standings. Now, this blog was shared on their website on February 23, 2020. The very next day, they published a press release that not only shared the same title as their blog, but included the same text as the initial article.

Top 10 U.S. Companies ranked by retail ecommerce sales share 2020 Press Release

Source: eMarketer Newsroom

So why share the same information in the form of a press release? Once the press release was sent out, more outlets started printing similar stories. To prove credibility, those outlets must link back to the original source, which helps eMarketer to build authority on the subject.

The right content can help generate press.

Just like the right press can help you produce great content, the same is true of the reverse. Say you have a new product launching and you excitedly share the news on your website’s blog. From there, a few different things can happen:

  • You take your blog content and turn it into a press release
  • Someone reaches out to you to share your big news

For example, Campaign Monitor recently announced that it joined forces with Conversio. They also announced that they worked side by side to create an all-new product: CM Commerce. Excited to share the big news, officials took to the brand’s blog to announce the purchase of Conversio and the new CM Commerce platform.

Campaign Monitor CM Commerce Blog

Source: Campaign Monitor

From there, not only was an official press release sent out, but multiple other blogs and other media outlets began sharing the big news.

Campaign Monitor CM Commerce Announcements

Source: Business Wire/CM Commerce(formerly Conversio)

As the news continues to spread, your brand awareness potential starts to skyrocket. Again, the more sources that report on your content, the more backlinks are created.

Creates a shared platform for sharing ideas

Now, we mentioned that both public relations and content marketing share several different goals. The primary shared goal between the two is the creation and distribution of content, so it’d make sense that, by working together, public relations and content marketing could create a platform for sharing ideas.

For instance, when it comes to creating new, shareable content, your public relations and content marketing teams could get together and create an idea board or editorial calendar of sorts. This would be a place where the two groups could brainstorm content ideas and see where they’d be best suited to go:

  • Marketing content
  • P.R. content
  • Content that falls under both

Some great content ideas could include:

  • Social blog editorial calendar
  • Infographics
  • Webinar announcements
  • eBooks
  • Industry reports and more

Once the ideas have been put onto an editorial calendar, teams from various departments can pull which ones they’re most suited for. When there’s information that can be shared in multiple ways, such as an industry report, then teams will have to take turns pulling information from the final piece.

In the example of the eMarketer report from earlier, the content marketing team had to do the research and create the piece. Once the article was complete, the public relations team could pull the share-worthy fragments of information from it. The final piece would be a trending piece of industry news.

Can help boost your search engine optimization

Finally, one area that many brands neglect to notice is just how vital search engine optimization is, for both their public relations and content marketing materials. And, while marketing teams understand that sharable content needs to be properly optimized for search engines, not everyone has caught on to the fact that press releases can and should be optimized as well.

Search engine optimization (SEO) is the practice of optimizing a piece of content not only to be found on search engines, such as Bing and Google, but to increase both the quality and quantity of traffic to a brand’s website through organic search engine results.

Now, most marketing teams understand how to do this for their landing pages and blog content. However, it’s essential to understand that press releases have gone digital as well.

That means your public relations team needs to properly optimize their press releases with the right keywords to be found by the right audience members.

In the example press release below, we automatically see that it was optimized for those searching for the keywords digital marketing and marketing.

Example of an SEO optimized press release

Source: P.R. Newswire

Public relations specialists are great at putting together the facts. However, they may not understand all that goes into SEO optimization. This is where teaming up with your content marketing team can help. They know exactly what goes into the optimization process.

Wrap up

Public relations (P.R.) and content marketing are two very different areas of work. While they can both function independently of one another, combing the two can prove extremely beneficial to any brand. Not sure how these two areas can boost one another? Here are just a few ways:

  • Public relations and content marketing have several goals in common
  • P.R. can validate current content
  • Content marketing can help generate press-worthy content
  • Public relations and content marketing can create a shared idea platform
  • Combining the two can help boost your SEO

Curious what other areas work well together? Why not combine your content marketing and email marketing efforts? In this guide, we tell you how to do just that.

The post 5 Ways Public Relations and Content Marketing Support Each Other appeared first on Campaign Monitor.

Beat These Unexpected UX Challenges With A/B Testing

This is a guest post from Charles Richard at TatvaSoft UK.

When it comes to UX design, doing it well can be complex at best.

As we go along, a wide range of unexpected UX challenges begin to unfold, and unfortunately, that’s the reason why many sites aren’t very user-friendly. In fact, only 55% of companies are currently conducting any user experience testing.

But that’s no way to treat the visitors, leads, and customers that make online work possible.

In tandem with web development, user experience design is of paramount importance, a deciding factor of success or failure for your website. According to one study, every $1 invested in UX led to $100 in return.

Cracking the right UX code has been a mystery for years. The advent of new technology, tools, and techniques is definitely a boon, but even recent developments can have their fair share of problems.

Read on to discover what those UX designing challenges are, as well as how to deal with them through UX A/B testing.

Top UX designing challenges

1. Gathering data

Now, how can gathering data be an issue? Marketing and sales teams these days require tons and tons of customer data to make their strategies and campaigns successful. But collecting data isn’t always easy, especially since people now have more power than ever over how and when their data is collected.

What exactly is GDPR? Get the facts.

While data protection is crucially important, collecting relevant consumer data isn’t all bad. In fact, the right data can go a long way in providing relevant and personalized content for users.

Try using more engaging and subtle data collection methods, like interactive opportunities: quizzes, polls, or surveys.

According to sources, interactive content converts buyers 70% of the time compared to just 36% for passive content. Consider unobtrusive approaches to succeed.

These 6 interactive methods will improve your engagement.

2. Implementing personalization

Is it challenging to offer a personalized experience? At times, yes. Most of the time, personalized experiences can boost sales and customer satisfaction, but website designers are taking personalization a step further by optimizing landing pages for each specific customer, and this can be overwhelming.

Try going for smart personalization and offer things in moderation. How? Test what works and what doesn’t; Iterate when something isn’t successful.

Marketing teams and web designers must have a deep understanding of who their customers are or what it is that they want, so that, the next thing they know, they’re receiving personalized offers or coupons for related items.

Is personalization enough? Find out here.

3. Selling products online

Product showcasing is pretty common these days. One of the biggest drawbacks here is that you never really know what you’re getting until it shows up.

There are hundreds and thousands of sales options available around, and more and more brands are working to create confidence and communicate why their product is the one that customers should go with. Simply relying on product pictures and ratings from past purchases may not be enough, especially as markets become saturated.

Still, a little creativity and technology can go a long way.

With emerging disruptive tech, like augmented reality and virtual reality tools, companies can show their customers 3D models of their products for a virtual “hands-on” shopping experience (e.g. the IKEA app).

This ability to display products online in this way is a big advantage for brick-and-mortar stores.

See how 1,000+ ecommerce owners spend their time.

4. Consumer behavior code

Knowing what motivates customers to make a purchase or complete an action, as well as how to use this information to improve conversion rates has always been a challenge for web developers and designers across the globe.

Make better and more confident UX design choices that are proven to get results. The biggest advantage here is placing CTA buttons or important content along the path that a customer’s eyes will naturally fall to (left to right).

Optimize your CTAs in 10 steps.

5. A/B testing inaccuracies

A/B testing is helpful when trying to determine which ideas or designs might be the most effective with your audience. Unfortunately, many web development professionals tend to choose strategies that are limited.

Known as split testing, A/B testing is done to find out which of two versions performs better—like an ad, digital product, or email subject line. Web designing teams divide users into two groups and show each the different variants. One half sees version A, and the other sees version B. The results of the tests will determine which design was more effective.

To measure the effectiveness, one needs to delve into different criteria such as page views, clicks, or sales leads. However, the choice of criteria for measurement depends on what goals a company or a creative team has established.

A well-constructed A/B test includes:

  • Identifying the project scope
  • Isolating macro and micro metrics
  • Assessing key page elements
  • Randomly showing two different screens to users
  • Carefully evaluating your findings

A/B testing for UX improvement

Mobile app developers need to choose carefully, as well as plan a clear and pleasant interaction and navigation system to enhance user experience. However, what once worked well may not have the same effect after a while, so it’s important to update your findings periodically.

A/B testing assists web designers in making careful changes, so users won’t feel inconvenienced. All the needed data and metrics can be collected while people continue to use an app or website. Certain elements to consider when it comes to A/B testing include:

  • Placement, size, color, or copy of CTA buttons
  • Headings with their subheaders
  • Images (especially on the landing pages)
  • Presentation of clients’ form on websites
  • The entire copy (length, placement, and content)
  • Where the offer is displayed
  • Videos (presence or absence)

These tests can be performed at any time to ensure you’re always giving your users the best experience possible.

Step 1 – Data collection

The main objective of A/B testing is to optimize, irrespective of the reason—be it revenue optimization, user experience improvements, or just a product upgrade as a whole. By gathering lots and lots of data and analyzing it, you’ll know exactly which part of the UX design needs to be optimized the most.

Additional tip: do you have any pages with low conversion rates or CTA buttons with the least amount of clicks? They’re the ones that need to be taken care of first.

Step 2 – Set the objective.

To make things work in the correct order, web developers need to set goals in regard to the result. Do you wish to increase your subscriber list for the recent blog or website you’ve been working on? Check how many clicks on CTA buttons you receive and keep doing relevant changes. Setting small goals changes everything.

Step 3 – Hypothesis

After gathering all the relevant information and setting appropriate goals, it’s time to create some hypothetical situation and analyze whether things will work out or not. How will the current version hit the market, and is there any room for improvement from a client perspective?

Step 4 – Create side A and side B.

Fortunately, we have plenty of free and paid tools around. What’s more, you can also consider reaching out to a web development company featuring a skilled team of techies, designers, and QAs who make sure that everything goes as it should.

Step 5 – Analyze.

When the experiment is complete, designers work on implementing the information based on the results.

Wrap up

As you’re building and designing your site, email, and other marketing efforts, good UX may feel like a challenge. Luckily, it doesn’t have to be. Through UX A/B testing specifically, you can easily see what’s working best.

A/B tests for UX design ultimately lead to:

  • Cost-efficiency
  • Quality instead of quantity
  • User-centered design
  • Fast and easy analysis
  • Reduced scope of risk

By researching and gathering data about your user-base, personalizing their experience, and constantly testing, you can build a positive experience for subscribers, customers, and everyone in-between.

Charles Richard possesses over 10 years of experience in the business analysis profession. He also enjoys mentoring BA professionals, and his well-rounded knowledge base in engineering concepts provides an easy way to make non-technical people understand basic theories. Currently, he works at TatvaSoft UK, a leading iPhone app development company based in London.

The post Beat These Unexpected UX Challenges With A/B Testing appeared first on Campaign Monitor.

How to Maintain Positive Relationships With Your Email Subscribers

You’ve likely been inundated with news, updates, and alerts for the past few months as the world tracks 2020’s events and changes.

As a marketer, though, you’re probably not interested in hearing more of the same news from sites like ours. Rather, you want to know how to navigate your communications, especially as you’re transitioning with subscribers in uncertain times. And when it comes to subscribers and customers, you’re likely hoping to maintain the positive relationships you already have.

With that in mind, we’ve put together a list of ways you can continue communicating with your audience thoughtfully.

Read on to learn how you can both connect with your audience and organically ask them for feedback, ensuring relevant communications in a time of uncertainty.

Maintaining positive relationships with subscribers is more important than ever.

You may feel unsure of what kinds of email communications to send, though it’s best not to send messages just because it feels like the right thing to do. Instead, this is a time—perhaps more than ever—to send thoughtful, planned communications to your subscribers that provide them with needed information.

So, how can you continue to best communicate with followers? And how can you maintain the positive relationships you already have with the members of your email list?

Find new ways to appeal to subscribers during COVID-19.

While your subscribers are probably looking for a little normalcy, that doesn’t necessarily mean they want run-of-the-mill emails. Tone-deaf messaging and sales pitches could be off-putting if not done correctly.

1. Consider the emotional impact of your messaging.

Marketers are acutely aware of the emotional impact messaging can have, but emotions are running higher than ever right now. Marketers need to take the current environment into account when developing communications about products or services—especially communications that encourage going out or spending money in the current climate. The wrong message could have a strongly negative response.

Try meeting your subscribers where they are by giving them helpful, relevant content they can use. For instance, this newsletter from Bobby Berk provides content subscribers can use while social distancing:

This content shows awareness of people and their emotions. Instead of offering recipes that are complicated and unrealistic for the time, the newsletter provides recipes people can easily, readily make—without taking a trip to the grocery store.

2. Provide a chance for people to interact.

As in-person interactions decrease, companies and organizations have realized their digital resources are even more useful to subscribers. Clubs, classes, and apps have become readily available to interested users, as most in-person events have been postponed or canceled.

For instance, the Sundance organization made its Co//ab opportunities available online for free. Consider what your organization could offer as subscribers’ experiences change in their day-to-day lives.

And in the spirit of interaction, consider how you might create an opportunity for subscribers to interact with your brand (and potentially other subscribers).

By doing so, you provide an opportunity to benefit your subscribers with some of the social interaction they’re craving, as well as encourage brand recognition in the long term.

3. Lend a helping hand.

Not only should you provide benefits to the subscribers who make your brand possible, but if you are able (and not everyone is), it’s also great to show your subscribers that you’re taking initiative and doing something positive for the community.

Many consumers—Gen Z especially—are more likely to take a brand’s values into consideration and focus their attention on socially-conscious brands.

This example from Twitch illustrates how companies can use their platforms to give back. In this case, Twitch has coordinated influencers and celebrities to host a 12-hour charity stream.

Of course, it’s not enough to talk to your subscribers: You should also be listening to their feedback, which is always valuable.

Ask subscribers how they’re doing during uncertainty and crisis.

Instead of passively receiving information, many subscribers may actually want to provide feedback at this time. And while not all of it may be positive, your organization can benefit from showing them you’re listening.

How? Maybe you point subscribers toward your preference center, a survey, or maybe you offer subscribers an option to pause their subscription for 30 days.

Let’s cover a few of these.

Give overwhelmed subscribers the chance to pause your emails.

A few weeks ago, some of our team members discussed how best to handle the increase of COVID-19 news, updates, and emails. As people, we recognized how overwhelmed we were feeling, and we realized our audience probably felt the same. So, we decided to offer our subscribers the option to pause content emails from our brand.

Even though our newsletter is only sent once a week, we thought some people would rather have one less thing to think about. We sent out an email with that express message, and we received positive feedback about it.

Since then, we’ve noticed other brands doing the same. Like ecommerce lifestyle brand HardGraft, who gives their audience a chance to pause emails in this message:

Being empathetic with your audience is always best practice. Think about what they need now, and meet them where they are.

And if you’re not sure how to do that, ask.

Get a feel for your audience using a survey.

Surveys are a positive way to open a channel of communication between your brand and audience. And just as your communications must be well-constructed, your survey should be carefully planned.

Ask yourself a few questions:

  1. What do we hope to learn from this survey?
  2. How long should it be?
  3. Who will receive it?

Knowing what you want to learn from the survey will help you develop the proper questions (and fields) to send. Once you know how many questions the survey will include, you can begin to decipher how long it will be. For best results, surveys should be short and embedded directly within the email.

Once you’ve completed your survey, you should decide who will receive it. Do you have certain segments that might be more eager to provide feedback? Or do you have a list of your most engaged subscribers? No matter which lists you decide to survey, remember to test and see what methods work best.

The messaging around your survey should also be clear. Let subscribers know why they’re providing their valuable feedback and what you plan to do with it.

Here’s an example from Nashville restaurant Stay Golden. During COVID-19 and shelter-in-place mandates, restaurants have had to pivot. Stay Golden recognizes they may not have all the answers, so they’ve invited their audience to provide valuable feedback through a survey.

As you send your survey out, be sure to prepare your team for the results you might receive. Passionate subscribers will often have quite a bit of feedback, so consider how you can use their thoughts to improve your marketing efforts.

You may even show results to participants. Notice how Hers goes a step further and shows exact data from its survey results:


Whatever the results are, you should be asking yourself certain questions: Can products be streamlined to meet feedback? Can the customer experience be better? Whatever action you decide to take, you should plan to communicate results and upcoming changes with subscribers directly.

Notice how nonprofit-focused tech company Kindful went above and beyond. First, they sent out a survey to understand the challenges of their audience (nonprofit employees) during the coronavirus outbreak:

Then, they followed up with commentary from thought leaders in the space, hosting a webinar to talk through the findings, as well as discuss how nonprofits can face specific challenges.

Wrap up

As our way of life continues to evolve, consider how you can offer your subscribers consistent, relevant content they can trust.

Consider your audience’s feelings and how your communications can both affect them and meet them where they are. Provide tailored services your subscribers may need (perhaps now more than ever), and give them a chance to interact with your brand in the meantime.

Finally, show subscribers what you’re doing to help out. This may take form in anything from a benefit or charitable offering, to supporting subscribers by acknowledging their feedback and taking action.

By illustrating that your company is there and can show up when necessary, you can continue to build trust and maintain positive relationships with your email subscribers. And you might even improve your marketing along the way.

The post How to Maintain Positive Relationships With Your Email Subscribers appeared first on Campaign Monitor.

Public Relations and Email Marketing: How They Coexist

Public relations and email marketing may not seem inherently connected.

At least, not initially—because public relations and email marketing deal with two different areas of your business strategy.

But they both affect how your brand is perceived. And remember, public relations directly relates to building brand awareness. Let’s break it down:

Public relations = Brand awareness

Email marketing = Marketing = Brand awareness

This means public relations and email marketing not only coexist, but, when done right, can help to reinforce one another.

Public relations and email marketing: defining each

Before you can start diving into the many ways that public relations and email marketing coexist, it’s essential to know what makes each unique.

Defining public relations

When people think of public relations, they often think of press releases, news teams, and journalists. While that’s not wrong, that’s not all there is to public relations.

According to the Public Relations Society of America, Inc., public relations is defined as the strategic communication process. This process builds mutually beneficial relationships between a brand and the public.

By public, we mean the brand’s target audience. While public relations does involve sharing information with the media through the use of press releases, PR also uses other mediums to communicate with audiences.

Often, this includes the strategic building of relationships with industry experts and industry influencers.

Typical forms of communication used in public relations include:

  • Whitepapers
  • Reports
  • Email
  • Press releases
  • Articles
  • Public speaking engagements

Defining email marketing

Email marketing utilizes email to deliver a variety of marketing messages to a list of email subscribers who’ve opted into receiving messages from the brand.

The goal of this practice is to send the right content, to the right audience members, all at the right time to build and spread brand awareness and customer relationships.

This marketing tactic involves the creation of multiple email marketing campaigns that are deployed across a predetermined period of time. Each campaign serves a specific purpose: to drive action.

These actions can vary and will be determined by the type of campaign you’re running and what CTA you’re utilizing. Common email marketing campaigns include:

  • Promotional campaigns
  • Seasonal campaigns
  • Newsletters
  • Welcome email series
  • Post-purchase drip campaigns
  • “Thank you” campaigns
  • Survey/feedback campaigns
  • Milestone messages
  • Lead nurturing campaigns

Public relations and email marketing: how they coexist and reinforce each other

After reviewing what makes up public relations and email marketing in their individual respects, we can see where the two strategies start to overlap.

The first area of overlap is the fact that both deal with communicating with the public. While it may seem as if public relations focus on the media, it’s worth pointing out that your target audience members also rely on the media for information.

So, no matter which way you spin it, public relations and email marketing are both ways of communicating with your audience members.

The next area of overlap is the fact that public relations and email marketing both focus on delivering relevant information to the public in a timely manner.

While public relations used to focus heavily on printed press releases, virtually everything has gone digital. So now, while there are still traditional press releases, they’re made available online and are often shared with the public through email.

If there’s something worth sharing, chances are your favorite brand’s going to share it through email. From product releases to brand news, if you’ve taken the time to opt into their emailing list, you’re going to hear about it.

A shared editorial calendar could benefit your public relations and email marketing team.

Public relations and email marketing work best together when they’re sharing the right content. Even better, much of the content that’s shared via email marketing can be used in public relations correspondents as well.

That’s why sharing ideas between one another is an absolute must, and having a shared editorial calendar is a great way to ensure that both teams have access to the same idea boards.

Learn to build your own editorial calendar here.

Below is an example of a shared editorial calendar that’s used by the brand Buffer. Utilizing a shared editorial calendar, like this Trello board, is an easy way to put down all your content ideas in one place.

From there, different departments can share what they’re creating, where they’re sharing, and when.

Editorial Calendar Example

Source: Buffer

Once your content team has created content, your email marketing team can take it and share it accordingly, as can your public relations team.

Cross-posting can help you generate both news and new content.

Once the content is created and is made available on your editorial calendar, your public relations and email marketing teams can start pulling the content that’s most relevant to their campaigns and current goals.

Although each department can send out content independently of one another, when they work together, the benefits can be enormous.

For example, when a brand launches a new product, they can take the time to announce it on their blog. That’s where the primary content is created.

From there, the key points of the blog are taken and shared in an email to the brand’s subscribers, so that they’re made aware of the big updates.

Finally, the brand can take things a step further by creating a press release that’s then sent out to various media sites, helping to create even more buzz around the launch.

Remember, the right piece of content can help you generate both news stories worth sharing, while the right news story may help you generate new content leads.

3 examples of public relations and email marketing working side by side

Now that you’ve had a moment to see how public relations and email marketing can coexist, it’s time you look at a few examples of public relations and email marketing working side by side.

Event announcements

Event announcements are an excellent way to combine your public relations and email marketing efforts. Public relations specialists focus heavily on sharing event news. If you’re looking to generate signups for your event, email is the perfect way to do so.

In this example from Framer, they’re spreading awareness of their latest marketing event to the public, but taking the time to share it with their email subscribers through a special event invitation.

Framer event announcement email invitation

Source: Really Good Emails

Instead of just announcing the event, they go a step further and tell their email subscribers how they can reserve their spot and get ahead of the crowds.

Thanks to the handy CTA included right in the email message, readers simply have to click the button, and they’ll be taken to a website landing page to finalize their reservation.

Community relations

While email marketing focuses heavily on making consumers aware of certain content, public relations focuses heavily on building relations with the audience.

In this example from Four Freedoms Park Conservancy, you get to see public relations shine through, while utilizing email marketing as their platform for sharing their information.

Four Freedoms Park Conservancy builds awareness and hosts events to benefit the community.

Source: Really Good Emails

In this case, the content of the email focuses heavily on bringing awareness to the local community. From event dates to sharing the community’s blog, this email is a prime example of public relations and email marketing working hand in hand.

Product launches

Finally, another excellent example of public relations and email marketing working together is through a product launch. Sure, a brand will write a press release to announce a new product or service.

However, they’re going to want to share that information with their current clientele just as much as they would the general public. An email announcement is an excellent way to do just that.

Project launch email

Source: Really Good Emails

Wrap up

Public relations and email marketing are both vital pieces of your business strategy. While they can do wonders on their own, they should be utilized together to help you not only reach your audience more easily, but help to build more in-depth relationships and further your brand awareness.

A few ways you can combine public relations and email marketing is through the use of these email campaign ideas:

  • Product launches
  • Event announcements
  • Community relations

If public relations and email marketing go so well together, you may wonder what other areas of your business strategy reinforce each other. We have a suggestion for you: content marketing and email marketing efforts. In this guide, we walk you through each, as well as how they work so well together.

The post Public Relations and Email Marketing: How They Coexist appeared first on Campaign Monitor.

7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020

This is a guest post from Kevin Payne.

You’ve read the reports that email marketing ROI is at 4,400%, where you earn $44 for every $1 you spend.

But you take a look at your email campaigns lately and see that they aren’t performing as well as the reports promised.

Read on to discover whether or not email marketing is still relevant today in the age of new media and how to move forward with a fresh, more engaging email marketing strategy in 2020.

Is email marketing dead?

With the introduction of social media networks and even search engine optimization, many marketers feared that this would be the end of email marketing. Indeed, advancements and innovation in marketing and sales have also caused changes in consumer behavior.

Generic mass emails might just not be doing the trick anymore. And this is a good thing.

Today, consumers want personalized experiences. In fact, 72% of consumers reported that they’d only be willing to engage with marketing messages if they were personalized and tailored to their interests.

So, if you notice a decline in your email marketing campaigns’ engagement or ROI, it’s time to reevaluate. Are you using an old and outdated way of doing email marketing?

Whether or not you’re sure, read up on these 7 top tips to breathe new life into those outdated email marketing campaigns. And then you can start seeing better results this year.

How to revive outdated email marketing campaigns

Review your data.

First, it’s good to start with where you are.

Look through your analytics dashboards to see data on previous emails and campaigns to see what you’ve done, what worked, and what didn’t.

Pay attention particularly to metrics like click-through rate, which can tell you how engaged your audience or recipients were. Notice which campaigns had higher click-through rates and try to see why they saw such results.

Your open rates can also clue you in on the level of engagement of your audience. If you see a decline in open rates over time, that might signal that many of your emails were losing relevance to more and more customers.

How well do your email marketing analytics fare compared to the benchmark averages?

Also take note of your top-performing email campaigns from the past. You may glean insights from these campaigns, such as preferences of your customers, or any specific email marketing tactics, such as different templates or subject lines that you used that led to these good results.

Consider the evolving world.

New laws and regulations continue to adapt to changes in tech capabilities. You may consider this as you continue in your marketing journey. Read on for a couple of examples of what we mean.

For example, the 2016 General Data Protection Regulation (GDPR) of the European Union caused significant changes in the way marketers handled data, especially personal data like email addresses.

And, in 2019, the new California Consumer Privacy Act (CCPA) brought GDPR-like policies to California, and other states may soon follow.

While certain laws and policies seem like they don’t apply to your business because of geo-location, being aware can be positive.

Add emojis to your subject lines.

Staying relevant is one of the most important things to remember when you’re trying to spruce up your email marketing campaigns.

According to a compelling study by the MyClever agency, they found that businesses that used emojis in the subject lines of their emails enjoyed a 52% increase in average open rates. Not only that, but unique opens, unique clicks, and average click-through rates increased as well.

Some reports also found that certain emojis had better performance than others. For example, one report found that a snowman emoji increased open rates during the holidays by 66%, based on the typical average.

Best and worst emojis and their effect on open rates (Image source)

For your own business, experiment with different emojis and see which your consumers gravitate towards. This may differ between varying industries, but, over time, you’ll see which emojis typically bring higher engagement.

Of course, this doesn’t mean you should use the same emoji in every campaign. Instead, use it as a foundation on which to experiment with a similar—or completely different—set of emojis for your next campaigns.

Use your transactional emails to enhance your customer experience.

With everything available at one’s fingertips, it’s no surprise that customers are expecting better and better experiences when dealing with a brand.

For your email marketing, this means one thing: Bring great customer experience straight to your campaigns.

From sending beautiful invoicing templates to using shipping and delivery emails to provide customers with updates about their online orders, it’s important to think of how every transactional email can boost a consumer’s experience with your brand.

These small changes can do well to encourage customers to engage with future emails, especially when they see how streamlined the experience of dealing with your business is.

Some brands don’t hesitate to add some vibrant brand personality in their transactional emails, such as order confirmations. If it suits your brand, take this as inspiration for your own emails, for invoices, and tracking numbers. (Image source)

As a best practice, transactional emails should be easy to read and skim, while containing all necessary information or next steps. Include instructions for how to return products or apply for refunds and add contact information to make it easier to get in touch with you.

Because emails for order confirmations have average open rates of 65%, this could be an important vehicle to deliver excellent customer experiences right in their inbox.

Increase content personalization through behavioral segmentation.

To increase retention and get those customers engaging again, you need to think of personalization.

If you truly want to deliver a personalized email campaign to customers, you’ll need to properly segment them in your mailing list. There are a number of variables you can use as reference, such as geo-location, gender, or even previous transactions with your brand.

It’s important to put up customer segments as early as you can, while also setting up any triggers or conditional rules within your email service provider or CRM.

Once you’ve segmented your list, it’s easier to send them personalized content.

One example of personalized emails you can send would be product recommendations based on previous purchases. You can get to know your customers’ preferences and interests based on things they’ve added to their cart or items they’ve checked out.

This is also an effective way to drive customer loyalty. If customers see that you truly understand their preferences and needs, they’ll be more likely to repurchase from your brand.

Based on the personalized recommendations from this example, the customer must have been browsing for collared shirts and blouses. (Image source)

Combine with other channels.

Next, while email marketing does generate the most ROI, there are still several benefits to investing in different channels to provide a more well-rounded customer experience.

Focus on delivering a great web experience, for example, for ecommerce shoppers. Or create a valuable blog that lets you consistently share high-quality content with your audience.

Perhaps your social media can also give a behind-the-scenes look at what your company’s working on, or be the channel where customers can connect with you in a more meaningful way.

All these channels can provide a synergistic effect on user experience and strengthen customer engagement. So, for example, instead of just sending promotional emails all the time, give your audience other things to look forward to in their inbox.

Many brands are now combining their marketing channels with email by providing sneak peeks of their latest collections, hosting contests and giveaways, or sharing new video content with email subscribers.

Beauty brand Lush shares high-value content on their YouTube channel, sending new content to subscribers and encouraging video viewers to subscribe to their email list, if they haven’t already.

Invest in the right automation tools.

Last but not least, automation tools can do well to provide more streamlined and engaging customer experiences.

These tools let you personalize emails with your subscribers’ first names or locations, for example. Sending welcome emails to new subscribers is one simple way to use email automation. You can also use automation to send a series of emails as part of a seasonal promotion or ongoing sale on your store.

Automation tools can also send retargeting campaigns, particularly useful for ecommerce stores that have high cart abandonment rates. The right tools are also able to help you segment customers immediately based on different variables you set.

Whichever the use case, automation will save you time and help you get insights and trends faster.

Wrap up

In 2020, it’s not enough to just send emails to your list; you need a strategy that lets your customers engage in more meaningful ways.

Using the tips above, you can be on the road to creating new email marketing campaigns that get more opens, more click-throughs, and even more sales, all while building your brand.

Kevin Payne is a content marketing consultant that helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads.

The post 7 Ways to Revive Your Outdated Email Marketing Campaigns in 2020 appeared first on Campaign Monitor.

Email Retargeting: What It Is and How It Works

Email marketing is all about reaching the right customers at the right time, with the right content that drives them to act.

While there are many tactics to help you deliver relevant content to your email subscribers, customers are craving highly targeted content that’s meant just for them.

That’s where email retargeting comes into play.

Email retargeting: What it is, how it works, and best practices

Nearly 60% of people allow email marketing to affect their purchase decision-making process. With so many people turning to the internet to fulfill their purchasing needs, the concept of retargeting isn’t entirely new. Most marketing professionals are familiar with the topic of retargeting, thanks to the use of various display ads and emails that are targeted to a specific user after they’ve visited their website.

For example, once a consumer has signed up for email updates and visits the ColourPop Cosmetics website and then views a particular product without purchasing it. They’re sent a retargeting email acknowledging the fact that they noticed your interest.

ColourPop Cosmetics Retargeting Email Example

Source: ColourPop Cosmetics

Defining email retargeting

The email example from ColourPop Cosmetics is a perfect example of email retargeting. Now, for those who need a refresher, email retargeting is a marketing tactic that helps you reintroduce a specific product to a particular audience member who showed interest but never followed through on the CTA. Actions can include anything from signing up for a webinar, downloading a report, or even making a purchase.

How does email retargeting work?

Email retargeting works by taking the information you have on your customers and using it to create only the most relevant, highly targeted email campaigns suited for their needs. To do this, you need to have at least a basic understanding of behavioral marketing. This is the practice of monitoring and tracking the behaviors of your targeted audience members. Typically, this is done by tracking their website and purchase activities. It can also be done through the use of third-party applications to monitor further how they may be engaging with your brand.

The most common way to track these behaviors is through the use of website cookies. These cookies are stored on a user’s browser to help track user activities. These can include what they choose to click on, how they move through your site, etc. However, this method is becoming trickier than ever, thanks to various technologies that either block cookies or delete them once a user closes their browser.

Turn tracking off in Google Chrome

Source: Google Chrome

More recently, email marketers have been utilizing remarketing pixels in email to help them track their subscriber’s data. A tracking pixel is a tag that’s embedded into the HTML code of an email that tracks the behavior of a specific user after they’ve opened an email.

These tracking pixels work very similarly to website cookies and can help you gain a deeper insight into your subscribers. However, at this time, they can’t be blocked as cookies can.

Email retargeting best practices

As with any other aspect of your email marketing campaigns, there are several best practices that you need to consider before you start building your own email retargeting campaigns. You want to ensure the success of your email retargeting efforts, and these best practices can help you do just that.

  • Utilize email segmentation: Email segmentation is the process of splitting up your emailing list into more detailed, highly targeted lists. Segmentation helps you further target those who are looking for specific information. It ensures that you aren’t sending emails to those who’ve already purchased a specific product or taken another specific action (such as downloading a report, etc.)
  • Time matters: You’ll want to start sending your email retargeting emails right after someone’s clicked off your website entirely. The sooner you land in their inbox, the more likely they are to return to your site and reconsider the service/product that they passed up initially.
  • Help re-engage inactive subscribers: If you’ve noticed an increase in your inactive subscribers, using email retargeting is a great way to remind these subscribers why they subscribed in the first place. The idea is to remind them of what piqued their interest in the first place and encourage them to reconsider acting on a CTA.

London North Eastern Railway re-engagement email example

Source: Really Good Emails

4 real-world examples of email retargeting at work

Email retargeting can have quite an impact on your marketing campaign. This is especially true when it comes to overall conversion rates. According to our friends at Moz, the average ecommerce conversion rate is between 2% and 4%. However, the conversion rate for email retargeting can be as high as 41%.

Not sure how to put email retargeting to work in your email marketing strategy? Here are four real-world examples to help get you started.

1. Renewal reminder

One campaign idea to help put your email retargeting to work is using service renewal reminders. Whether your customer has taken part in a free trial run of your services or their regular renewal period is approaching, sending a renewal reminder to them helps to bring your brand and products to the forefront of their mind.

In this example from Systemic, they’re reminding the user that their free trial is ending. They’re also using the message to remind them that they didn’t pay a penny for this trial.

Systemic free trial up reminder

Source: Really Good Emails

What would make this message even better would be if Systemic went ahead and highlighted features that the subscriber got to sample. They could also benefit from giving them a reason to renew their subscription with a paid version.

2. Cart abandonment

Cart abandonment email campaigns are a great way to put email retargeting to work for ecommerce brands. Typically, these campaigns focus on specific products that a consumer was looking at. In this example from Adidas, they did a wonderful job of bringing the product back into the consumer’s inbox, without sounding salesy in the least.

Abandoned cart email example from Adidas

Source: Really Good Emails

This is arguably one of our favorite email retargeting examples because it takes the pressure off the reader by making a joke. Instead of focusing on the sale, they question the user’s internet status. It’s an excellent way to bring the product back to the consumer’s mind, without plugging a sale.

3. Replenishment update

Consumers land on our webpages for specific reasons and, when a product is currently out of stock, you won’t get the conversion you were hoping for. Instead of writing that consumer off as a lost cause, an inventory replenishment update campaign is a great way to keep your brand at the forefront of a consumer’s mind.

Utilizing tracking pixels or website cookies would allow you to target this particular consumer who’d been looking at a particular out-of-stock item. Once that item becomes available again, you can send them an inventory update, like Uniqlo did in the example below.

Uniqlo Back in Stock Update

Source: Really Good Emails

4. Re-engagement email

Finally, another way to utilize email retargeting is through re-engagement email campaigns. These campaigns are especially useful once you’ve taken the time to analyze the behavioral data that you’ve already gathered on your inactive subscribers.

Framebridge does a wonderful job of reminding their inactive users why they should stay. Plus, with short copy and an easy-to-spot CTA, the action subscribers should take is clear.

Framebridge utilizes email retargeting by emailing inactive subscribers with this re-engagement email.

Source: Really Good Emails

Re-engagement email campaigns can be extremely vital in your email marketing strategy because they help you bring back those customers who may end up falling into the abyss otherwise. While most marketers will lose up to 22.5% of their lists each year, it’s still more cost-effective to attempt to re-engage the list before you try and replace your inactive subscribers.

How you can implement email retargeting into your email marketing strategy

Understanding email retargeting is the first step in implementing it into your current email marketing strategy. From there, you must take a look at what campaigns you’re currently running to communicate with your customers.

Remember, email retargeting is using customer behaviors to send highly targeted messages, so you won’t necessarily be able to include them in more general content, such as newsletters, because they don’t deliver the highly detailed information to each of your subscribers as other campaigns do.

Wrap up

Email retargeting isn’t nearly as difficult as you may initially believe. In fact, if you practice email marketing best practices, including email list segmentation, you’ve already started working email retargeting into your email marketing strategy. You can then begin taking the tips we’ve mentioned above and adding retargeting into several of your marketing campaigns, including your:

  • Cart abandonment campaigns
  • Cross-selling/upselling campaigns
  • Customer support campaigns
  • Inventory update campaigns
  • Re-engagement campaigns

Want to learn more about using pixel tracking in your email marketing efforts? Be sure to read up on how to use these pixels to learn more about your audience in our guide.

The post Email Retargeting: What It Is and How It Works appeared first on Campaign Monitor.

Deliverability Tips: Best Email Practices During A Crisis

We’ve all been getting a lot of emails recently. And that makes sense: We are experiencing unprecedented times. But this increased email load has some major consequences for deliverability. We’ve heard from plenty of customers who are worried about overwhelming their subscribers or, worse, hurting their sender reputation.

All because the rapidly developing coronavirus pandemic has triggered an influx of emails going out to larger audiences than marketers usually send to.

While we understand the need and urgency for marketers to communicate with their audience during this difficult time, it’s also important to be mindful of the impact these emails have not only on your sender reputation but also the experience of the person receiving the email.

With a rapid increase in overall email volume being sent out globally, we have already seen changes in email filtering as email servers and anti-spam providers try to process incoming messages. This has led to some marketers experiencing a decline in open rates, increased unsubscribe rates, and spam complaints in wake of the higher volume of COVID-based emails being sent.

As your trusted email service provider (ESP), the deliverability of your emails and protecting your sender reputation is top priority for us.

Thus, we’ve listed some key factors to consider before sending your next COVID-19 content email.

Is your email relevant?

Is your message critical to your subscribers? Is this an emergency for your brand and your subscribers? Are you announcing:

  • A closure or disruption to crucial services
  • Changes in opening times
  • Staff or student disruption

Be considerate and think about what your subscriber needs to know.

And don’t forget: Just because your email is important to you doesn’t mean it will automatically be relevant to your audience.

Are you experiencing a drastic increase in list size?

Before you send that email, ask yourself: Is your list much larger than usual?

Your sending patterns are like your fingerprint, and email servers and anti-spam filters use them to recognize who you are and how to treat your email. If this fingerprint changes, then receivers may treat your emails with more caution and may filter your emails to the junk folder rather than the inbox.

Avoid high volume sends if they’re not necessary, as recipient servers are sensitive to sudden and drastic changes to your usual email sending cadence, especially when global email volume has increased dramatically—as we’ve experienced recently.

Remember: Try not to include your entire database. People who shopped, dined, interacted with you 1-5 years ago are unlikely to remember who you are or how you collected their email address and will wonder why you’re sending them hygiene tips.

Their inboxes are full of the same kinds of messages that you’re trying to send. Even though you mean well, it’s frustrating to your former customers to be suddenly inundated by every brand they’ve ever given their email address.

Are you emailing opted-out contacts?

Carefully consider before you add unsubscribed contacts back to your lists. We know you care, and you want to reach as many people as possible.

However, those people are overwhelmed, too.

If they’ve opted out, there’s a reason for it.

Don’t forget to monitor your results.

Send an email to your smaller segment of active subscribers first and monitor how your subscribers respond to that email in the next 24 hours.

If you’re seeing delivery or engagement issues to your active subscribers reconsider sending to the larger segment of less active contacts.

Monitor your acceptance rate, your unsubscribe rates, and spam complaint rates. These metrics highlight any engagement and delivery issues which in turn directly impact your sender reputation and may impact the success of your future campaigns.

Wrap up

Your subscribers’ inboxes are overwhelmed right now.

There’s a rapid increase in overall email volume being sent out. Your own mailbox has probably also been inundated with emails from what feels like every brand you’ve ever been connected with in any capacity.

Now is the time to think like a subscriber: How companies use your email address matters in a very tangible way.

Keep it personal, helpful, concise, and only for critical updates. And above all, stay safe and well.

The post Deliverability Tips: Best Email Practices During A Crisis appeared first on Campaign Monitor.

Best COVID-19 Email Examples to Guide Your Changing Business Plan

The novel coronavirus is at the front of everyone’s mind. As more countries, states, and cities choose how they respond to COVID-19 outbreaks, businesses are forced to follow suit, leaving many with a dilemma of how to shift their products or services to meet the current environment.

And it’s important to identify ways to shift your approach sooner rather than later. Not only are many businesses following strict shelter in place guidelines, but consumers are doing the same. It’s more essential than ever to consider how your products or services are applicable to your customers in the current climate. And, if they’re not applicable, how to pivot and adjust to provide solutions to their changing needs.

We’ve been inspired by a variety of businesses doing just that, and thought it’d be helpful for our own audience of marketers to see how many companies are shifting their focuses, offers, content, and promotions to accommodate the current state of affairs.

We’ll continue to update this post as we gain more examples. You can skim through the headings to see the various ways organizations are changing.

Adjusting business operations to accommodate drive-up, delivery, and other social distancing approaches.

It’s been encouraging to see how companies accommodate social distancing guidelines while also facilitating purchases.

At Home accommodates customers during isolation with curbside pickup.

Our first example is from home goods warehouse At Home, announcing store closures to the public, while keeping curbside pickup available for customers that still need to buy (i.e. people working from home that need new desks, chairs, etc.).


Best Buy shifts normal procedures to make the customer experience safe and valuable.

With large department stores shifting to curbside pickup, we see retailer Best Buy follow suit. The electronics retailer also takes time to talk about their in-home services. While in-home installation is currently suspended to support their employees’ health, they’re still offering doorstep delivery for customers that need the closest possible thing to installation.


Resy tries to keep restaurants afloat by showcasing takeout and delivery options for their users.

Fewer industries have been hit as hard as restaurants, and Resy supports their customers by encouraging users to eat out. Recognizing a sit-down experience may not be possible, Resy sent a guide to users showing where they can find restaurants offering takeout and delivery.


Sonic leans on technology to make food accessible while social distancing.

Speaking of restaurants, Sonic keeps distance at a six-foot minimum by highlighting contactless payment options, as well as delivery. They also reassure customers by providing a link to their COVID-19 health measures at the bottom.


Walgreens empowers every customer to feel comfortable staying at home.

Even stores labeled “essential” are changing how they do business to keep their customers and employees safe. Walgreens assures its customers that it can support their needs in every aspect (much like a convenience store should), offering drive-thru shopping, free shipping on essentials and prescriptions, and telephone services for clinic and pharmacy specialists.


Offering flexibility to subscription clients and keeping in touch digitally.

Many companies are in a tough place as they have to close doors, leaving subscription-based customers at a loss. Yet at the same time, unemployment has reached new heights due to business closures, which makes it difficult for them to maintain these services. Here’s how a few companies are handling the dilemma.

Classpass offers flexibility, empathy, and understanding during the crisis.

Offering a flexible subscription to a variety of fitness classes, Classpass has been hit hard with gym closures and class cancelations. In spite of this fact, they’ve been eager to inform their customers of what’s happening, and demonstrate an understanding of their users’ evolving needs as the pandemic unfolds.

Here’s the first email they sent when COVID-19 first started affecting its customers. They announce new ways to keep class credits flexible in case their users don’t feel safe attending. They offer revised rollover credits during the crisis, and the option to pause memberships. Classpass also highlights an online workout to help reach their subscribers from home.


Then, after classes in this area officially closed, they sent out another email informing subscribers of suspending billing. Empathy extends even farther here, highlighting a refund to users that request one.

While not every brand can afford this level of benevolence toward their customers, this is a genuinely heartwarming example.


Planet Fitness turns off the lights in the gym, and turns up the heat in your living room.

Recognizing that isolation for gyms makes patronage impossible, Planet Fitness is taking the opportunity to keep connecting online. Even relegated to homes, people still have to work out—and find creative ways to do so without access to a gym.

Planet Fitness keeps their audience engaged with their live classes (as well as their video workouts) with email, where they can highlight what’s coming up and how customers can join in.


Bandcamp feels for its users and lends support.

Digital music retailer Bandcamp offers their condolences for the music industry as live events around the world are being cancelled. This email lets their customers know that they’re paying forward their revenue share for all limited-time purchases so they can support musicians in need.


Piedmont Gas supports customers that truly need it.

With so many industries shutting down and people losing their jobs, it’s harder than ever for many to pay their bills. Piedmont Gas takes a moment to address this challenge, offering flexibility by suspending shutoffs and waiving fees for late payments, while also showcasing how they’re approaching service calls and other interactions with care.


Launching new services to support customers.

Bandsintown launches new Twitch channel to support live events from anywhere.

If you’re into live music at all, you’ve probably seen Bandsintown being used by your favorite bands and venues, keeping fans updated on the latest shows. With so many event cancellations, this leaves thousands of musicians without any income. So Bandsintown quickly launched a Twitch channel to support musicians that are hoping to replace in-person shows with digital performances, and created new integrations to support more live streaming platforms. You can see their announcement to artists in this email:


And then their follow-up email to fans using the platform:


Giving guides, content, or ideas for COVID-19 quarantine when a purchase may not be appropriate.

Violet Grey asks their audience for things they’re struggling with so they can provide support.

Ecommerce skincare brand Violet Grey sends a great on-brand message to their audience about the novel coronavirus. It begins with a long shoutout to those in essential personal contact situations: doctors, service workers, fire fighters, police officers, waste technicians, the list goes on. And not only do they share their appreciation, but they go on to offer support to their customers.

The paragraph at the bottom invites their subscribers to respond with the content they’d be interested in reading. Needless to say, many people have plenty of questions in the current environment, and Violet Grey shows their support by offering insight to these questions where they can.


Maison Miru shows their support for those new to WFH.

As the founder of an ecommerce jewelry retailer, Trisha lets us know that she’s no stranger to the reality of work from home (WFH). So instead of offering discounts or long reads on which jewelry you should buy, Trisha wrote a quick guide on how to work from home while maintaining your humanity. It’s an insightful way to show love and support for her customers without anything expected in return.


Ceros brings helpful fun to a dreary time while encouraging healthy habits.

This Netflix and Disney movie recommendation generator acts as a fun reprieve in the current climate. But more than just a fun tool, it also directly applies to their audience. Made up of nearly all B2B marketers, their subscriber base is likely all working from home, and picking the right movies out at night could actually become something really helpful.

They also take the time to reinforce the CDC’s recommendation to stay at home, showing their respect and desire to fight COVID-19.


Digiday frames their reporting in the context of COVID-19.

While there are innumerable headlines talking about the novel coronavirus and its widespread effects, it’s important to people everywhere to know how COVID-19 is affecting their industry, how their work could be (or should be) changing due to emerging mandates, and how they should be operating as the virus continues to evolve. And Digiday tees this info up for their audience.

Subscribers to this newsletter are looking for the latest on the streaming wars, over-the-top TV ad performance and trends, and other digital advertising news—all of which have been impacted by COVID-19. So Digiday takes an entire newsletter to devote to disruptions in video and media due to the coronavirus, bringing extremely helpful (and free) insight to their audience.


Tattly brings some light into COVID-19 quarantine life with DIY projects.

Temporary tattoo retailer Tattly is focused on spreading some joy in this time by providing fun projects to do while sheltering at home. They have a long list of DIY activities sourced from around the web, providing some nice resources to their audience.


Tying existing products to fit needs during COVID-19 social distancing.

Everlane leans into WFH with comfort and style.

For its young, business-casual and fair trade-minded audience, Everlane serves up what everyone working from home needs: comfort. While shying away from being on-the-nose, Everlane acknowledges that many of their customers are forced to work from home and may need a few pieces to accommodate their new reality.


Lowe’s encourages family interaction with hands-on projects.

For many parents, sheltering in place can quickly become an over-extension of self after keeping kids engaged and learning. So Lowe’s tries to provide interactive activities for both kids and adults by creating projects out of common home improvement items.


Petite Collage helps parents with quick wins for the kids.

In an effort to provide support for parents-turned-teachers under COVID-19, toy retailer Petite Collage launched a sale for their email community, providing puzzles and other interactive and educational toys at a discounted price.

Recognizing that discretionary income isn’t available to many people right now, they also give quick tips on how to create inexpensive DIY puzzles at home.


Apple gives extremely relevant recommendations in their App Store newsletter.

As a curator for more than 2M+ apps, Apple has the responsibility to connect their audience with apps that make the most sense for this current moment. And they do so successfully in this newsletter.

Highlighting ways to stay connected while social distancing, how to stay fit while remaining in your home, tools for learning while homeschooling, and methods of managing stress during extremely stressful times, Apple serves extremely relevant recommendations at a much needed time during the COVID-19 pandemic.


Wrap up

We hope you found inspiration for how your brand can respond to the novel coronavirus outbreak. If you haven’t yet sent out any communication about how your brand is responding, make sure to check out our post on key considerations when sending a COVID-19 email.

If you found this post helpful, make sure to subscribe to our newsletter, where we’ll be sending brand new resources about email marketing during the COVID-19 pandemic.

The post Best COVID-19 Email Examples to Guide Your Changing Business Plan appeared first on Campaign Monitor.