Role Models Wins More Hearts & Minds With Email Marketing

UK-based organization Role Models strives to educate children beyond society’s solely-academic standard. Founded in 2014, Role Models is rooted in the belief that life skills and character development are vital to the well-being and potential of every child.

Role Models offers life skills courses that aren’t typically included in a traditional school curriculum, and further promotes the happiness, academic success, and overall achievement of each child who enters their program.

Through sharing helpful and free information to parents who are looking to expand their child’s education, Role Models uses the power of email marketing to build a trusted, generous, and credible brand.

With Campaign Monitor email software, Role Models finds success with aesthetically pleasing emails and an analytics dashboard that highlights real-time insights and key takeaways. Plus, with an easy-to-use platform and a dash of marketing confidence, the team can quickly—and successfully—shift strategies, battling obstacles as serious as a global pandemic.

From one-off Outlook sends to buttoned-up campaigns

Before working with Campaign Monitor, the Role Models team was not largely focused on email marketing, and instead limited their email use to generic Outlook sends. However, with the introduction of Campaign Monitor as the brand’s first ESP, the team is now capable of drafting and achieving new and exciting goals for the organization.

With the help of Campaign Monitor, Role Models can now organize subscribers in one, easily-accessible place, create segments, and embed call-to-action buttons, all while designing aesthetically pleasing emails that are always on-brand. Plus, the analytics dashboard offers real-time insight that the team uses to mold future campaigns and strategies.

A strong brand presence that yields financial growth

When asked about Campaign Monitor and how the platform contributes to Role Models’ overall growth, Founder and Managing Director Hugo Shephard told us that email has become the organization’s most important channel.

“Email is the most direct access we have to our customers. Because with other channels, like social media, you’re never entirely sure how engaged your audience really is,” says Shephard.

Campaign Monitor enables Role Models to create a platform where they can share their story, provide additional resources for parents, and continue to reiterate what they stand for as an organization. And in doing so, the team builds strong brand awareness and lasting relationships, which ultimately leads to a sweet result: conversions and revenues.

snippet from Role Model's emails, highlighting "This week's book recommendation" and "Developing a sense of passion and purpose in your child"

Data that makes the difference

Using the analytics dashboard, the Role Models team can dig into specific insights, like one takeaway that revealed that their audience engages more with early morning sends.

The team can also look deeper into what regions of the world are engaging with their newsletter. And for a brand that is focused on establishing a global presence, these learnings proved crucial for their international strategy. For example, the team noticed significant engagement drop offs in the Middle Eastern region.

With a little digging, they were able to find that many Middle Eastern countries don’t directly rely on email as a primary channel for marketing communications. With this information, Role Models could move forward with a personalized strategy that better suited their Middle Eastern audience.

insights and analytics dashboard from Campaign Monitor showing engagement metrics

Turning challenges into triumphs

Before COVID-19 evolved into a global pandemic, Role Models focused on sending one newsletter per month, with in-person courses that typically ran during holiday seasons. However, with health regulations and social distancing in place, the team quickly shifted their strategy. The monthly newsletters turned into bi-weekly sends, while irregular, in-person classes evolved into weekly online courses.

Snippet from Role Models email that focuses on "Online summer courses"

In short, in just 2.5 months, Role Models ran 30 times the number of courses than they did in all of 2019. The result? A 24% increase in bookings (approximately £2,450 in revenue over two months) and a revolutionized strategy to build on.

Plus, online courses during such trying times helped to strengthen the relationship between the Role Models brand and their growing customer base.

In the future, when COVID-19 restrictions lessen, the team plans on continuing their in-person courses. However, with new knowledge that online courses can be successful, they will also offer virtual follow-up courses to build on the in-person experience.

The post Role Models Wins More Hearts & Minds With Email Marketing appeared first on Campaign Monitor.

How On Used Email Marketing to Run a Successful Thank You Campaign

On is a Swiss running shoe company that delivers gravity-defying footwear. On shoes are sported by runners around the globe and have developed a true fan following. They’ve done an outstanding job of building a great product and a tight-knit community, using Campaign Monitor to supercharge both of them.

Last year, On sent a thoughtful and impactful “Thank you” campaign to their audience, and it caught our attention. We recently featured On’s Thank You Campaign in our Top 100 Gallery, where we showcase our customers’ best email campaigns.

on email marketing

Let’s see why this On email made it past the finish line:

  1. Multi-purpose campaign: On maximized their campaign real estate by offering three complementary pieces of content. They are a customer-first company and made that the primary focus with their “Thank You” messaging. However, they didn’t miss an opportunity to showcase their most significant achievements and products. When you’re developing your next campaign, include relevant content that can drive value for your business and subscribers.
  2. Edge-to-edge design: On delivers elegant email campaigns that match the quality of their footwear. This campaign showcases a modern, edge-to-edge design that looks beautiful in any inbox.
  3. Seasonal messaging: On took advantage of the December time frame, and delivered a timely and appropriate Thank You campaign. As marketers, we readily associate December as a time to market our products and supercharge sales. But it’s also a perfect time to reflect on the year and thank your customers that have been along for the ride.

How you can create a thank you campaign

Are you ready to create your own thank you email marketing campaign? Thank you emails are a great way to inform your subscribers about a recent action they took with your website and help create a better customer experience that’ll result in a deeper relationship.

Examples of thank you email marketing campaigns include:

  • Thank you for your purchase
  • Thank you for your feedback
  • Thank you for your referral
  • Thank you for choosing us

Buzzfeed sends thank you emails to recent subscribers.

Source: Campaign Monitor

In fact, automated thank you transactional emails can result in eight times more opens and clicks, as well as six times more revenue. That’s a big opportunity you don’t want to miss out on.

Read on to discover a few ways you can start creating your own thank you email marketing campaign.

Develop a branded template.

Oftentimes, a thank you email is the next touchpoint you provide a customer after a purchase, signup, or download. As this initial impression of your brand, you want to align your emails with your logo, colors, fonts, and tone to give your customers a consistent experience at every stage of the customer journey. 

Set automation triggers.

In order to have a successful automated thank you email campaign, you need to set your trigger parameters. Automation helps takes care of all of the tedious, manual efforts it would take to send a typical email. Instead, use technology to set triggers based on events—like downloading an eBook or purchasing a new pair of shoes—to send an email on your behalf.

Seventy-five percent of email revenue generated is from automated campaigns.

Keep the content relevant.

To make thank you emails effective, you need to keep the content relevant and concise. Your customer has a preconceived idea of what this message will include, so you’ll want to meet those expectations by providing things like order information, login credentials, etc.

This will not only provide your subscribers with a clear path to the next action, but it also includes relevant information so they can go back and reference the email at a later date.

Provide the next steps.

Depending on what you’re thanking your customers for, you’ll want to clearly define the next steps that they need to take or what to expect in future emails. For example, you may need to include a bold CTA that asks your customer to leave a review. Or maybe the email simply thanks them for their business and informs your customer that they’ll receive tracking information soon.

No matter what the goal is, your thank you email marketing campaign needs to promote some sort of action to keep the customer engaged and looking forward to what’s next.

Wrap up

Automated thank you emails give your brand a great chance to deliver an additional touchpoint celebrating the customer’s action. In fact, thank you emails aren’t just a nice touch—both B2C and B2B consumers alike actually expect them.

To get started on your own, consider:

  • Automating the process with triggered events
  • Matching the design to your brand standards
  • Creating relevant, concise content that informs

Ready to develop an impactful thank you email campaign? Campaign Monitor can help you every step of the way. Try a demo today.

The post How On Used Email Marketing to Run a Successful Thank You Campaign appeared first on Campaign Monitor.