Effective Email Marketing Strategies That Work

Forbes recently posted an article with email marketing strategies from top-level execs from the biggest retailers across the nation. eBay, GoDaddy.com and Xerox are just a few of the companies that participated. While these companies have established high-revenue brands, their advice on maximizing the effectiveness of an email campaign applies to anyone using email advertising.

Video ads are quickly becoming the new norm and Xerox has capitalized on their efficacy by deploying campaigns with personalized video ads. By using subjects lines that addressed the viewer and incorporating video advertisements that pertained to the recipient’s specific interests, their open rates increased by 40%, which is roughly 3 to 5 times higher than average GoDaddy email login . For messages in which the video linked out to a direct purchasing opportunity, Xerox experienced 20% more sales conversions than from their static e-mail campaigns.

eBay’s approach to email advertising is based off their business model but provides insight to any retail company pushing multiple products at once. The e-commerce giant designs email campaigns that features products a patron has already browsed as well as similar products that are popular among all customers. Their theory is that if a visitor viewed a product and didn’t make a purchase decision, the email will remind them (or convince them) to buy it. At the same time, consumers can look at other products that might interest them, making the likeliness of buying something higher. With this formula, they avoid being too repetitive by showcasing the vast variety of items available for sale.

A/B testing is one of the most useful yet least used email optimization tools. Qwest Communications used open rate, click through rate, and conversion rate metrics to gage consumer response and found that non-sales links received the most click-throughs to the website. Based of this discovery, they reduced and centralized the resource links into a resource page, adjusted the tone of their e-mails, and tested various subject lines to see which performed best. As a result, Qwest increased email open rates and click throughs by nearly 50%.

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