Every year, we see a lot of emails here at Delivra—and in that mountain of emails, we have so many we love. That’s why it’s been so difficult for us to narrow down our favorite email marketing case studies of 2018. Although they’re unique, each of these email examples has one thing in common: a well-thought-out strategy. With so many ways to create stunning automated emails for your subscribers, you can easily plan a strategy that works. In this post, we’ll go over important qualities your email marketing series should include. And of course, we’ll showcase our favorite email marketing case studies from 2018.
What makes an excellent email marketing series?
Email marketing is an excellent way to build relationships with your leads and customers. You can convert leads into buyers and maintain customer loyalty. The key? Develop a solid strategy with a goal you want to accomplish. Your emails aren’t a throw-away part of your marketing strategy but rather a personalized way to establish customer relationships. We’ll go over some of the finer details in the examples below, but first, let’s go over some crucial general factors to consider.
Solidify your brand’s voice, values, and message.
A well-strategized email series is a perfect way to introduce users to your brand’s voice, values, and overall message. Before you get started, make sure to solidify your brand voice—decide on a tone and keep things consistent: every email, every blog post, every image, every time. Think about what you want your subscribers to learn about your values. Do you want to highlight your personable customer service? How about your ease of access across multiple apps and devices? Maybe you want readers to know about your contributions to local communities. At this stage, decide how you want your brand to be portrayed to the world and the voice you’ll use to do it.
Start a conversation with your subscribers.
Most of the email marketing case studies below include excellent examples of engagement. The senders came up with unique and innovative ways to start conversations with their subscribers. Use your email series to ask your subscribers about problems they have, what’s important to them, or how they plan to use your service. According to research from Adobe, ~50% of customers report feeling frustrated when brands don’t offer personalized content. Starting a dialogue with email can give you leverage.
Educate subscribers about your company and services.
This is also a great chance for your subscribers to learn about your company mission, as well as the products and services you provide. Still, you don’t want to talk up how amazing your products are without first noting how you can improve subscriber experiences. How can you make life easier? You don’t need to devote a full email campaign to this. In fact, clever copy can give your campaigns a dual purpose, illustrating how products will simplify subscriber experiences.
Provide multiple ways to connect.
People interact with content in different ways and everyone has their preferred channel for staying updated. Some like Facebook, others prefer WhatsApp, and some like browsing Reddit. Highlight the various ways subscribers can interact with your brand on other platforms like these. You’ll also notice that many brands in these email marketing case studies took the liberty of promoting their company’s app. Like these brands, don’t be afraid to use all the different options you have at your disposal.
Optimize for mobile browsing.
of all emails are opened on mobile devices. If the email doesn’t render properly, 70% of people will delete it in under three seconds. Plus, mobile users check their email three times more often than desktop users. It’s absolutely crucial that brands develop email campaigns that look amazing on every type of device. You’ll see that in many of the campaigns below, marketers provide a link to view the email in a browser in case the email isn’t properly delivered.
Our favorite email marketing case studies from 2018.
We found a lot of great email marketing case studies from last year but we chose these because they hit a lot of key points mentioned above. Use these examples as inspiration for creating your own automated campaigns for improving engagement and connecting with your readers.
1. Club Quarters Hotels
Upon booking a hotel room, Club Quarters sends an email from their hotel manager. The introductory email includes important information about parking, dining, and local attractions. Leading up to the reservation, Club Quarters sends an email informing the recipient about online check-in. It also encourages the guest to sign up for the Club Quarters app. A similar email is sent prior to the guest’s check-out. But Club Quarters doesn’t end their engaging content there. They make sure to send the recipient personalized travel tips (she mentioned fitness was important when signing up for their list). They also send out vacation suggestions to remind the recipient where their hotel chain operates. Other emails are personalized based on her previous trip to Washington DC.
After sending out a welcome email, Adidas follows up to let the recipient know she’s “unlocked” enough points for an exclusive product with an opportunity to customize her own shoes. The following week, Adidas sends a campaign asking the subscriber to personalize her email and product preferences. It includes a simple GIF to peak interest along with a link to download the Adidas app. Two weeks after her initial purchase, Adidas sends a follow-up message asking the customer to provide feedback about her hoodie. This provides enough time for her to actually use the product. Adidas continues to send personalized emails for store-specific deals. The email below was for a grand opening event not far from where she originally registered.
UNICEF obtained this subscriber’s email address when she registered for an event badge. (Always make sure to get permission before adding subscribers to your email list. Double opt-in is best.) To register for the event, the subscriber provided information about the NGO she represented. Since the NGO primarily dealt with Yemen, UNICEF began sending out a series of emails personalized based on her interest in this topic. For many emails, the body copy was nearly identical. However, UNICEF sends the subscriber unique subject lines to peak her interest such as “Re: Yemen” and “[Emergency] The last hospital in Yemen.”
When it comes to email marketing case studies, Patreon knows how to encourage engagement by educating users about the platform. To get started, Patreon sends a few welcome emails congratulating the creator on her launch. These emails also explain how to set up a profile. It doesn’t end there, though. The website then sends a series of staggered step-by-step emails with tips to get your first patron and get the word out about their launch. Notice the one-on-one conversational tone. Later, Patreon uses payday as an opportunity to ask creators to take their survey.
Airbnb truly understands the value of personalized email marketing. The app doesn’t bombard users with email—it only sends relevant emails as necessary. Upon registering for your first stay through Airbnb, the app sends out an informational email to familiarize guests with general standards. Inside the confirmation email, which Airbnb likely assumes subscribers will open based on the urgency, the app includes links to experiences and other services based on the destination.
Coinbase, the cryptocurrency exchange, is very strategic with their email campaigns. Their professionalism combined with informational content made them a shoo-in for our favorite email marketing case studies. After verifying this user’s information, Coinbase sends an update to let her know her purchase limits have increased. Coinbase also makes sure to keep the subscriber informed about changes to cryptocurrency that could affect investments. The cryptocurrency exchange doesn’t spam users with unnecessary content. This subscriber only receives emails when there are changes or updates to the exchange that she may find interesting or useful.
7. The Telegraph
The Telegraph has a great engagement strategy for encouraging free subscribers to convert into paid subscribers. Their initial email welcomes the new reader with information about her account and its features. To make the experience a little more personal, The Telegraph sends a campaign introducing the new subscriber to their top writers with links to their content.
We’d like to say it’s easy to develop email campaigns, but that’s only true if you have a good strategy in place. It takes a lot of work to hit all the right notes. While campaigns don’t have to be difficult, marketers should devote considerable time and effort. By considering your brand’s future and persona, you can accurately communicate that message to subscribers. Do you need help developing beautiful automated email sequences or multi-channel drip campaigns? Check out how Delivra can help.