We often pass along articles on common mistakes in e-mail marketing, but how about the positive lessons, the success stories? Kevin Ward, recently posted an inspirational piece for Business2Community about tips gleaned from six well-known brands' e-mail campaigns. All are producing e-mails that have personality, easy readability, user-friendliness, and attention-grabbing appeal -- plus specific, well-executed tactics to stay ahead of the competition. For example, Ralph Lauren wins sales with its clear, targeted call to action. Amazon leads the field with personalization. Betty Crocker's recipe for success is warm Pinterest-style personality. ThinkGeek thinks about conversions with extra coupons and deals. Huckberry revs up the urgency with limited time offers for its deals. Crate & Barrel has lots to peddle but uses e-mail focus, with a single customer-driven product offer, to funnel sales. For e-mail creative examples: https://smallbusiness.yahoo.com/advisor/six-brands-doing-email-marketing-175149715.html
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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