Email isn’t just the elder statesman of the digital world. Email also binds all the disparate elements of a marketing program and bridges the gap between online and offline in ways that no other communications channel can.
Granted, there are many brands out there that still do “batch and blast” emailing like it’s 1999. But there are also a growing number of brands that have created world-class email programs. The following three are getting it right in the eyes of their customers.
Air New Zealand
The airline that created the “best in-flight safety video ever” also works its magic on the pre-flight email reminder.
The email has a personal greeting from the actual Air New Zealand flight steward who will be working the flight. Representatives from Air New Zealand, say that passengers often print out their emails and show them to their “celebrity” crew member when they step on the plane.
Dynamic content rules in this email, which is part of Air New Zealand’s “personality allowed” campaign. Besides the personal greeting from the crew member, the email recaps the traveler’s itinerary, offers a five-day weather forecast, and destination tips.
Both the pre-flight email and the post-flight email generate impressive open and click rates, which are well above industry averages.
Amazon effectively and consistently harnesses its customer data to drive its email program. Many marketers still rely exclusively on sending a single email message to every email subscriber in their database. Amazon, however, uses customer data to trigger specific, targeted messages. For the customer this email would likely be a list of recommended products that are based on a recent purchase.
When a company’s motto is “Love the Madness,” you know you’re not going to get standard email messages. Moosejaw products appeal to a younger, extreme-sports customer, so it infuses its emails with the same off-kilter humor and attitude. Two of my favorite campaigns are the live “Fridge Cam” and a “in fun” break-up service that gave Moosejaw customers the chance to let company employees do their relationship dirty work for them.
Moosejaw makes it work by giving its email writers the freedom to stray beyond the classic promotional mode, even into relatively racy territory.
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