Sometimes when you are looking at a blank page and trying to create your next fantastic customer communication, it can feel like you are sitting alone in a vacuum. But it’s worth remembering that there are a number of people on the planet doing really great email marketing. And you can learn from them… I call it ‘spying‘. (P.S. You never need to stare at a blank page if you have a good plan)
I just sent these two examples to a friend whose large organisation is doing a clean, sterile, well designed, ticks the boxes, boring, wouldn’t-care-if-you-never-saw-it-again, no one really applies what they read, type of a thing. Their products are HOT. They have HOT customers, doing incredible things with those products, and sharing what they do everywhere… but inexplicably, it’s nowhere to be seen in their eDM.
Here are the two:
Get Growing aims to ‘grow new gardeners’ and in doing so, sell more magazines. It is a much-loved phenomenon and it’s sent to 25,000 people each week.
What they do really well: It’s so personal. The heart of this success is it’s heart. Warm, non-threatening, collegial (gardening isn’t scary, let’s try this together)… Sharing readers questions and answers makes for great genuine content (bonus – you don’t have to write it!). Listing current events and prizes keeps the ‘open rates’ consistent. Timing - sending on Friday afternoon makes it a treat for the weekend. They always encourage opt-ins and pass-along. Yes, I know you are thinking – it’s so LONG! It is, and the readers LOVE it! (Disclosure - GetGrowing uses SmartMailPro).
Love gardening? You can subscribe to NZ Gardener here.
I came across Urban Daddy when I was going to Miami a couple of years ago and I wanted to know what was hot there. The content, tone, and attitude, as well as the execution and consistently has just outperformed anything I’ve seen like it. It’s one you need to subscribe to and keep an eye on week in and week out until you ‘get’ the gist.
What they do really well: Like NZ Gardener they bring it to you, they don’t make you work for it. Heart and passion for the subject matter shines through. Great content that is curated in the right way each time so that you build trust in their opinion and follow their advice (tag line – ‘Only what you need to know’). Trust is established with footer text in every issue (‘Urban Daddy is purely editorial – you can’t buy love from the Daddy’). Great voice, tone, manner, meeting expectations, personalising with strong but virtually invisible use of dynamic content and preferences. Need more?:
You can subscribe to Urban Daddy here. its worth it even if you don’t live in the States just to learn from and enjoy.
Their Welcome Email is great – below: Restates your options and sets expectations; use of red carpet and language evokes exclusivity; specifically invites pass-along; simple. It’s ‘oh so’ personal. Also note it doesn’t ask for the double opt-in – if you have registered they assume you want it. I think this is fine in cases where you are clearly registering for an email newsletter – not entering a competition, asking for a down-load or other ancillary activity.
What do you think? Love it? Hate it? Comment below. Forward me your favourites - Attn Roanne to GetSmart at Jericho.co.nz