How effective is Email Marketing?
What makes a successful email marketing campaign?
Email Marketing is an essential aspect to nurturing new sales leads. It allows you to reach out to your prospect customers on a more personal level with relevant content. According to a Salesforce report, 49% of marketers claimed that email is directly linked to the success of their business efforts. The Direct Marketing association also noted that there was a 4,300 percent return on investment when it came to email marketing for businesses in the US.
Email Marketing is not only cost-effective but also efficient because it can be personal, action-orientated, and measurable.
Uber, the American mobility company which allows the customer to book a car or driver to take them to a different location, have had very successful email marketing campaigns in the past because they are simple and straight to the point. Uber notifies its contacts about new offers such as deals, promotions, and guides, in a simple manner with a call-to-action. They ensure the style they use in their emails corresponds to their brand and their mobile app. They ensure they engage with the customer from the get-go. As seen in the above picture they are welcoming with new contacts and ensure that the connection established between the company and the contacts remains through different types of email marketing, which guides the contact through their customer journey.
Uber sends out the same sort of marketing as other companies such as : welcome emails, product launches, updates, promotional emails offering discounts, referral emails, the typical transactional emails and other seasonal campaigns. However, what makes Uber more successful in comparison to other brands is firstly their use of animated design in their emails which grabs customers attention with the unusual design to call their interest towards the email content. Secondly, they make use of personalised analytics by providing their customers with customised information, which customers highly appreciate. Finally, they focus on optimising the customer experience, as well as taking into account device optimisation, as most customers open their emails on mobile. Having a mobile friendly email structure, can highly impact a customers first impression of the company.
To conclude, if Uber's email marketing campaign were to be summarised in one phrase, it would be customer-centric. Uber clearly understands its customers' needs, which allows them to then deliver relevant and pertinent information that is always appreciated.
A good email marketing campaign should be written with purpose, presenting a clear and unique message to the readers. It should also stay on-brand and respect the basics of good email design.
