This is a great example from Greggs, not only does it render perfectly on a mobile device, it is also targeted. Greggs know what busy commuters will be doing at 7.30am in the morning so if this email drops into their inbox then it’s perfect conversion timing.
It may sound obvious but are you measuring what you’re doing? Short term goals are things like clicks, opens, open outs and conversions which the chances are you’re measuring on a regular basis. But also consider long term goals such as subscriber lifetime value, engagement, referrals and how viral your campaigns are.
Consider how your offline and online channels could complement each other. Digital makes up 30% of the Financial Times’ total revenue so ensuring that the two channels are merging is really important to them. If you’re a retailer then why not capture data instore? This purchase history could then feed through to your email campaigns.
Integrating email & social is such an important and achievable aspect, get creative with it, don’t just add social share links to the top or base of your email as it’s unlikely anyone will share your whole email, so just add social share links to individual content pieces.
Here’s an example of what innocent do is encourage social share with an instruction of what they want you to share, it’s obviously great content as they are fantastic at this, but just by asking and telling your recipients what to share is extremely powerful, you’ll find recipients like being told what to do!
innocent also get their recipients hooked into their social channels straight away, they take advantage of the welcome email – when people sign up to your brand they are the most engaged you are likely to ever get them with you. Send out that instant welcome email, then get them to check you out on Facebook and Twitter, they are far more likely to do this on sign up as your brand is fresh in their mind.
You should also be capturing data through social – speak to your ESP about creating a sign up form on Facebook that posts data straight into your newsletter list that can trigger the welcome email.
Jade is Account Director at Pure360. She has been working with Pure360 since 2009 looking after our lovely clients. Before that she was working with Heart Radio. Follow her on Twitter @jadeytan
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