8 characteristics of great email marketing in 2013

It's already (almost) October, so it's about time you started planning your 2013 email marketing campaign calendar. I recently gave a presentation on the characters of successful, effective email marketing in today's mobile, social and local world. Here are the 8 takeaway characteristics and some of my favorite examples. Enjoy!

Great Email Marketing in 2013 is…

Targeted
Segment your email subscribers to send the right offers at the right time to those who are ready for it. Versioning is also a great way to deliver more targeted and relevant content.

When Beauty Brands opened a new store in Dallas, they sent an email announcement only to subscribers who live within 200 miles of the new store.
Orvis sent Men the men’s clothing and the Women women’s. They also included a link to the opposite, in case subscribers were shopping for someone else!

Relevant
In addition to segmentation, use personalization to send your subscribers updates and offers that speak to their past purchases, their demo- and geographics.

Modcloth sent an email to Miranda when the hat she’d put on her wishlist was nearly out of stock. Use variable images and variable text to send en masse, but highlight each subscriber’s wishlist item.
Original Juan used the same 25% offer to drive sales, but featured different recipes, copy and graphics to appeal to those who had previously purchased barbeque sauce with barbeque sauce and those who had previously purchased hot sauce with hot sauce.

Accessible
Be sure your readers know what your email says no matter where or how they open it. Maximize your email content and design for both mobile and desktop users and for those who may have images turned off by default.

Quixotic Fusion updated their email design from one giant image to a mixture of both image and HTML text to ensure that their message was clear, even without images turned on in subscriber inboxes.
Savvy Mom uses automatically re-sizing images and a “flow” email style (a woven mix of images and text) to ensure that mobile readers can see the email well. They also spread out the links in their layout to help the reader click the right link with their fingers.

Quick to Digest
Keep your emails short and skimmable. Aim for less than 2 printed pages (about 3 scrolls). Use teasers in your email, then link to the full content hosted on your website or blog. This also encourages readers to interact with your emails and allows you to measure those interactions.

The Downtown Council of Kansas City highlights one event, with a summary of six more events in their weekly email digest. Each event summary simply includes a small image, a title, a location and a link to more details and ticket information.

Timely
Use automated messages, sometimes called “triggered” messages, to send timely emails after your subscriber makes a purchase, has had it for a week or is about to run out of it.

Apple sent a follow-up email one week after Jessica bought an iPad, highlighting popular applications and uses as a way of reinforcing the purchase.
Facebook sends triggered email reminders to users who haven’t logged in 60-90 days, offering answers to Frequently Asked Questions and login help. If the user logs in again, they immediately send an email welcoming the user back.

Cross Promotional
Use your emails to drive traffic to your website and social media profiles. Be sure your Facebook fans have a tab where they can sign up to receive your offers right in their email inbox. Alert your Twitter followers when you’re about to send an email newsletter full of great articles and give them a link to sign up to receive them. Always give them a reason why they should connect with you in other channels. (Answer the question What’s In It For Me?)

Express clothing included an ad in their March email inviting subscribers to also follow them on Pinterest for tips from Fashion to DIY.

Permission-Based
Grow your email list by asking people to opt-in or give consent. A permission-based list – only signing up those who ask for it – will ensure that your content is relevant and that your readers will engage, giving you a higher return on your investment.

Indigo Wild has an invite to opt-in for their emails on every page of their website. They include a link to their privacy policy and a preview of the email that will arrive in the new subscriber’s inbox.
Farmland Foods often drives new email subscriptions via online promotions and contests. When customers register to win, they can check a box on the registration form to receive Farmland’s coupons and recipes in their inbox.

Integrated

Remember: email marketing is just one part of your integrated marketing plan. Connect your campaigns across channels using common graphics, copy and offers. Content doesn’t have to be the same across every channel, but each channel should support the others.

Creative
Use colorful graphics, red or brightly colored call-to-action buttons, even animated GIFs to draw reader’s attention through your emails. Take advantage of great design to boost your results, but note that a little goes a long way.

Rent the Runway featured a pair of shoes, using animated GIFs to show the shoes from a variety of angles within the email.
Helzberg Diamonds saw a 288% lift in conversions by using a personalized, animated GIF showing the subscriber’s name swinging from a charm bracelet.