If you’re looking for some holiday inspiration, here are three real-life holiday email examples of brands driving significant results through their holiday email campaigns.
MS Society needed its email to do a better job driving donations during the year-end holiday-donations timeframe. In the past, email had been viewed and used as a workman-like tool. MS Society wanted to test more engaging content to see if that approach would help them meet business goals.
MS Society had already produced an interactive video for its annual “Christmas Appeal” holiday campaign. They repurposed this video to use directly in the email, with no additional production needed. The video highlighted the most compelling reasons why recipients should contribute, and even included a “donate now” link at the end to make it easy for recipients to give.
Not only was the Christmas Appeal email campaign much more engaging and inspirational, but it led to a 75% uplift in total donations over the previous year.
Bonus tip: Embedding video in email was once considered to be a difficult technical feat. But with some creativity and innovative technology, it’s easier than you think.
For the latest real-world ideas you can put into practice now, download our new guide, “9 Solutions (With Real-Life Examples!) to Retailers’ Biggest Headaches,” today!
Ulta Beauty executives challenged their email team to promote customer loyalty and generate higher sales through the channel. The team needed to simplify their processes in order to meet this challenge. With Liveclicker’s help, they were able to accomplish both goals.
They started with the Ulta Beauty “Year in Review” emails. These used to be a complex, labor-intensive effort. Now with Liveclicker, these emails are automatically populated with customers’ specific data. Streamlining the process helped both the team and the results. Ulta Beauty’s guests continued to open and engage with this email days after it was deployed and spent more time looking at it than other emails.
Ulta Beauty credits the sales success to elements in the email that show customers how much they shopped last year and the points they earned toward free products and services. Animation in the email, along with email personalization, creates a fun and engaging experience which customers love enough to open multiple times.
Bonus tip: You can use data, rendering and animated technology to show customers’ account balances and distance to the next reward or loyalty point level. Customers often respond to “you’re almost there” messages with additional purchases to reach the new threshold.
For the latest real-world ideas you can put into practice now, download our new guide, “9 Solutions (With Real-Life Examples!) to Retailers’ Biggest Headaches,” today!
Sun Tan City knows that engagement helps drive sales, so it is a strong measure of success for the brand’s email efforts. They frequently use polls, surveys, and other interactive elements to drive engagement that translates into sales.
For their Thanksgiving email, the team featured four different offers by creating a “scratch to reveal” promotion. Customers could have fun with the digital scratch-off, then link to the site to make purchases. Engagement rates were as high as 31.5% for this and similar interactive emails. Download the Sun Tan City case study to learn about their interactive poll success.
Bonus tip: Scratch-offs, polls, and other interactive elements help drive engagement and purchases. By mixing and matching elements, you can meet holiday revenue goals for your email program.
This week, the industry is buzzing with news about Amazon Prime Day 2019. While it’s too early to calculate the actual results, some early estimates show that Amazon will generate sales of $6.1 billion, which would be a $2 billion improvement over last year.
Not only are these numbers impressive, but they are more signs that the upcoming holiday season will probably be the biggest one yet. As you plan your 2019 holiday campaigns, check our blog for a series of posts with real life examples to inspire your own success.
Download our brand new holiday ebook for more real-life examples and ideas to help you maximize your revenues this holiday season.
We hope you’ve been enjoying our articles on holiday-related email marketing ideas, and that each one gives you valuable ideas you can use in your ongoing email marketing efforts. We enjoy providing specific tips and real-world examples, so stay tuned for additional updates, or you can always download our Holiday Email Personalization LookBook for more illustrated examples all in one place.
It’s time to focus on the next big holiday coming up: Father’s Day Email Marketing (June 16 for 2019).
By some measures, Father’s Day isn’t as big as it could be. According to research from the National Retail Federation, Americans spent a total of $23.1 billion on Mother’s Day in 2018. Yet for Father’s Day, that figure reached just $15.3 billion. Similarly, NRF found that where 86% of Americans celebrate Mother’s Day, only 77% do the same for Father’s Day.
To help make a bigger splash for Dad this year, here are 15 ways you can use advanced real-time personalization experiences in your Father’s Day email marketing campaigns this year (or for any holiday)!
15 Tips for Using Real-Time Personalization in Father’s Day Campaigns
Finally, become an email personalization ninja by combining many of these real-time advanced email experiences into one campaign or customer experience. You’re bound to create memorable, engaging, simply-can’t-resist types of email experiences any father will appreciate.
Before we dive in to our next set of email marketing stats, here’s a little context. Our first article was intended to summarize email findings from 2018 or even a little earlier in order to show the state of email marketing and how strategies such as real-time personalization could make it even more effective.
While those statistics are still relevant and insightful, we wanted to look ahead and focus this post on email marketing stats in 2019 (and beyond), especially in the light of emerging business and technology trends.
Without further ado, let’s take a look at the latest email marketing statistics in 2019 and what they mean for the future.
Unlike many marketing channels that see declines in performance and results, email marketing is still an extremely popular—and effective—platform. Why should marketers continue to embrace email marketing in 2019 and the future?
At the same time, email is the undisputed champ when it comes to ROI.
To succeed today, marketers need to capture consumers’ attention on multiple screens, especially mobile devices.
We hope these statistics are helpful as you continue to think about new ways to develop and deploy email marketing campaigns in 2019 and beyond (hint: don’t forget real-time personalization!). We will continue to keep an eye on industry trends, so stay tuned for future articles on email marketing statistics.
In our first Mother’s Day article, we highlighted U.K. retailer Marks & Spencer’s recent success using real-time personalization strategies in its Mother’s Day emails and landing pages. These included the use of countdown timers to create shopping urgency and geotargeted maps to help consumers find the closest store to shop.
In our second Mother’s Day article, we want to offer five additional tips you can use to create engaging, memorable emails for Mother’s Day, Father’s Day, or any holiday.
Don’t miss your chance
According to the NRF, Mother’s Day was the fourth biggest consumer shopping event in 2018, trailing only “Back to School,” “Back to College,” and “Winter Holidays.” After looking at the results from holidays that have occurred in 2019, it looks like this trend will continue.
In this way, Mother’s Day represents a blessing and a curse. On one hand, these numbers are proof that shoppers are spending, and hopefully from you. But if they’re not, it means you must rise above your competitors to capture their attention.
To help, here are five ways any email marketer can use real-time personalization to create highly engaging, highly relevant, and highly effective Mother’s Day emails.
Last year, grocery giant Kroger created a fun Mother’s Day email that offered casual, catchy call-to-action buttons, such as “Get toasty” to promote a new salmon toast recipe and “Let’s get crackin’” in reference to an egg-inspired brunch.
Such an approach helped differentiate Kroger’s marketing, but the brand really took it up a notch by adding an interactive poll to its campaign. In this case, the email creative asked readers a specific question: “What are you getting Mom this year?” The email included one-click options such as flowers, chocolate, gift cards, and beauty products, and Liveclicker’s LivePoll advanced personalization experience actually displayed the responses in real time.
This experience connected with shoppers in new ways. Not only could they see how they measured against other poll responses, but they got valuable shopping ideas to make Mother’s Day truly special. Fun!
The idea of embedding videos into emails has always had a bad rap in email marketing, even though it’s it’s easier than you might think. It’s also extremely effective: Research shows that those brands that use video in emails experience open rate increases of 19% and click-through rate increases of 50% or more.
Get creative with video! Imagine the appeal of a Mother’s Day email featuring a video that celebrates all that mothers do or promotes a special Mother’s Day event at one of your stores or locations. No one else is doing this today, which makes it the perfect opportunity to cut through the marketing clutter and noise.
If you’d like to learn how three leading brands transformed traditional emails with embedded video, you can read their stories here.
If your company uses loyalty programs, consider personalizing emails by displaying account balances in the email itself. You can be even more creative by showing them how many more steps they need to hit a certain threshold, or what these points could get them today—two tactics that subtly promote spending.
You can even animate their account balances using our LiveRender advanced email experience. This becomes an effective way to show customers how far they’ve come—and how much they can gain. Specific tangible rewards are always much more attractive to consumers.
Just this week, someone asked me, “When is Mother’s Day this year?” It shows you how this day tends to sneak up on is, especially for shoppers already overwhelmed with school, kids’ sports, and so many other activities that consume our time.
Innovative marketing teams can communicate this using personalization capabilities that count down to Mother’s Day or put a reminder on their calendar. For example, you could let shoppers know the absolute last day they can order a gift and still get it delivered in time.
We recently wrote an article that showed how LG is using pollen counts—yes, pollen counts—to promote its line of air filters, washers, and other products.
This is possible with a real-time personalization capability that offers local weather forecasts within the email itself. Using this information, companies with outdoor products and services could offer a last-minute email to get them to attend. Similarly, if the weather is bad, other companies, such as restaurants, stores, museums, or theaters, and more, may consider sending an email to get people to come inside.
This Mother’s Day, make the most of the moment by engaging your audience with personalized content and surprising new email experiences. When you think about it, such an approach really represents all of us “trying our best,” an outcome any mother would appreciate!
As an allergy sufferer, sometimes I think we should change the saying, “April showers bring May flowers,” to “April showers bring … a whole lot of pollen.”
Okay, I realize my version doesn’t rhyme, or even have the right number of syllables, so it will never replace the original. Yet, pollen is still a real part of spring, and an inevitability that millions of people with allergies are very aware of—and dread—each year.
For innovative email marketers, pollen doesn’t have to be bad news. Instead, with a little creative thinking, you can use this annual event as a new way to create personalized campaigns that connect with consumers in ways they may not expect.
Even better, using pollen counts can be an effective approach for a wider variety of industries and brands that you might at first think. So even if your company doesn’t sell allergy medicine—or even anything for the outdoors—you can still use weather conditions to your advantage.
Leading electronics and appliances retailer LG recently came up with a great way to incorporate pollen counts into its email campaigns.
In this case, LG used Liveclicker’s LiveForecast advanced email experience to personalize emails with five-day forecasts of expected pollen counts in the recipient’s city or region. More, these forecasts were displayed with color coding and a custom graphic, both of which would quickly catch a reader’s attention. For example, on the worst days, the graphic would include a red bar with the words, “Pollen level: Very high,” while the custom graphic displayed more pollen than other days.
The entire creative was set against a backdrop of a blooming cherry tree just beginning to shed its early flowers (just looking at it makes my eyes water) and displayed an industry seal to demonstrate that LG’s products are officially certified to be asthma and allergy friendly.
Why would an appliance and electronics company like LG create this type of email, especially considering it sells products designed for indoor use?
It turns out they had a very good reason. LG created this real-time personalization experience to promote its line of washing machines, air purifiers, and other LG products that could help reduce pollen and other common household allergens.
This innovative email approach led to a new way to connect with consumers, “warn” them that they could be facing an upcoming pollen problem, and then demonstrate just how LG products could help them overcome these potential issues. Clever…and very effective!
On one hand, personalizing emails with pollen counts and other weather conditions may seem too specific, or not an approach every company can use. Yet creative marketing teams in a wide variety of industries can use this real-time information as an effective marketing tool.
Some other powerful use cases:
As you can see from the LG example and the suggestions above, there are many different ways to use pollen and weather forecasts in your email marketing campaigns. Don’t forget, you can use these forecasts in either situation—when pollen is high or low—giving you a rare win-win opportunity.
As an email marketer, you know how important it is to use real-time personalization to create engaging, effective email experiences. Yet the bar is constantly being raised, especially as your competition catches on.
This means you need to be more creative in your email personalization strategies and constantly consider innovative new approaches. (For example, who could have guessed that weather conditions could be used to create great marketing emails and even solve specific business challenges?)
Now you can improve personalization—and stand apart in the inbox—by embedding customers’ order tracking information right in your order confirmation email.
According to Narvar’s “Consumer Report 2017, Bots, Text, and Voice: What Cuts through the Clutter” report, 73% of consumers ranked order tracking as one of the most important messages they receive from retailers. That’s why we developed LiveTracker to give retailers and e-commerce companies a way to give their customers the experience they crave.
LiveTracker enables customers to track an order directly within a confirmation email or landing page. Unlike past approaches that added tracking links that took recipients away from your email (and usually to a third-party shipping site), embedded order tracking now lets you present a complete view of all the information customers need, all in your email.
This creates an engaging, helpful email experience your customers will appreciate. Just as importantly, it keeps them in your email longer and gives them a reason to open it again and again. That means marketers have more opportunities to cross-sell/upsell, solicit further engagement, and drive traffic to relevant content.
Many leading brands are already taking advantage of LiveTracker capabilities to add complete shipping details within their emails or custom landing pages.
For example, LEGO’s order confirmation email built excitement by letting customers know their order was on its way, and included their specific tracking number and the scheduled delivery date.
LEGO’s marketing team even had a little fun by creating a custom graphic that used LEGO’s iconic bricks in a new way to show the progress of the overall shipment. The email even included complete tracking details from the shipping provider, so recipients could see exactly where their order was.
BistroMD also used LiveTracker to create highly personalized emails through the use of order-tracking information. The BistroMD campaign quickly caught the reader’s eye with a prominent headline that let them know their order had shipped.
From there, the email creative used first name personalization and served up everything the customer would want to know, including product order information, order-tracking details, and a custom graphic to show progress of the shipment.
Email marketers have to do all they can to stay a step ahead of the competition and focus on connecting with customers in new and meaningful ways. This means they need to be as creative as possible with real-time personalization tools and strategies.
Embedding order tracking information in emails is a proven way to deliver more engaging customer experiences—and one that encourages consumers to continue to buy your products and services.
Feeling inspired by these awesome examples? Find even more ways to incorporate real-time personalization into your emails with our latest ebook, Automating Personalization: 5 Ways to Scale Relevance in Your Email Marketing.
While not an official holiday along the lines of Valentine’s Day or St. Patrick’s Day, April Fools’ Day is still a great opportunity for marketers to get creative and send emails that will capture consumers’ attention and stand out in the inbox.
For example, Redbox (the movie rental kiosk company) recently sent a memorable April Fools’ Day email campaign that announced its latest rental experience—just for pets!
A Redbox email featured an image of a smaller movie rental box that, if you fell for the prank, seemed to be the perfect way for pets to pick up a movie (presumably to unwind after a long day in the office). The email announced this new service as “Petbox,” and promised that this service would provide “the latest movies and games your pet will want to sit and stay for.”
As extra detail, the email creative even highlighted some pet-related movies titles, and included a custom hashtag, #Petbox. Clicking on any part of the email took recipients to a custom landing page where the campaign was revealed to be an April Fools’ Day joke.
How can you create an April Fool’s email campaign? First, commit to the process and make it as effective as possible by brainstorming with team members, developing a winning strategy, and exploring new ideas. This is the fun part of process and can generate many creative ideas.
At the same time, you should be careful in how far you take it. Consider your company’s brand, culture, and overall risk appetite. If you think your executive team would not approve of a prank email, especially if it misses the mark, you may want to err on the side of creating a safe, less edgy April Fools’ Day email.
A retailer recently attempted an April Fools’ Day email prank that … well, let’s just say it didn’t go as expected.
This brand wanted to creatively celebrate April Fools’ Day and even put a special discount in its customers’ hands. It created an email with a subject line that read, “Thanks for your order!” and inside included an image that appeared to show a receipt of purchased items.
Recipients had to look a little closer to see that the headline read, “Your Receipt from the Future,” and realize that this was actually a discount coupon.
Unfortunately, as clever as this email was, it required too much work from its audience. Also, with so many data breaches, identity theft, and fraud, many recipients thought that their credit card information had been stolen, or even that forgotten items in an abandoned shopping cart may have been ordered after the fact.
When it comes to creating memorable, engaging email experiences, surprising your customers and prospects is the goal. Confusing or irritating them … not so much.
If you’re looking for a little inspiration for a future April Fools’ email prank, think of the potential in using any one of Liveclicker’s advanced email experiences. For example, you could:
We hope these examples and tips will inspire you to use April Fool’s Day emails in a creative way to engage your audience (and drive sales!)
If you’re looking for even more holiday-related tips and best practices, for any holiday, download our Holiday LookBook today.
Everybody loves St. Patrick’s Day!
After all, what’s not to love about a holiday that inspires an entire community of consumers to have a little fun? For those marketing teams that get it right, St. Patrick’s Day can be a great way to market products and services that go hand in hand with this holiday. Yet even those brands with less obvious connections to St. Patrick’s Day can still get creative to improve marketing and sales results.
Why is this? The typical St. Patrick’s Day consumer is ready to celebrate and may only need a slight push to purchase additional products to make the day even more special. Much like Valentine’s Day, this holiday gives email marketers a unique opportunity to stand out in the inbox and capture their audience’s attention.
So this year, before you partake in any corned beef and cabbage (or possibly even green beer!) devise a winning St. Patrick’s Day marketing campaign. To help get you started, here are three St. Patrick’s Day examples that can bring your email marketing results to a whole new level.
Chico’s, the women’s clothing and accessory retailer, created a St. Patrick’s Day campaign that urged recipient’s to “Give Green a Go.” The email creative included copy that promoted St. Patrick’s Day while displaying Chico’s latest, most appealing fashions in the color green.
The email also featured Liveclicker’s LiveMap advanced email experience functionality to direct consumers to the closest Chico’s store, and further motivated them with a compelling 40% off St. Patrick’s Day discount. Now who could refuse that combination?
Key takeaway: Show them! Display specific product images from your website so they can see exactly how they’d look on such a festive day, and create urgency with special holiday discounts.
Hot Topic, a multichannel retailer that uses many pop culture references in its apparel and accessories, captured customers’ attention by creating a fun St. Patrick’s Day game that would appeal to the specific demographic that shops at Hot Topic.
In this case, Hot Topic created an email that encouraged recipients to try to catch an animated leprechaun. When a consumer successfully clicked on the leprechaun, the LiveReveal advanced email experience revealed a specific discount. It was fun, but more importantly it created an engaging experience that encouraged recipients to click (and then shop).
Key takeaway: Get creative by personalizing emails with animations and other engaging email elements. It all adds up to an experience customers will love—and act on.
Just like the Times Square countdown clock, Liveclicker’s LiveTimer can be used to create emails that generate excitement as they count down to any holiday. Not only does a countdown timer build suspense and create urgency, but when used in the right way, they can help generate impressive results—and revenue.
For example, consider a restaurant in Boston, New York, Chicago, or any other city with a large Irish population. This restaurant—or any other company—could create an email using a LiveTimer countdown clock to promote a special St. Patrick’s Day event. In this case, when the timer hits zero, the email would then reveal a special promotion or discount, which would generate increased interest, traffic, and ultimately, more business on the actual holiday.
Key takeaway: Engage your audience with a countdown clock—or other creative advanced email experience—to deliver new experiences that will motivate your recipients to take action.
Hopefully, these tips and examples will inspire you to devise some new strategies that could help you improve your next St. Patrick’s Day campaign.
Yet remember, any holiday can be a perfect reason to get creative and have fun with your email marketing efforts. If you’re looking for even more holiday-related tips and best practices—even for made-up holidays!—download our complete holiday LookBook today.
We all know how effective email marketing can be, and that it only gets better with personalization. Here are 21 email personalization stats that show you where the future of email personalization is going—and how you can get on board.
Email personalization can be a powerful advantage – if you use it to its full capabilities. Liveclicker’s advanced email experiences deliver so many innovative ways to personalize email messages, create new email experiences that delight customers, and help your company achieve significant email results.
Interested in learning more? Stay tuned for additional Liveclicker blogs where we highlight more examples of innovative personalization strategies.
Happy Valentine’s Day!
Some love it, some … well, let’s just say they don’t love it as much. No matter how you feel about this holiday, as an email marketer, you should embrace it for the opportunity it presents.
To be clear, we are not talking about Valentine’s Day in the context of being the perfect holiday for just those brands that sell chocolate, flowers, wine, or other gifts romantics love to send and receive. Instead, this article will show you how you can use Valentine’s Day (or any holiday) to get creative and deliver something your subscribers might never expect to see in their inbox: a highly personalized email they actually want to receive.
A new email approach may even lead to a whole new relationship with your customers and prospects. You’ll stand apart from the competition, impress your recipients, and transform even the most cynical transactional shopper into a starry-eyed, loyal brand advocate. As an email marketer, isn’t that what you really wanted this Valentine’s Day?
We realize you may have already sent a Valentine’s Day email campaign this week (if so, good luck!). But keep in mind that the concepts of creativity and pushing the boundaries of traditional email marketing with innovative new technologies and strategies are not exclusive to this holiday.
Here are three real-world examples of how three industry-leading brands successfully reconsidered stale, “same-old” email approaches.
So put down that box of chocolates, and start planning your next great holiday campaign.
Industry-leading floral and gourmet foods gift retailer, 1-800-Flowers partnered with Liveclicker to develop an extremely creative Valentine’s Day marketing campaign.
1-800-Flowers’ marketing team used Liveclicker’s advanced email experience tools to add a poll question directly to the email creative. The poll featured a gender-specific question. For example, women were asked “What is your favorite bouquet?” 1-800-Flowers made the results available in the email, and even used response data to create personalized re-targeting messages to promote appropriate products to the opposite gender.
If the company was looking to create an interactive, fun, and effective email, it achieved all of these goals—and more. Recipients loved the overall experience and appreciated receiving shopping tips that were sure to be well received. Mission accomplished!
Interested in learning more about 1-800-Flowers innovative Valentine’s Day campaign? It’s just one of dozens of best practices you’ll find in our LookBook.
M&S Foods also got creative, but in a slightly different way. The company created customer chemistry with custom-crafted dynamic elements.
They used a rotating slideshow to showcase each tantalizing course of their special Valentine’s Day packages (steak with heart-shaped butter? LOVE!). Further down, a fully-embedded recipe video empowers subscribers to make a simple, delicious breakfast-in-bed dish of their own for a loved one.
National Express, Britain’s leading travel and transport company, improved its email marketing by including many different advanced email experiences in its Valentine’s Day campaign. The company started by personalizing the subject line with the recipient’s first name, but also included a heart emoji to make sure the message stood out on such a special day.
Once recipients opened the email, they were greeted by an email creative that featured animated hearts. This artistic touch continued to capture the reader’s attention and impress them with National Express’ creative capabilities.
The offer was cleverly tied to Valentine’s Day—“We’re here to bring you together with the people you love”—it read. It also offered another innovative component: pulling in images from Instagram to encourage customer engagement on social media.
Looking for other ways to use advanced email experiences to create exciting email campaigns that truly stand out?
Again, it doesn’t matter if you’re planning next year’s Valentine’s Day campaign now, or looking to improve the overall experience for any email. Consider any of these tips:
We hope these examples and tips will help you improve your next holiday campaign. For even more holiday-related tips best practices, please download the Holiday LookBook today.