2014 EMAIL LOOK BOOK
PERSONALIZATION
Today’s consumers have a lot of expectations. They believe marketers should know who they are, where they live, and what their buying behavior looks like. The more relevant you are to your subscriber, the more likely he or she is to open—and actually read (and maybe even click on!)—your emails. Personalization is becoming easier to achieve, as marketing automation platforms are now offering functionality to create better, more relevant email experiences with subscriber data.
INSTACART
SUBJECT LINE:
Dayna, Need More Asparagus?
Click to Enlarge Email
This email from Instacart, an online grocery delivery service, is a great example of behavior-based personalization. Instacart speaks directly to the recipient in the subject line by stating her name and mentioning an item that she previously ordered. Additionally, the body of the email contains a prompt to re-order some of her recently purchased items, making this email extremely relevant and timely. Finally, the layout is clean (lots of white space!), making the email easy to consume (no pun intended).
Click to Enlarge Email
KIEHLS
SUBJECT LINE:
You’re Invited: Healthy Skin Essentials Event
Click to Enlarge Email
This email from Kiehl’s uses location-based personalization to remain relevant to the customer, featuring an invite to a local event. Plus, Kiehl’s offers an extra incentive—a complimentary 20-minute facial, with chocolate! I mean, who doesn’t like chocolate? Also, notice the pre-header (the text above the Kiehl’s logo): They’ve even personalized/localized the phone number! By sending your customers offers in their local area code, you signal your appreciation, and your awareness of their location.
Click to Enlarge Email
FITBIT
SUBJECT LINE:
Your 2013 Fitbit Activity
Click to Enlarge Email
Fitbit is fantastic at sending personalized emails that speak directly to their subscribers in a language that is human. The example email on the right shows a personal milestone of the recipient—the number of miles she traveled in 2013. By helping your customers keep track of product usage, you are not only engaging them with relevant information, but also gently reminding them to keep using your product or service. This email is also very sharable. Notice the Facebook and Twitter buttons at the bottom of the message making it easy to tell your friends about your awesome Fitbit mileage.
