6 Great Email Marketing Campaigns Examples (As Chosen By Experts)

HubSpot Marketing
20 Sept 202106:32
EducationalLearning
32 Likes 10 Comments

TLDRThe video script discusses various effective email marketing strategies, emphasizing the importance of newsletters, lead nurturing, and transactional emails. It highlights how personalization and timely content can boost engagement and sales, with examples from companies like Robinhood, Zillow, and Zapier. The script also underscores the value of welcome and re-engagement emails, offering insights on maximizing open and click-through rates.

Takeaways
  • 🌟 Oscar Wilde's quote emphasizes the idea of learning from successful examples in email marketing campaigns.
  • 📰 Newsletters are the most common marketing emails, used by 81% of B2B marketers, and should offer valuable content to subscribers.
  • 🏦 Robinhood and Zillow use newsletters to keep users updated on financial news and house recommendations, respectively.
  • 🎭 Non-profits like Opening Act can leverage newsletters to showcase events and educational information, driving donations.
  • 🔍 Businesses with limited content can aggregate relevant content from other sources, as The Hustle Daily does for its tech newsletter.
  • 🤖 Lead nurturing emails are personalized and automated messages triggered by subscriber actions, like Zapier's email to Mike about using their service.
  • 🛍️ Lead nurturing can extend to retention emails, using customer experience data to engage subscribers, like Postscript's SMS marketing service.
  • 📧 Transactional emails are triggered by user actions in the purchasing process and often have high open rates, like confirmation emails from airlines and e-commerce sites.
  • 🛒 Cart abandonment emails can recover lost revenue by creating a sense of urgency, such as informing customers their free shipping is about to expire.
  • 👋 Welcome emails have high open rates and are an opportunity to offer discounts, set preferences, or encourage app downloads for new subscribers.
  • 🚀 The video encourages viewers to apply the techniques learned and share their results, suggesting a community of learners in email marketing.
Q & A

  • What is the famous quote by Oscar Wilde related to creativity and innovation?

    -Oscar Wilde famously said, 'Talent borrows, genius steals.' This quote highlights the idea that creative individuals often take inspiration from others' works, while those with genius make those ideas their own.

  • What percentage of B2B marketers use email newsletters as their primary form of content marketing?

    -According to the script, 81% of B2B marketers say that their most used form of content marketing is email newsletters, indicating the widespread adoption and effectiveness of this marketing strategy.

  • How often are newsletters typically sent out?

    -Newsletters are sent out at a regular frequency, which can range from daily to monthly, depending on the business and the audience's preferences.

  • What is an example of a company that sends a daily newsletter?

    -Robinhood, a retail trading giant, sends out its Daily Robinhood Snacks email daily to keep its users updated on the latest financial news that could affect their investments.

  • What type of content does the non-profit Opening Act include in its monthly newsletter?

    -Opening Act's monthly newsletter showcases events, educational information, and news from the students they serve, aiming to drive significant donations to the non-profit.

  • How does The Hustle Daily newsletter curate content for its over 1.5 million subscribers?

    -The Hustle Daily newsletter curates relevant content by thoughtfully summarizing the day's biggest stories in business and tech, along with providing numerous links to sources for readers to learn more if they choose.

  • What is the primary purpose of lead nurturing emails?

    -Lead nurturing emails are personalized messages designed to engage subscribers based on their past interactions with the sender, with the goal of guiding them through the sales funnel and eventually converting them into customers.

  • How can automated lead nurturing emails be triggered?

    -Automated lead nurturing emails can be triggered when a user performs a specific action on a company's website, such as signing up for a newsletter, downloading a resource, or making a purchase.

  • What is the significance of transactional emails in the purchasing process?

    -Transactional emails play a crucial role in the purchasing process by confirming purchases, providing necessary information, and sometimes offering additional services or recommendations, which can enhance the customer experience and encourage further engagement.

  • What is the typical open rate for confirmation emails?

    -Confirmation emails typically have some of the highest open rates, with up to 60%, due to their direct relevance to the customer's recent actions and the valuable information they contain.

  • How can businesses improve the success rate of selling to existing customers?

    -Businesses can improve the success rate of selling to existing customers by including cross-selling opportunities in their emails, leveraging the fact that the success rate of upselling to a current customer is 60 to 70%, compared to only 5 to 20% for new customers.

  • What is the recommended strategy for crafting a welcome email to new subscribers?

    -Welcome emails should be used to offer incentives such as discount codes, free shipping, or exclusive content, and encourage users to set their preferences, explore the website or app, or engage with the brand in another valuable way.

Outlines
00:00
📰 Email Marketing Campaigns Overview

This paragraph introduces the concept of email marketing campaigns and sets the stage for the video's content. It references Oscar Wilde's quote about talent and genius, suggesting that viewers can learn from the examples provided in the video. The speaker encourages viewers to check out the links for more inspiration and to engage with the HubSpot YouTube channel. It also reveals a 'secret' about the variety of marketing emails a company can send, such as newsletters, to enhance brand awareness, nurture leads, and boost sales. The paragraph highlights the prevalence of email newsletters among B2B marketers and provides examples of businesses that effectively use newsletters to deliver valuable content to their subscribers.

05:02
🛍️ Strategies for Email Marketing Success

This paragraph delves into strategies for successful email marketing, emphasizing the importance of personalization and relevance in lead nurturing emails. It describes how these emails should be tailored to the subscriber's past interactions and provides an example of an email from Zapier's CEO to a user named Mike. The paragraph also touches on the automation of lead nurturing emails and their effectiveness in the long term, as well as the concept of retention emails that engage customers by showcasing their experience with the service. Additionally, it discusses the role of transactional emails in the purchasing process, highlighting the high open rates of confirmation emails and strategies to improve order rates through cross-selling opportunities.

Mindmap
Keywords
💡Email Marketing Campaigns
Email marketing campaigns refer to the strategic use of email to promote products or services, build customer loyalty, and increase sales. In the video, this concept is central as it provides examples of successful campaigns that businesses can emulate or draw inspiration from to enhance their own marketing efforts.
💡Talent and Genius
The phrase 'talent borrows, genius steals' is a quote often misattributed to Oscar Wilde, which suggests that those with talent learn from others' works, while those with genius take and make them their own. In the context of the video, this sets the stage for discussing how businesses can 'borrow' or 'steal' successful email marketing strategies to apply to their own branding and customer engagement.
💡Newsletters
A newsletter is a regularly published summary of information, often used by businesses to keep their subscribers updated on company news, industry trends, or other relevant content. In the video, newsletters are highlighted as the most common type of marketing email, with a significant percentage of B2B marketers using them for content marketing.
💡Lead Nurturing Emails
Lead nurturing emails are personalized messages aimed at guiding potential customers through the sales funnel by providing them with relevant information based on their past interactions with the company. These emails are designed to build relationships and trust, ultimately leading to conversions.
💡Transactional Emails
Transactional emails are automated messages sent to customers in response to a specific action they took, such as making a purchase or signing up for a service. These emails typically include order confirmations, receipts, or password reset links and are triggered by a transactional event.
💡Cart Abandonment Emails
Cart abandonment emails are triggered when a customer adds items to their online shopping cart but then leaves the website without completing the purchase. These emails aim to remind the customer of the items left in their cart and encourage them to return and finalize the transaction.
💡Welcome Emails
Welcome emails are the initial communication sent to new subscribers, providing an opportunity to make a strong first impression and set the tone for future interactions. These emails often include a warm greeting, an introduction to the company or service, and incentives such as discounts or freebies to encourage engagement.
💡Retention Emails
Retention emails are part of a strategy to keep existing customers engaged and maintain their interest in a product or service. These emails can provide valuable information, highlight new features, or share user achievements, all aimed at enhancing the customer experience and preventing churn.
💡Content Curation
Content curation involves the selection and sharing of relevant, high-quality content from various sources to provide value to a specific audience. In the context of email marketing, being a good content curator means providing subscribers with a carefully selected mix of information that is both interesting and useful.
💡Open Rates
Open rates are a metric used in email marketing to measure the percentage of recipients who open a particular email. High open rates indicate that the subject line and sender reputation are effective in prompting recipients to engage with the email content.
💡Cart Recovery
Cart recovery is the process of re-engaging customers who have added items to their online shopping cart but did not complete the purchase. This is often done through targeted email campaigns or other communication strategies to remind customers of the items left in their cart and encourage them to complete the transaction.
Highlights

Oscar Wilde's quote on talent and genius is used as a metaphor for borrowing and stealing ideas in email marketing.

20 examples of email marketing campaigns are presented, encouraging viewers to borrow or steal ideas for their own use.

Newsletters are the most common type of marketing email, with 81% of B2B marketers using them as their primary content marketing tool.

Robinhood sends daily emails with financial news to keep users updated on market trends.

Zillow sends weekly emails with house recommendations based on user location.

Non-profit organizations like Opening Act use newsletters to showcase events and educational information, driving donations.

Businesses with limited content can still benefit from newsletters by curating relevant content for their audience, as exemplified by The Hustle Daily.

Lead nurturing emails are personalized messages that relate to the subscriber's past engagement with the brand.

Automation is key for lead nurturing emails, triggering them based on user actions on the site.

Retention emails, sent after a subscriber becomes a customer, use the user's experience to keep them engaged, as shown by the Postscript example.

Transactional emails are triggered by user actions during the purchasing process and often have high open rates.

Confirmation emails, such as those from airlines, provide important information and encourage additional services like Lyft Rewards.

E-commerce confirmation emails should focus on delivery status and include cross-selling opportunities.

Cart abandonment emails can recover lost revenue by creating a sense of urgency, as demonstrated by Rudy's example.

Welcome emails have high open rates and are an opportunity to offer discounts, set preferences, or encourage app downloads.

Win-back emails target lapsed subscribers, appealing to nostalgia or highlighting improvements since their last engagement.

The Email Newsletter Lookbook is offered as a free resource for those seeking more examples of successful email marketing.

Transcripts

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Email MarketingCampaign ExamplesNewslettersLead NurturingTransactional EmailsCart AbandonmentWelcome EmailsCustomer RetentionMarketing StrategiesPersonalization