💯 How email will help you move from third-party data

Essence of Email Weekly‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌ Essence of Email Weekly Read in Browser Essence of Email Weekly Hello there, Looks like you may have missed last week's Essence of Email Weekly newsletter, so we wanted to send it to you in case it got lost in your inbox. Have a great day! EMAIL MARKETING How email will help you move from third-party data Source: Giphy We’ve all heard the news that third-party cookies are disappearing. As brands adapt to the privacy changes and look for ways to navigate them, one channel has emerged as a perfect medium for collecting and managing first-party data. Yes, you guessed it — we’re talking about email! Rewind: The marketing industry relied on third-party data too heavily. A study by Epsilon and Phronesis Partners indicated that 79% of digital advertisers were either very reliant or moderately reliant on third-party cookies. And this is bad, as the longer it takes for a brand to move to a first-party strategy, the more control Google and others will have over their data. Email marketing can help these brands collect consumer data directly. In addition, 51% of consumers say they prefer to be contacted by brands through email, so it’s a win-win situation. And collecting data doesn’t have to be an unpleasant experience as is often the case with third-party data collection. Email campaigns are a great opportunity to tune in with the customers and engage in a two-way conversation. Listen to what your customers say, gather data, then slice your email list into different segments based on subscriber information and preferences. Bear in mind that 71% of recipients expect personalized emails, while 76% are disappointed when they don’t get them. So, customers want brands to show that they know them. And here’s how they want brands to convey it through email marketing: Make it easy to navigate in-store and online (75%) Offer relevant product/service recommendations (67%) Tailor messaging to customers’ needs (66%) Offer targeted promotions (65%) Celebrate their milestones (60%) Send timely communications tied to key moments (59%) Follow up with customers after a purchase (58%) Personally address communications to recipients (54%) Send triggers based on their behavior (53%) Engage and onboard them when they buy for the first time (51%) Show up in their frequently visited websites/apps (40%) This can positively impact buying behavior throughout the customer lifecycle, as 78% of consumers are more likely to refer brands that personalize emails to friends and family, 76% are more likely to consider purchasing, and 78% are more likely to repurchase. It takes time and work, but it pays off. HOLIDAY MARKETING Creating a perfect Thanksgiving email Source: Giphy During November and December, your subscribers’ inboxes are likely to be overloaded, as brands increase their sends and try to promote sales. It can be difficult to stand out from the crowd during this time, but there are ways to be unique. Today, we’re talking about Thanksgiving emails . For tips on making them interesting and unique, check out the suggestions below: Keep your template simple. Don’t always be salesy — instead, send an email that just says “Thank you” or “Happy Thanksgiving”, without any promotion. This can help increase brand loyalty and it will remind your subscribers of why they subscribed in the first place. For these emails, warm imagery and gifs are always welcome. Reward your most loyal customers. Create a special email specifically for your most loyal customers. Include an exclusive offer or give them a chance to double their rewards on holiday purchases. Don’t treat them like the rest of your customers: show them how special they are. Remember to give them some extra time to redeem the special promotions, as they will naturally be more interested in spending the day with their loved ones. You can even give them early access to your sales. Remember to give back. This is the perfect time to show your customers what their purchases or donations have accomplished. And because holidays are all about giving back, it’s the perfect time to tell them about your cause and increase support. Showing that your brand is making a difference is a great way to inspire loyalty among your consumers. Capitalize on the holiday spirit. Use your Thanksgiving email as a chance to send a special welcome email to your new subscribers. This can be a personalized message from a leader in your company or a photo of your team with a friendly note. It’s an awesome way to start building your relationship. Mention Black Friday in the Thanksgiving email. In case you don’t promote any Thanksgiving sales, it’s worth mentioning Black Friday sales as a reminder in case your subscribers want to do some serious shopping after the Thanksgiving chill. For more details and email design examples, check out Mailjet’s blog post . Happy holidays! HOLIDAY MARKETING How often should you send emails during Black Friday? Source: Giphy Things are heating up and Black Friday is almost here. The big picture: Brands looking to promote sales during the holidays should not be afraid of increasing their sending frequency . Pathwire and Ascend2 polled email marketing teams and 27% strongly agree that their Black Friday promotions produce a significant increase in ROI; 50% moderately agree. Zoom in: Email frequency is also important. Here’s the typical Black Friday emails frequency: Multiple sends daily (17%) One send daily (16%) 2-6 sends weekly (27%) One send weekly (14%) More than one send weekly (26%) When it comes to the success of cadences, the most successful are multiple sends on the same day (42%), one send daily (21%), and 2-6 sends weekly (21%). What do we say? In our last Quarterly report , in which we gave tips for the BCFM season, we wrote about how, in addition to the sending frequency, the unsubscribe rates might go up during this period. To increase your sending frequency, but also make sure you’re not overloading the customers who don’t want to hear from you that much, you need to give them the option to update their preferences in addition to the “unsubscribe” option. Here are a few ideas: Allow them to snooze your emails for a set period of time. Our default is 30 days but you can optimize that for BFCM only and give them the option of snoozing BFCM content only — or include both. This is a great way to minimize unsubscribes and tailor your audience’s experience. Give them the option to choose when and how to be emailed based on content categories. Allow for multiple selections here and include sales and promos, new arrivals, tips & tricks, style guides, or informative content (blogs, case studies, reports). Let them choose the sending frequency. Allow only a single selection here. Give your audience the chance to choose preferences: monthly, 2x a month, weekly, or “Send me everything”. You should also include “Snooze all emails for 30 days” and/or “Snooze BFCM content”. Good luck! We hope your sales soar this holiday season. EMAIL DESIGN INSPO What Black Friday is all about Source: ReallyGoodEmails Musotoku , designers and builders of tattoo tools, are also designers and builders of great emails. They rocked this Black Friday promo! What’s good about it? We love the colors. The green text against the black background is giving off serious Black Friday (but also Matrix) vibes, plus it’s on-brand (check out their awesome website ). On top of that, the hero image rocks. Simple, without the CTA, and with the product print that serves the purpose of a hero copy as well. Or is it vice-versa? Witty! But, most importantly, the brand obviously values its customers. In the face of shipping infrastructure problems and package delays, they chose to be transparent and notify the customers in advance. And in order not to cause any inconvenience, they’ve started the sale earlier. As a bonus, they’re giving out some free goodies. What’s not to like?! Source: ReallyGoodEmails You are welcome to forward this email. If you were forwarded this email, click here to subscribe. EMAIL MARKETING SERVICES BOOK A CALL Copyright © 2021 Essence of Email Essence of Email, 26310 Bolton Trails Ln, Katy, Texas 77494, United States Unsubscribe