Email marketing works best when you are focusing on making your subscribers happy and building relationships with each email campaign. A happy email subscriber is an engaged one; it’s not just about selling, it’s also about telling a story, your brand’s story, and building a community around it. In the age of too much information, an email marketing campaign created for engagement purposes can really do wonders.
Here are 3 examples of brands doing a fabulous job at engaging subscribers, and building a strong community.
1) Mention – The Social Brand
Mention is a French monitoring application that can be used for both personal and professional use. It’s not as powerful as the big boys such as Radian 6, Sysomos or Brandwatch, however Mention does a great job at tracking a brand’s real-time online mentions via their nifty app. Mention recently email their user-base to introduce their new community manager; I was completely disengaged with the tool, but this email put them back on my radar.
2) Lady Gaga: Snippets from the community
Lady Gaga may be a pop princess, but she’s undoubtedly the queen of social media. As a member of Lady Gaga’s Little Monster online community, members are invited to share their pictures and stories. This carefully curated monthly newsletter, features stories uploaded by her fans. So if you haven’t visited the community for a while, you’ll certainly be temped too.
3) Diesel – Integrated Marketing Strategy at its best
Clothing brands are increasingly attempting to appealing to consumers’ emotional reasoning by creating whole news lifestyles around their brands. Successful Living has been Diesel’s tagline for the past couple of years, and it seems that they are attempting to reinforce the positioning online with the launch of their ‘pop up’, encompassing music, fashion and art. This email was their launch email, which also encourages subscribers to check out the Diesel Village website and Tweet using the #DieselVillage Hashtag
What are your top tips for creating engaging emails?