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Environment Layers Compound Email Rendering Complexity (Fig. 11 from "Email Marketing Rules")

Environment Layers Compound Email Rendering Complexity (Fig. 11 from "Email Marketing Rules")

Increasing Engagement by Mailing Inactives Less Often (Fig. 5 from "Email Marketing Rules")

Increasing Engagement by Mailing Inactives Less Often (Fig. 5 from "Email Marketing Rules")

CNN requires that people register with their site in order to receive emails and participate in the CNN community and part of that process includes an opt-in confirmation request email. That email carries a copyright of 2007—which means that it hasn’t been updated in five or so years. That’s a lifetime in the world of email marketing and it shows in this email, which doesn’t have the current CNN logo and could benefit from sharper copy.

CNN requires that people register with their site in order to receive emails and participate in the CNN community and part of that process includes an opt-in confirmation request email. That email carries a copyright of 2007—which means that it hasn’t been updated in five or so years. That’s a lifetime in the world of email marketing and it shows in this email, which doesn’t have the current CNN logo and could benefit from sharper copy.

Anatomy of a Typical Email (Fig. 3 from "Email Marketing Rules")

Anatomy of a Typical Email (Fig. 3 from "Email Marketing Rules")

Bonobos >> sent 1/19/14 >> An Open Letter to Coach Harbaugh >> Seeing an opportunity when the 49ers’ coach’s wife publicly complained about his ill-fitting pants, Bonobos engages in some newsjacking with this "open letter" email. It’s funny while ending with a serious offer, has a strong social call-to-action through the #GetHarbaughInBonobos hashtag, and offers a break from their typical promotional messages. —Amanda Miller, Marketing Consultant, Salesforce ExactTarget Marketing Cloud

Bonobos >> sent 1/19/14 >> An Open Letter to Coach Harbaugh >> Seeing an opportunity when the 49ers’ coach’s wife publicly complained about his ill-fitting pants, Bonobos engages in some newsjacking with this "open letter" email. It’s funny while ending with a serious offer, has a strong social call-to-action through the #GetHarbaughInBonobos hashtag, and offers a break from their typical promotional messages. —Amanda Miller, Marketing Consultant, Salesforce ExactTarget Marketing Cloud

Последнее письмо отчаяния, когда компания безуспешно сначала призывала купить, потом хотя бы посещать сайт. И вот наступил последний рубеж: компания интересуется, хочет ли человек получать рассылку дальше. И это верное решение: пусть клиент отпишется от рассылки в таком письме, чем потом в сердцах определит ее в спам.

Последнее письмо отчаяния, когда компания безуспешно сначала призывала купить, потом хотя бы посещать сайт. И вот наступил последний рубеж: компания интересуется, хочет ли человек получать рассылку дальше. И это верное решение: пусть клиент отпишется от рассылки в таком письме, чем потом в сердцах определит ее в спам.

LifeWay’s email signup confirmation page carries a 2011 copyright and could benefit from some updating. The page squanders the opportunity to further engage new subscribers by not offering even a single call-to-action or doing any additional expectation setting for their email program. Suffering from a bad case of Back Alley Syndrome, this lonely page doesn’t even have Lifeway’s standard website navigation bar or footer.

LifeWay’s email signup confirmation page carries a 2011 copyright and could benefit from some updating. The page squanders the opportunity to further engage new subscribers by not offering even a single call-to-action or doing any additional expectation setting for their email program. Suffering from a bad case of Back Alley Syndrome, this lonely page doesn’t even have Lifeway’s standard website navigation bar or footer.

Fab.com >> 9/2012 >> preferences/unsubscribe page >> Fab gives their subscribers lots of control over the frequency at which they receive emails. They can select which days of the week they get sale notifications, as well as indicate which weekly shops they are interested in. —Melinda Krueger, Senior Marketing Consultant, Marketing Solutions, ExactTarget

Fab.com >> 9/2012 >> preferences/unsubscribe page >> Fab gives their subscribers lots of control over the frequency at which they receive emails. They can select which days of the week they get sale notifications, as well as indicate which weekly shops they are interested in. —Melinda Krueger, Senior Marketing Consultant, Marketing Solutions, ExactTarget

Starbucks >> sent 11/6/13>> An offer just for you: 50% off your handcrafted espresso drink >> Starbucks takes first-name personalization to the next level in a very on-brand way by adding the recipient’s name to the image of the cup in this email. It connects the email experience directly to the store experience, where baristas write the customer’s name on their cup. —Hannah Downey, Design Consultant, ExactTarget

Starbucks >> sent 11/6/13>> An offer just for you: 50% off your handcrafted espresso drink >> Starbucks takes first-name personalization to the next level in a very on-brand way by adding the recipient’s name to the image of the cup in this email. It connects the email experience directly to the store experience, where baristas write the customer’s name on their cup. —Hannah Downey, Design Consultant, ExactTarget

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