Graze makes sure to be present in a customer's inbox, even between new products and promotions. It sends a notification email each time a customer's box is dispatched and invites them to take a peek at what's inside, creating a sense of anticipation around the product and letting the customer think about the brand. After each box, Graze will then send another email inviting the customer to “evaluate or rate their box”. This process allows customers to rate whether they have “liked”, “liked” or would like to “trash” the snacks in their old box. This gives the customer a sense of control over their deliveries, allows them to interact with the website and discover new products and, of course, provides Graze with more practical data with which to personalize their products and emails. An email from Graze inviting a customer to "rate or rank" their most recent box. It contains a photo of each product in the box, with a set of four buttons below: BIN, TRY, LIKE and LOVE. The email invites the customer to “rate in 1 click”. Discounts and offers As a Graze customer, it pays to keep an eye on your inbox, as Graze will often send you emails with offers and discounts to keep you happy with Grazing. It's an advantage to be a loyal customer, but it can also be an advantage to take time off; if you decide to stop ordering at any time, but do not discontinue your email subscriptions, Graze will send you offers of discounted boxes in an attempt to entice you to return to Grazing. (It worked on me a number of times). And in 2013, Graze customers who paid attention to their emails were treated to a taste of Graze's new breakfast E-Commerce Photo Editing Service boxes. These emails were cleverly crafted to create a sense of intrigue, with the subject line simply saying "ssshh..." and the email only containing an image of a key, above a code and a URL: graze.com/breakfast. Giving customers previews and early access to new products rewards them for brand loyalty and makes them feel like they have access to insider information. The way Graze designed the email gave the impression of being told about a special secret and generated excitement around the new product launch. A screenshot of an email with the subject line "ssshh..." The email features the Graze logo in the upper right corner and an image of a key in the center. Below is the code 71F5JZV with an arrow pointing to the URL where it can be used: graze.com/breakfast. Customer interaction In the fall of 2012, Graze sent an email to all current and former customers inviting them to complete a survey about their experience with Graze, with the reward of three half-price Graze boxes for completing it. This prompted customers to give their opinion to the company, in some cases rekindling their interest in Graze, and made them feel that their opinions were needed and valued. Graze has also held numerous “championships” and “awards” where customers can vote for their favorite Graze snack, with winners announced via email and social media. Again, this allows customers to interact with the brand while providing the company with valuable data on what their customers prefer, and potentially bringing back those who have strayed from the brand to try new products.

Graze, the snack company that provides nutritious snacks in thin cardboard subscription boxes, has become a fixture in offices, homes and supermarkets thanks to a range of clever marketing techniques. From maintaining a fun and interactive social media presence, to maintaining an active blog with nutritional tips and recipes, to creating business partnerships and direct mail offers, Graze has used nearly every channel available. with maximum effect. Perhaps most impressive of all, however, is its consistent and engaging use of email marketing to keep customers coming back to its products. Email marketing remains one of the most effective marketing channels, and Graze has put a lot of time and attention into making sure things really work. I received my first Graze box in the spring of 2012, and although I've taken a number of breaks since then, Graze has brought me back again and again with timely and enticing offers in my inbox. So what makes Graze so good at email marketing, and what can we learn from their techniques? Fun and accessible styling Whether it's emailing a potential new customer inviting them to try a free box of snacks or letting an existing Grazer know about the great snacks available, Graze always keeps the style of its emails straight. light and relevant emails. A writer Image Masking Service at Elephant Creative recalled that they were introduced to Graze through a marketing email that was “refreshingly simple English. It was clean and clear and stood out in a sea of ​​spam. Of course, it didn't hurt that the email offered a free box of Graze snacks with the promise of a second box for half price after that, but even when you have a great deal to offer, delivery can be the key. A screenshot of an email offering a "free snack box from graze.com". It reads: “Hello reader, Graze would like to offer you a totally free box (and a second prize at half price) to see how much healthier you can snack. delicious every time." Below is a flowchart titled "how it works" with four detailed steps. 1: Claim your free box and tell us your favorite foods. 2. We ship your free box to any which address in the UK (work or home) 3. you eat healthier food 4. and cut down on biscuits This is accompanied by an illustration of a biscuit in a waste paper bin. Graze's initial email above clearly outlines the terms of the offer and what the customer will get, and peppered with humorous little asides about healthy eating and 'cookie reduction'. Even the fine print at the bottom, which is normally an excuse for companies to hide vital information in an incredibly dense ocean of language, is clear and easy to follow.

Email marketing starts with deciding what call-to-action you want to include and therefore what goals you set for each campaign. It has been observed that a call to action button can increase conversion rates by up to 28%, compared to a text link. This means that a button can increase the chances of turning a recipient into a customer, which is why it requires the right amount of testing until you find the best option. A call-to-action button should be placed in the most strategic position to make it easier for recipients to take the next step. Even the choice of color can affect the conversion rate, depending on the psychology of the user and their reaction to each color. Additionally, a call-to-action button should be clear, without confusing recipients. Each email campaign should have a specific CTA to ensure it doesn't hijack from the original plans. For example, if you want to increase awareness of a product, you should create a call-to-action button that encourages users to learn more about it or even get a free trial. There is no need to add any other CTAs about an additional ad or new report. These can be part of a different email campaign. Decide on the frequency It is estimated that sending four emails per month instead of one increases the chances that consumers will open more than one email. Whether a campaign involves a single message or a series of emails, you need to decide how often you will contact your audience. Even if you plan to send an email for the promotion of your new product, you must make sure that you do not send other emails for different campaigns E-Commerce Photo Editing Service on the same day, otherwise you may get bored and lose subscribers from your list. . Start by planning your monthly email campaigns and be consistent with the frequency. This way, your recipients know what to expect from you, which increases the chances of maintaining their interest in your messages. The measure The three most popular metrics for email marketing are: The opening rate Click-through rate (CTR) To unsubscribe screenshot-2017-01-26-at-00-24-50 Image: Get Response An analysis of these three elements can offer useful insights into each email campaign, as they indicate whether a campaign is interesting enough to convince recipients to open an email and, importantly, whether they are also interested in click on the CTA. On the other hand, if a campaign leads to an increase in unsubscribes, it means that it lacks the necessary context, which may require further thought on how to adjust your future email campaigns. Email analytics can go beyond these three metrics and each platform has its own way of measuring success, but these three can be a great starting point for every campaign, helping you understand your audience. and to determine whether your message reaches its recipients. Additionally, conversion rates are an important type of metric, with 60% of marketers considering it the primary method of evaluating email effectiveness. It's a useful way to tie email marketing to your overall marketing goals, finding the best way to track email campaigns and tying them to how recipients react to them. Overview As 92% of adults online use email, with 61% using it on average daily, a business cannot ignore its potential as part of a marketing campaign.

Email marketing may not be new, but it's still effective, so it's time to dive into the best ways to master it to improve marketing success. Email marketing isn't always a marketer's first choice when planning a campaign, but it's still powerful enough to be an important part of a marketing strategy. It's an attempt to understand what it is, how it works, and how a brand can take advantage of its benefits. Definition Email marketing is a way to reach consumers through direct email. It is a direct method of written communication that aims to reach a targeted audience for the promotion of a campaign, product or service that could be useful for the recipient. Unlike spam, context is crucial for every email because its effectiveness depends on capturing the recipient's attention. The goal is to add value and convince a consumer to take further action with the right incentive. Its low cost compared to other forms of marketing does not make it an easy method to reach consumers, as it always requires the right strategy to achieve the desired results. However, email marketing has the potential to be a key part of a marketing strategy, provided a business follows all the necessary steps when starting a new email marketing plan. Four tips for getting started with email Image Masking Service marketing Build a list The first step in an email marketing campaign is to build a list that will serve as your target audience from now on. It's not just about adding email addresses to a list, it's important to have the consent of the people you add to your list. How, then, can you build the mailing list? The most popular ways to convince people to join your mailing list are to add value or make an offer. People are less and less willing to share their email addresses because they already receive so many emails. Thus, you need to provide them with a solid reason to join your mailing list. Are they really better buyers? Are they more active, more loyal, committed over the long term? Some studies indicate that click-through and conversion rates are higher on COI listings; does this also apply to your list? Why validation is important In an industry where too many people view email as a mass communication channel instead of a one-to-one conversation, it's counterintuitive to use an acquisition plan that seems to limit your ability to add new subscribers. But in the long run, it can drive more high-value customers and reduce churn and waste that drain your acquisition resources. There's no better way to add followers (other than using permission, of course). The right path is the one that makes sense for your messaging and business goals and that your organization supports, backed by data.

Although email marketing automation aims to help you create a streamlined process among your emails, it is still worth evaluating it from time to time to gauge its performance and consider whether it needs to be changed. . Is automation bringing you closer to your goals? How do people respond to your emails? Is there any part of the process that can be improved? Since every audience is different, it's a good idea to monitor their automated process to see if it's contributing to a successful E-Commerce Photo Editing Service email marketing strategy. 6. Make subscription and unsubscription obvious It is frustrating for users to keep looking for the option to unsubscribe from an email they are not interested in. Thus, it is better to have a clear display with all their options available. Just as you add a CTA button to encourage further clicks in case they are interested in the content of the email, you should also provide an easy unsubscribe process. While this means you increase their chances of opting out, it also means you only retain those who are genuinely interested in your content. Overview Email marketing automation can be a very useful ally in your marketing strategy, provided you find the right balance between automated messages and personalization for each segment of your contacts. Even though the initial planning may seem long, the benefits should give you extra motivation to work towards an efficient process that will help you achieve all the goals you have set for yourself.

Email marketing is targeted, based on consumers' past digital behavior. "We're targeting past purchase behavior - over the consumer lifecycle - not just the purchase lifecycle, but also [taking into account whether customers] are new to the website," says Castresana. “Are you a first or second buyer, or are you a VIP who has already purchased six times? “We personalize by category, showing you categories and product families – i.e. dresses, shirts and jeans that the algorithms suggest are the categories you are most likely to buy. “These are not just related products, but families: for example, we could have two best-selling jackets, one is crazier, the other more mainstream. » To demonstrate this, Castresana opens her jacket to reveal a shiny multi-coloured lining, with the asymmetrical swirls typical of Desigual's creations. “We let you choose, because we don't know what kind of madness you have. » This interview with Desigual CMO Borja Castresana took place at the Modern Marketing Summit at Mobile World Congress in Barcelona 2017. For more interviews and MWC coverage, see: Sears: The Holy Grail combines data, mobile, marketing and merchandising E-Commerce Photo Editing Service How video storytelling and mobile transformed Shell's business marketing Lufthansa on virtual reality and the transformation of an aircraft into FlyingLab Why mobile video is massive and other lessons from Mobile World Congress 2017 Andy Favell is ClickZ's mobile columnist. He is a London-based freelance mobile/digital consultant, journalist and web editor. Reach him via LinkedIn or Twitter at Andy_Favell . See above for three examples of recent email campaigns opened on a smartphone. Email has seen one of the biggest shifts to mobile, Castresana explains: “We know that our emails are mostly read on mobile – around 70%. “So we wondered when is the best time to send an email? What formats and creatives perform best when considering mobile playback? We use A/B testing to see what works best. “[For example, we suggest:] send it at 7am so it's the first email you wake up to read… And yes, that's a good time. »