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A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
Analytics for web or mobile app experiences can help determine the following:
Which online marketing channels are the most cost-effective at acquiring customers, based on the conversion rate of visitors to customers, and the cost of those visitors.
Which channels are effective at acquiring and driving higher lifetime value for customers — such as email marketing, which drives repeat purchases to prior customers.
Which cohorts of customers exhibit strong engagement behavior and high potential for upsells — such as software or mobile apps, which expect to sell more products to customers with high engagement.
Online Marketing Tools
There are a number of tools that can be used to build and maintain a robust online marketing program:
Email Marketing
Social Media Marketing
Search Engine Optimization (SEO)
Display Advertising
Search Engine Marketing (SEM)
Events & Webinars
A/B Testing & Website Optimization
Content Marketing
Video Marketing
Marketing Analytics
Marketing Automation
Customer Relationship Management (CRM)
Content Management System (CMS)ail marketing myths, experiments, and inspiration.
You probably receive enough emails as it is, and it's tough to know which newsletters are worth subscribing to, so we've curated a list of some of our favorite examples. Read on to discover some great email campaign examples and what makes them great -- or just skip ahead to the brands you already know and love.
1) charity: water
2) BuzzFeed
3) Uber
4) TheSkimm
5) Mom and Dad Money
6) Poncho
7) Birchbox
8) Postmates
9) Dropbox
10) InVision App
11) Warby Parker
12) Cook Smarts
13) HireVue
14) Paperless Post
15) Stitcher
15 Examples of Effective Email Marketing
1) charity: water
When people talk about email marketing, lots of them forget to mention transactional emails. These are the automated emails you get in your inbox after taking a certain action on a website. This could be anything from filling out a form, to purchasing a product, to updating you on the progress of your order. Often, these are plain text emails that marketers set and forget.
Well, charity: water took an alternate route. Once someone donates to a charity: water project, her money takes a long journey. Most charities don't tell you about that journey at all -- charity: water uses automated emails to show donors how their money is making an impact over time. With the project timeline and accompanying table, you don't even really need to read the email -- you know immediately where you are in the whole process so you can move onto other things in your inbox.
charity-water-email-example
2) BuzzFeed
I already have a soft spot for BuzzFeed content ("21 Puppies so Cute You Will Literally Gasp and Then Probably Cry," anyone?), but that isn't the only reason I fell in love with its emails.
First of all, BuzzFeed has awesome subject lines and preview text. They are always short and punchy -- which fits in perfectly with the rest of BuzzFeed's content. I especially love how the preview text will accompany the subject line. For example, if the subject line is a question, the preview text is the answer. Or if the subject line is a command (like the one below), the preview text seems like the next logical thought right after it:
buzzfeed_inbox
Once you open up an email from BuzzFeed, the copy is equally awesome. Just take a look at that glorious alt text action happening where the images should be. The email still conveys what it is supposed to convey -- and looks great -- whether you use an image or not. That's definitely something to admire.
Without images:
buzzfeed-email-example-1.png?noresize
With images:
buzzfeed-email-example.png?noresize
3) Uber
The beauty of Uber's emails is in their simplicity. Email subscribers are alerted to deals and promotions with emails like the one you see below. We love how brief the initial description is, paired with a very clear call-to-action -- which is perfect for subscribers who are quickly skimming the email. For the people who want to learn more, these are followed by a more detailed (but still pleasingly simple), step-by-step explanation of how the deal works.
We also love how consistent the design of Uber's emails is with its brand. Like its app, website, social media photos, and other parts of the visual branding, the emails are represented by bright colors and geometric patterns. All of its communications and marketing assets tell the brand's story -- and brand consistency is one tactic Uber's nailed in order to gain brand loyalty.
Check out the clever copywriting and email design at work in this example:
