Email marketing is here to stay. In fact, it’s such an important part of online marketing that 59% of B2B marketers say email is the most effective channel in generating revenue.
But which business had the best email marketing campaigns of 2012? Who was the top dog when it came being the most read and most engaged when it comes to email? Here are some of the stand-outs from the past year:
NFL.com Wins MarketingSherpa Email Awards Best In Show
With over 50% of the NFL database comprised of mobile email users, a responsive design email template was created for this newsletter to make it mobile-friendly – and easy view and scroll with a touch of a finger.
MarketingSherpa also had their own Best of Email Marketing Awards this year. The “Best in Show” winner was NFL.com for their use of content marketing with their newsletter (this email was also winner in the Best Personalization/Segmentation category).
This email marketing campaign was created to engage with fans by informing them of the current week’s NFL news and remind them of the upcoming NFL games. The goal was to make this email as relevant and targeted as possible by segmenting by a fan’s team and providing the fan with the most up-to-date, real-time content and information.
NFL.com was successful because:
- The email program saw an astonishing year-over-year 121% increase in opens
- A 9% increase in mobile opens
- A 26% increase in clickthrough rates
Best Application Service Provider Email
VerticalResponse’s first “daily deal-styled” email campaign generated $18,426.07 in revenue.
The Web Marketing Association takes into consideration over 86 industries and picks out the best email marketing campaigns of year. For this year, VerticalResponse was named king of the email for their ”Customers Get Their Deal On”campaign.
The campaign featured an eye-catching Groupon-esque email that explained the daily deal-styled sale and a widget that clearly spelled out the price, percent discount and dollar savings. The supporting splash page repeated the strong offer and added a compelling “Limited Time Offer” countdown timer.
The “daily deal-styled” email campaign generated $18,426.07 in revenue.
ModCloth and the Power of the Wish List
An MIT study showed that 90% of ecommerce leads go cold within one hour, but when remarketed to, spend 55% more!
Vintage-inspired women’s clothing online retailer, ModCloth, has become an online darling for their unique wares and email marketing campaigns. ModCloth utilizes the power of their “Wish List” to get people coming back to their website and shopping by reminding users of sales on their Wish List items.
The email is short, to the point, and has a CTA waiting for the user to click and land on the right page. If you’re looking for some repeat business, take a page out of ModCloth’s play book.
An MIT study showed that 90% of ecommerce leads go cold within one hour, but when remarketed to, spend 55% more!
Railey Mountain Lake Vacations Thinks Mobile
Revenue increased 120% when comparing the four mobile-optimized emails to the previous four non-optimized templates.
Another contender in the MarketingSherpa email marketing awards, Railey Mountain Lake Vacations looked toward the future for some inspiration and created a highly engaged campaign that won them the title of “Best Audience Engagement” with the help of mobile. Smartphone and tablet device users are set to outpace desktop users, and Railey Mountain Lake Vacations decided to take this huge growing number and cater to their needs by developing mobile email campaign templates.
What Was Special About This Campaign?
Since starting to use the mobile-optimized templates Railey sent out four emails (mid-June through
the end of September). In comparing the results from the previous four emails (March through mid-June), clickthrough rates and page visits on iOS devices increased 1,516%. Likewise, CTRs/visits on Android devices increased 164%. Bounce rates on iOS dropped from 48.76% down to 35.99%. But, most importantly, revenue increased. Revenue increased 120% when comparing the four mobile-optimized emails to the previous four non-optimized templates.
