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Email is one of the strongest mediums in the marketing universe to sell your service or product. Here are some examples to jog your brain and get those creative juices flowing. Know your brand. Know your audience. Know your strategies.

Showing Your Customers Gratitude 

Sometimes, all people want to hear (or see, in this case) is a simple Thank You. It’s an easy gesture that can go a long way with your customers because gratitude is quite human.

Readdle, a productivity app, sent out an email thanking their users for an incredible year. The email went on to show how productive users actually were with some quick stats and graphics, made a funky, little graph sharing what the company was proud of, and offered a present for the holidays! Year-in-review emails can be a great way to show gratitude.

Leveraging Third-Party Endorsements 

To many, Twitter’s role in the world might look like the antithesis of Email’s. However, Grammarly found a way to make the two coexist. Hurrah! Inclusivity!

Grammarly used a kickass testimonial from Twitter in an email to show off exactly why their users should upgrade. By embedding a tweet featuring a user’s expression of admiration for the app Grammarly provided social proof to reinforce the credibility and quality of their product. Plus, to sweeten the deal they offered a limited-time offer for premium upgrades.

It’s working for others. Why not you? The proof is in the pudding.

Onboarding New Subscribers 

Sometimes, people subscribe to things with little thought. It is your company’s job to tell them about what you do, why you do it, and how to use it.

Task management company Asana does a great job at this with their onboarding emails. These emails show their subscribers what Asana has to offer and how to use the features in their emails. This makes Asana more than just a program someone’s boss told them to download. It functions as a useful tool to organize and get things done.

Onboard your subscribers. Tell them what they need to know to get the full experience of your product.

Personalize Based on Previous Purchase History 

“What was I supposed to do today on my day off? I wish I made a list yesterday when I was thinking of all the things I needed to do. Roofus the Lizard, do you remember?

Oh, thanks personalized email for reminding me to buy food for Roofus the Lizard because his supply is running low. You’re very helpful… and 10% off? Wow. Roofus is gonna be thrilled.”

Chewy understands personalization is important. Not all pets are the same, and people don’t care about cat food offers if they own a dog. So, they tailor their emails to their customers on a personal level and offer relevant deals and reminders, cutting out unwanted emails and getting straight to the point.


Personalize Cart Abandonment Emails 

Over ¾ of shoppers leave retail websites before purchasing the items in their carts. Imagine seeing that at a brick and mortar store. The store, filled with carts packed with items, would go out of business just based on the image it offered to incoming customers. Luckily on the internet, there’s less peer pressure and nobody sees others’ empty carts.

Cart abandonment IS a problem in the online shopping world. The answer: a simple nudge. J-Crew sends out emails encouraging shoppers to finish their purchases. With a click of a button from their personalized email, subscribers can be right back in their shopping cart.

Curating Content 

Huckberry, an online retailer and journal, curates content that pops in their emails to their members. As you scroll through a Huckberry email, you’ll notice the colorful, aesthetically pleasing images of style, adventure, and freedom. There are a ton of pictures, each representing a brand and a deal, and the captions are clearly written by a Millennial for Millennials. The main reference of one of their emails is a Jay-Z biking meme. They are also selling bikes in said email.

But, Huckberry doesn’t just stick to their own guns in their emails. They offer a ‘Diversions’ Section with three links to other, relevant articles and content that go hand-in-hand with their brand. They send their members to Forbes, Washington Post, Harpers Bazaar, etc. as long as the content is cool. Cool.

Going with the Marketplace Flow 

Amazon.com is powerful. The online retailer is responsible for almost 50% of the e-commerce market in the United States. In mid-July, it was Amazon Prime day, and they had some serious DEALS.

RXBAR saw Amazon’s low price on their own health, energy bars and decided to urge their subscribers to use Amazon’s sale. A classic case of “If you can’t beat ‘em, join ‘em.”

Showing Off 

Who knows their audience? Urban Outfitters knows their audience!

The company sent a simple email titled “Most-Liked on Instagram: Get all your IG faves IRL.” The email was just 9 Instagram posts by people modeling Urban Outfitters attire, their Instagram Handles, and links to shop Urban Outfitters. Boom. Boom. Boom. They didn’t have to make any deals. They just showed their trendy attire on trendy people who already got a lot of attention for their posts. That’s called doubling down.

Asking Customers for Direct Feedback 

If you are selling a service, you want to keep your customers engaged or you might lose their attention. Even though Netflix’s product feeds on attention, they are still smart enough to check on their members.

Netflix is constantly trying to improve their service. Analyzing consumer trends works. But why not go further, and analyze the answers directly from consumers. Figure out some trends in their wants and needs, and build from there?

Not to mention, this is a source of empowerment for customers. It makes the customer feel like a part of the team.

Paying for Customer Referrals 

Companies don’t mind dishing out credit to their active customers who refer their services to their friends. Postable, a designer greeting card and invitation company, will send you $5 for each friend you refer. In the grand scheme of things, the company is making much more money from your referral than it is spending on you. Just slap a fun, cartoon graphic on that email, put a link in it, and let your customers market you.

Location-Based Customized Emails 

One of Uber’s best qualities is noticing trends. When you take Ubers to the same places, the company keeps a tally, and sometimes offers personalized deals in concurrence with your habits. Check out this email:

Noticing the user constantly traveling in and out of San Francisco, Uber offered this user a $20 flat-rate ride from the airport as a courtesy and gentle nudge to keep using your good old friend, Uber, killing any possibility of a competitive price or convenience. How thoughtful.

Some marketers often question, “why make a Landing Page when you already have a Website?”

For starters, landing pages are simply a better way to attract quality users. They are easy on the eyes and offer a clear path to a single, targeted Call-to-Action. Using trend analysis, they offer solutions to problems that specific segments of the population need fixing. Most importantly, Landing Pages can be tested and adapted through marketing-proven A/B Testing.

A little bit of artistic vision helps to deliver an attractive and concise Landing Page, but realistically, it is very possible to craft a Landing Page that gets the job done through consistent A/B testing and adapting through feedback.

Follow these simple design practices and your Landing Page conversion will likely skyrocket.

Be Direct

According to most researchers, you have roughly 6 seconds before a visitor decides if they will stay on or leave your Landing Page. Therefore, a headline should take zero deciphering. Your message should focus on the needs and interests of your visitors. Turn their problem into a powerful headline. Show them what they will gain from your product/service. Visitors might not have been aware of their problem prior to seeing your ad. You need to show them what they are missing in a headline and offer them one solution with your CTA.

Your CTA is a simple command. Don’t add unnecessary words to your CTA. No adjectives, no adverbs, no conjunctions, no prepositions. Phrases like “Register Now”, “Try Product Free” and “Subscribe Today” make for the ideal CTA.

To support a CTA you want to complement it with strong copy. Ideally that includes brief bullet points or short sentences. Just make sure to maintain a conversational tone that speaks to your target customer. Nobody wants to feel like they’re being sold to, so use lingo specific to the audience you’re trying to target to boost your marketing credibility.

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Target Many Smaller Audiences

Using a Landing Page to target a general audience can be a complete waste of resources. It’s entirely too costly and borderline impossible to pin down the perfect solution for an entire population. With a general approach, you’ll hardly get traffic to your Landing Page, and if people show up, there’s a high chance this will completely disrupt your analytics.

It’s vital that you do your homework first and send different offers to match different segments of your target population who, based on data analysis, need your service. This way, you can gain a loyal following with a high probability of retention and consistent engagement. After all, it’s five times cheaper to retain customers than it is to gain new ones.

More is Always Better Than less

Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, per a Hubspot report. If you follow the data, you’ll spend less money on guessing if certain messaging will hit and instead be able to uniquely advertise to more segmented audiences who are more likely to want what you have to offer.

Also, it’s crucial to match messaging on Social Advertisements and Landing Pages. After having their interest piqued by an advertisement, people don’t want to be blindsided with a completely different Headline, CTA and aesthetic when they arrive on a Landing Page. Stay consistent in messaging to help close more sales.

Show Proof

Use Customer Testimonials. Testimonials carry a lot of weight in our increasingly review-driven society. People trust ordinary people more than they trust your company. When ordinary people use their personal time to review your product just to be helpful, visitors feel more empowered especially if the reviews are hosted by a third-party platform such as Google or Yelp. Ratings are okay, but testimonials reign supreme. Customer testimonials are considered one of the most effective content marketing tactics, identified by 89% of B2B marketers, per a content marketing trends report.

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Use Media, But Be Cautious

The majority of people today are visual learners. Photos, videos, GIFs and music are proven to entice visitors to stay on Landing Pages as long as they’re relevant to the message and fit the overall aesthetic. According to a study by Eyeview, a provider of end-to-end video solutions, videos can increase conversion rates by up to 86%.

While media can be helpful, be cognizant of file sizes and loading speeds. While videos are the superior form of media, they can also slow down your page’s processing speed which can frustrate consumers. Research by Akamai shows that a 1 second delay in your site speed can result in a 7% reduction in conversions. With billions of options online, people don’t have time for slow speeds.

An additional warning: Avoid self-starting videos and music on Landing Pages. These can interrupt viewers while trying to take in your Landing Page information.

Make it POP

Make your CTA the center of attention. You want your CTA to be BIG, Bold and brief. It needs to stand out the most on the Landing Page. Everything else on the Landing Page should create a path towards your CTA. Utilizing “white space” is a great tactic to bring more attention to your CTA. Keeping space between different viewing points eases visitors’ eyes, making it easier to navigate the screen and focus on what is important. Likewise, a tried-and-true strategy to focus attention on a CTA is to use color contrast. CTAs commonly stand out, typically boxed in a color directly opposite of the rest of the page.

Test & Adapt

The most important part of a Landing Page is consistent Maintenance. Monitor your results and conduct A/B Testing with various Landing Page design, wording, and value propositions. A/B Testing removes guesswork, so you need to test everything happening on your page. It’s crucial that you pick up on your page’s trends, adapt or cut out what isn’t working and embrace what is working. Eventually, your Landing Page can be a well-oiled machine. It just takes vigilance.

Fun fact: President Obama’s campaign team raised an additional $60 million in revenue using Google’s free Website Optimizer to conduct A/B Testing.

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The end game of a Landing Page is to increase conversions through your CTA. Make it easy for quality visitors to discover your CTA to later become quality users. Knowing this, your CTA must be seen. You want it to be as noticeable as possible. This means limiting distractions. This means making it visually OBVIOUS and making its message OBVIOUS.

There’s a disconnect between marketing landing pages and Google searches.

Many Digital Marketers are missing their target on their landing page setups, or worse, not having any clear target and failing to get clicks. It’s wasting companies A LOT of time and money.

Here’s a hypothetical scenario:

You’re running a new soap company, trying to raise awareness of what you sell. You decide to create a Google AdWords campaign and figure keywords like “clean”, “hands” and “scrub” will get you clicks. This might seem logical; However, it’s not enough. You’re a small company, and you don’t have an abundance of cash to spend. To top it off, you have to compete with the hundreds of other companies using the exact same words to gain traffic for themselves.

Often times, digital marketers approach the development of Landing Page Design with virtually no connection with what people are actually searching for on Google, in part due to limits in coordination between marketers and designers.

It’s time to find a new slant. How can you stand out?

Many successful marketing firms have realized this disconnect and have designed innovative marketing campaigns that bridge the gap between Landing Pages and Search Intent. Some digital marketing professionals have been referring to this as Landing Page – Search Synergy.

New Balance Chicago

New Balance Chicago wanted to increase sales through the magic of digital marketing, but they looked at the opportunity through a skeptical lens. The reason for their hesitation was that New Balance Chicago stores operate independently and rely mainly on old fashioned brick-and-mortar for sales. That’s right Millennials, in-person shopping at New Balance isn’t just suburban dads buying the iconic white 608 V4 Training Shoe. New Balance Chicago had more to offer, and they just needed some exposure.

The company needed Landing Pages to bring people to their doors, and they were willing to offer deals. After attempting Facebook offers, they realized that tracking the Facebook codes was nearly impossible. Their offers reached 136,541 people, only 600 offers were claimed, and the company only logged 32 individual purchase codes. This method’s reliance on customers and clerks reporting the codes made it difficult to track. On to the next one.

New Balance Chicago pivoted, creating a new Facebook ad campaign targeting different segments of the population based on location analytics. This time, instead of direct Facebook offers, with one click, an ad directed potential customers to a Landing Page that starkly resembled the national New Balance website.

However, these sites did away with website navigation and online purchasing. They packed the page with information about the stores, imbedding Google Maps, adding phone numbers and hours, and promoting the human experience. Each Landing Page was also tailored towards its offer. Some people found themselves on the military discount Landing Page. Some parents ended up on the kid’s footwear discount Landing Page.

The company’s goal was to get more email sign ups and make more in-person sales. They accomplished both.

Within just two months, New Balance Chicago’s email list grew by over 10%. Discount hunters coughed up those emails, and the company increased its sales in its brick-and-mortar stores by over 200%. Oh, and it should be mentioned that they cut their spending in half by focusing their ad spend on website conversions instead of clicks.

Snickers: You Can’t Type When You’re Hungry

By now Snickers’ “You’re not you when you’re hungry” advertisements are ingrained in everyone’s memory. Whoever pitched “Betty White on a football field” deserved a raise that instant.

In 2013, Snickers decided to tinker with their award-winning campaign, creating an SEO campaign targeting misspellings on Google! Ah yes, human error. They bought 25,000 commonly misspelled search terms, and slapped a paid search ad directing misspellers to youcantspellwhenyourehungry.com and tailored ads saying:

“Grab yourself a Snikkers” because “Yu cant spel properlie wen hungrie.”

It turns out people spell poorly in the post-typewriter era. The campaign reached 500,000 people within three days of launch.

Have a Cold? Buy a Kleenex

Remember an apple a day keeps the doctor away? Kleenex teamed up with Google and threw all those apples in the garbage. Now, a Google a day keeps the sickness away. We’re still brainstorming jokes, but we’re sticking with that one for now.

Kleenex realized that when people get sick, they resort to asking the internet before going to the doctor. Additionally, the common cold and flu spreads regionally. So, with the help of Mindshare’s search trend analysis, Kleenex was able to predict flu outbreaks in real time, targeting these flu-ridden regions with 96% of their UK media budget and increasing their total sales by 40% year-over-year in the first two months, adding an extra 432,499 boxes of tissues sold. How’s that for an apple a day?

Do Your Homework

The examples above show successful Landing Page – Search Synergy. These companies got in touch with their consumers’ behaviors and they were willing to spend some money to take calculated risk in order to gain traffic to their Landing Pages and increase profits. Your company can’t just settle on the same keywords as everyone else, and you do have to spend some money to make money. But, Landing Pages and digital marketing heavily rely on analytics and trends. Do your homework and it will pay off.

Research, Create, Analyze. Repeat.