From stringing two cans together as children to sending two dozen emails a day as adults, our communication habits and expectations evolve as we age. If you used the tin can and string method as a child, you probably thought it was cool to receive a response. However, when sending to adults with clogged inboxes, you know they’re likely looking for the most interesting and valuable emails.
Businesses are constantly attempting to meet these email needs and increase consumer engagement and conversions. We understand how difficult it can be to know where to begin when optimizing business-to-consumer email campaigns – nearly as difficult as building a tin can telephone. That is why we will learn about B2C email campaigns and how users interact with them – as well as how to optimize them for maximum effectiveness.
Ready? Let’s dive in.
Discount emails and special deals
Discount emails are precisely that – emails that contain financial savings, coupons, or other special offers (like free stuff). Additionally, everyone appreciates free and discounted items. This can result in business gains, as brands can use discounts and offers to encourage new customer conversions, reward existing customer loyalty, and draw attention to specific products and services. This benefits the customer by encouraging them to complete current and future transactions with the brand.
Unsurprisingly, B2C consumers are receptive to discount emails. According to our 2021 Email Engagement Research Report, 50.2 percent of respondents indicated that they would click through to learn more about an offer or to redeem a promotional code contained in a discount email. Additionally, 38.8 percent indicated that they would open the email and save it for future reference.
Discount emails, based on this response, are an excellent way to attract a large number of users and increase open rates, click rates, and conversion rates. However, how are they optimized? Consider a few examples and the lessons we can draw from their marketing efforts.
Creating great content for your discount emails
When advertising discounts, avoid using the same content for every member of your ecommerce audience. Utilize dynamic content to tailor and personalize your message based on the products or services your user has previously purchased or viewed, such as the clothing below. When they come across something that specifically interests them, they are much more likely to engage and complete another purchasing cycle.
Forever 21 is our first example. This discount email stands out not only because it offers a discount; it contains dynamic email content that is tailored to the individual, complete with easy-to-purchase links (and take advantage of the offer).
Choosing an appropriate design for your discount emails
When it comes to business-to-consumer emails, design is just as critical as content. Always place your CTA as close to the beginning of the message as possible for maximum visibility in discount emails. Make it easy for people to find it by not making them scroll. Additionally, you can use a contrasting color to draw the user’s attention to the CTA and the action you want them to take.
Winc, a wine delivery service, provides our second example. Winc packs a lot of information into this email without making it feel cluttered or overwhelming, most notably an attention-grabbing call to action and a brief, easy-to-follow three-step summary of their business.
Birthdays are universally adored… they promise joy, celebration, and, of course, gifts. They are similar to discount emails in many ways, and they provide brands with similar benefits. Free and discounted birthday gifts increase brand awareness and provide the user with an opportunity to try your product or service that they might not have had otherwise. If they enjoy the gift and continue to purchase from you in the future, you’ve gained a new customer through your birthday communication. You receive a transaction, and they receive a gift.
The allure of birthday gifts in emails may explain why users respond to them at such a high rate – 44.1 percent of respondents said they read birthday emails and clicked through to use a promo code or get more information, according to our report. Additionally, 43% stated that they read them and saved them for later.
While there are no hard-and-fast rules for birthday email content and design, there are ways to increase engagement and influence purchasing decisions.
Developing great content for your birthday emails
Say it again, y’all: people enjoy receiving free (or discounted) goods on their birthdays. Nobody wants to open a birthday-themed email that contains nothing more than a hard-sell. Therefore, whether you’re offering a complimentary product or a discounted service, ensure that your email is worth opening. This Subway promotional email receives high marks for content. It’s a pleasant surprise for a late birthday, and it clearly states what the reader is entitled to celebrate and how to obtain it. It’s succinct, attention-grabbing, and enjoyable. Emails like this one build customer loyalty and increase the likelihood that your user will convert more in the future.
Choosing an appropriate design for your birthday emails
Keep your brand guidelines and conversion goals in mind when designing birthday emails. However, don’t forget to include images, gifs, and other enjoyable graphics and elements that commemorate the occasion and uplift the reader.
Hulu’s birthday email also includes a freebie, but the emphasis is on the design. It’s on-brand, but far from bland. The email begins with a burst of birthday confetti and is dominated by a gif from one of Hulu’s most popular shows, Seinfeld. The email maintains a lighthearted tone while reminding the user of the benefits of opting into a free trial – Kramer and friends.
In comparison to promotional or birthday emails, personalized emails can be themed around almost any event or occasion. As a result, there are numerous opportunities to engage users through personalized messaging. While it is simple to send a single mass email to every member of your email list, this approach is not tailored to their interests, increasing their likelihood of ignoring you or unsubscribing completely. By sending personalized messages to users based on their specific wants and needs, the likelihood of a transaction increases significantly.
And users prefer it that way – according to our research, 42.9 percent of respondents would read a personalized email and save it for later, while 32.5 percent would read it and immediately click through.
So, how do you leverage personalized emails to your advantage?
Developing high-quality content for your customized emails
Personalize emails by including recommendations based on the user’s preferences or previous purchases. This is an excellent way to increase upsell and cross-sell. No matter what industry you’re in, you can use information about your content (such as contact properties or behavioral data) to create preference-based recommendations and advertisements.
While segmentation is an effective method of targeting audiences and demographics based on general preferences, it is even more effective to use dynamic content (as Forever 21 does in the aforementioned discount email example) to provide each viewer with up-to-date and adaptable advertisements based on their current interests.
For instance, after you’ve finished watching a television show or film, you’re probably considering what to watch next. This is why, when it comes to personalized email content, Netflix is an excellent example of how to keep users engaged with your brand.
Netflix does not simply congratulate viewers on completing a show. Rather than that, it provides a plethora of new recommendations based on the viewer’s current preferences and recent viewing history. This type of relevant personalization keeps users engaged with new products and more likely to stick with Netflix rather than switching to another streaming service.
Choosing the ideal design for your customized emails
Keep it simple in terms of design. Avoid attempting to recommend everything that the user might be interested in. Choose a few options and present them clearly, with clear CTAs and links to read more and purchase.
Lyst’s email below is an excellent example of personalized email design. The message is not bloated with superfluous text. Rather than that, the user’s attention is immediately drawn to the available customized styles. The user can easily see additional options and purchase what they like by using neatly placed, color-contrasting links.