Category Archives: Email Marketing

A Good Email Marketing on New Year’s Eve Helps You Win

Hi there! After a long winter break, I’m back. Although my digital marketing class is finished, I’ll keep blogging and sharing my thoughts about marketing in different aspects. This week let’s talk about how the email marketing on New Year’s Eve can help you win.

Time went back to December 31st, 2017. New York City was too cold at that day. I can still remember how freezing it was. I didn’t go anywhere. That night I stayed at my warm home with my cats meanwhile waiting for the New Year’s coming. When the clock passed to 12, I received the new year greeting messages from my families and my friends. Although we are in different county, technology changes the way we communicate. That’s great.

But that wasn’t my point. My point was, at that time, suddenly I received an email. Who sent me an email at night? With the curiosity, I opened the email. Oh, it was the new year greeting email from Shu Uemura USA.

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You know what, this is the only email I received at that night before I went to bed. There’s no other brand sent me the same email until 3 o’clock. It was the greeting email from Dogeared. But I didn’t see it until I checked the phone when I got up in the morning.

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Can you see the difference between these two emails? Yes, time.

A good time is really important to a brand’s email marketing. It can influence the audiences psychologically. At the moment I received Shu Uemura USA’s email, I felt surprised and warm. Think about that, who will send you message or something on 12 o’clock at New Year’s Eve? Your families, your best friends. People who cares about you most. Shu Uemura USA just made me feel like they care about me and I’m the most important person to them. This do improve my loyalty to them.

So, you can image my metal activity when I saw the second email. Come on, 3 o’clock? A little bit too late. But to be honest, not too bad. Because their contents were still what I would like to see on the first day of the new year.

Then I sorted all the emails I received on the first day of the New Year and found out that there can be three different types of contents:

 

1. New year wishes

Like what I mentioned above. Celebrating the new year with you or sending you the greetings on the first day of the year, this is really a good way for brands’ email marketing. Because it shows that you are treat your customers as your family, your friends, the one who you care about. Your customers can feel that they are valued and important to you. Also, the sending time can show your sincerity. You must remember that, details can make a difference.

 

2. Discounts offer

Besides the two greeting emails, the emails I received the most were discounts offer. Sometimes you may be happy with offers. Sometimes they can be annoying. Too many discounts offer fly to your inbox just like junk mail. Especially when you are surrounded by these kinds of email for a whole year, are you willing to see them at the beginning of the new year? At least I don’t. I just want a breath.

I found that there are some clever brands like Kiehl’s. They didn’t send you email on Jan 1st, instead of, they sent you before and after. That’s really interesting and smart. They know they can’t disturb you at the first day.

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3. Others

Other emails I received at that day were just some regular newsletter or products recommendation based on what I bought before. Nothing surprise, and nothing too annoying. Just normal emails.

 

I know that the brands I followed are not the all. There must had other brands sent new year greetings on 12am. And there must had other kinds of contents I don’t know. But I just try to use the emails I received on the New Year’s Eve and the first day of the year as an example to show you that a good time and appropriate contents of brands’ email marketing do help them to win the heart of customers. At least Shu Uemura USA made me feel that I’m special.

 

So, what kind of emails did you receive at that day?

 

 

Adidas’ social media crisis of 2017

Last week, we talked about email marketing and discussed what the future of email marketing will be. Email marketing can bring you success. But it can also ruin you if you are not serious and careful. Do you want to know more details? OK. This week let’s talk about an example of social media crisis which was caused by email marketing.

We all know that this Sunday (Nov 5th), the 2017 New York City Marathon will take place. Our example is also a story about marathon.

What happened?

On April 18, 2017, the second day of 2017 Boston Marathon, some finishers of Monday’s race received a congratulatory email from Adidas, the sponsor for the 121st annual race. The subject line of this email was “Congrats, you survived the Boston Marathon!” which immediately reminded people of the sad memories of 2013 Boston Marathon bombing.

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This email arose heated discussion on social media. Many people expressed their frustration with the company’s word choice, with one Twitter user calling it “the absolute worst email subject line of all time.”

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People also showed their dissatisfactions towards the employee who wrote this email.

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Just like one twitter user said, Adidas messed up royally. This whole email incident turned to be a social media crisis.

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How did Adidas respond to it?

Adidas quickly issued an apology for their email subject line which was posted on their social media accounts at afternoon of that day.

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They said that they are incredibly sorry. And they describe the subject line they sent Tuesday as “insensitive”. They also showed their respectful attitudes towards Boston Marathon: “The Boston Marathon is one of the most inspirational sporting events in the world. Every year we’re reminded the hope and resiliency of the running community at this event.”

Have to say that this apology is immediate and heartfelt. We can see the time of the twitter was 12:54 pm on 18 April 2017. So, it was only about 3 to 4 hours after people received the email. This reaction is quick and immediate. Their recognized their mistake and apologized. I think this was a good reaction because it prevented the whole incident from becoming worse.

My opinion towards this social crisis

Although Adidas reacted quickly and solved this social media crisis in a short time, this incident could have been avoided if their email marketing team were careful and double checked the contents before they sent the emails. This kind of mistake was too simple and careless. The company ought not to have this kind of mistake.

Hope Adidas can learn a lesson from this incident.

In my opinion, PR department is the most responsible one to handle these sorts of crisis. They need to react immediately after the crisis happening. And they need to give the best and quickest solutions to keep the company’s reputation. But in this case, the mistake was made by marketing department. So, I think it’s more important to avoid this kind of crisis from the root rather than just give apology after things happening. It would be better if there’re no social media crisis at the beginning.

Do you agree with me?

 

 

 

 

Reference:

1.https://www.forbes.com/sites/forbesagencycouncil/2017/05/23/the-biggest-pr-crises-of-2017/2/#5f6fcb63d8aa

2.https://www.boston.com/sports/boston-marathon/2017/04/19/adidas-apologizes-for-insensitive-boston-marathon-marketing-e-mail

3.http://time.com/4745066/adidas-boston-marathon-email/

4.http://www.oregonlive.com/sports/index.ssf/2017/04/adidas_boston_marathon_ad_fail.html

 

 

 

What the future of email marketing will be?

This week we just finished email marketing part in our digital marketing class. That reminded me of a piece of news I saw two months ago: Adobe wants to bring its AI smarts to email marketing campaigns.

It was an article written by Frederic Lardinois and posted on Aug 29, 2017 on TechCrunch.  This article mainly talked about that Adobe just announced several new capabilities for its email marketing campaigns, like better dashboards, new marketing templates and so on. Most of them are already available now, but there is one interesting new feature still in internal testing which is AI smarts combined with email marketing.

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Can you imagine what the future of email marketing will be with AI smarts?

Well, in the article the author gave us two directions.

1. AI smarts can make the email contents more personalized

Right now, with Adobe’s Sensei Al platform, they already can let their users to use machine intelligence to find the best subject lines for their emails. In the future, with the help of AI, the contents of email can be more personalized according different customers’ data information. The author gave us an example to explain this function. If you are a tent manufacturer, AI will help you to find the best image showed in marketing emails which can got better reactions from your customers according to their different demographics. So, it’s can help you to reach your customer more accurate. I think let right image to show to the right person who open the marketing emails is a kind of personalizing.

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2. AI smarts can help predict customer churn based on the data collected from email

Based on how users engage with emails, Adobe’s new tool can predict when a customer is likely to unsubscribe from a service. This part is for internal uses and it needs you to feed data. But right now, Adobe already had many ways to collect data (Adobe Analytic and other services). If they combined all the data together, I think the tool really can give us a detailed customer profile and can successfully predict the customer’s potential actions.

In the end of this article, the author Frederic Lardinois also mentioned that Adobe released their latest email consumer survey which shows the fact that although we are bored with marketing emails today, emails still have its power. For example, 61% people say that email is their preferred way of being contacted by brands.

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I read that survey which was interesting. The survey told us that young people are email overachievers. And 66% of them report reaching inbox zero which means you always keep your inbox zero. I feel very related to that point! I think I’m a cray inbox zero person. I can’t stand if there are any unread email in my inbox. But this do provide opportunities for those brands who use email marketing. Sometimes I just click the email to make it read. But when I click in, I would be appealed by the photos or discounts then I will go to their website to see the details. So, email marketing does work for me.

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In my opinion, if email marketing can be combined with AI technology in the future, it would a good thing. At least, the contents will be more personalized. For customers, it would be easier to accept. For marketers, it would be easier and more accurate to reach audience. And for companies who use this function to predict customers’ potential actions, they can adjust their plans more flexible and be more responsive.