Email Marketing: Case Studies and Best Tools to Grow Your Open Rate

With the number of email users at more than 2.5 billion, email marketing can reach more potential customers than any other form of marketing. Email marketing is one of the most cost-effective digital marketing strategies which offers a high return on investment.

Additionally, email marketing allows you to create customized messages that target certain segments of your customer base. With today’s technology, you can even automate the delivery of your email marketing campaign, providing further options for you to optimize your marketing strategy.

However, for your email marketing campaign to be effective, you need recipients to actually open your emails. Here are some of the most influential case studies on email marketing, as well as a list of the best tools available to help you grow your open rate.

Case Study: Digital Marketer

Well, it should be no surprise that a company with one of the best open rates is a digital marketing company. The primary tool used by the company was powerful subject lines, which helped them increase open rates threefold. These subject lines included those that:

Describe benefits – This type of email gets the recipient to open it by quickly explaining the benefit. Create urgency – Emails that say that there is a limited time or a final notice can often get the customer to click on them so that they do not miss out on the promotion. State scarcity – Saying that there are only a limited number of items available to the first people who respond may encourage recipients to click on the message. Make the user curious – Messages that promise “secrets” or “tricks” may also inspire opening the message.  Display instant credibility – Tutorials, how-tos, and well-written content marketing can show that you are an authority on the subject. Case Study: Birchbox

While many companies often include a promotion at the bottom of their email as a follow up to customers who did not make a purchase, beauty product subscription service Birchbox uses a different strategy. The company sends an email to their subscribers claiming that they have “forgotten’ a discount code for a dress rental company that fits their brand’s profile. This strategy had more responses than emails that simply contained a promotion at the bottom of an email.

Additionally, Birchbox sends continuous emails to their subscribers that offer free gifts, relevant content, reminder emails at the end of a promotion period, tips and tricks, and other engaging content.

Case Study: Adidas

Footwear brand Adidas has honed its email marketing strategy to appeal to new subscribers. After sending out a welcome email to new subscribers, the company informs the subscriber that they have unlocked enough points for an exclusive product with an opportunity to customize their own shoes.

The next email Adidas sends is a request for the subscriber to personalize their email and product preferences. It also includes a link to download the company’s app. After a customer makes a purchase, Adidas sends an email two weeks later asking for feedback on the product. The company continues to send emails that match the stated preferences for deals that are specific to the store.

Case Study: Wok to Walk

Health food company Wok to Walk recently had an open rate of 18.1% after sending a newsletter that invited

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