Allison Banko

Email Templates: Don’t let routine cramp your style

Take a good, hard look at the things you do.

Perhaps you pour yourself a bowl of Raisin Bran every morning. Maybe you trot your dog along a certain path at the end of each day or peruse the same half-dozen websites during your lunch hour.

Now ask yourself why you do these things. Often, the answer is simply because you’ve always done them.

Such was the case for one of our MarketingSherpa Email Summit speakers.

Jessica Andreasen, Digital Marketing Manager, ZAGG, didn’t touch on her breakfast habits nor site surfing routines, but rather ZAGG’s habit of employing the same email template: a headline, supporting copy, multiple images, bullet points, one or two banner ads and multiple CTAs.

“We were using the same templates over and over,” Jessica told me in the Email Summit Media Center. “Our results were declining and we knew we had to do something different.”

 

For a customer appreciation campaign, the ZAGG team wanted to focus on a conversational tone, thanking the company’s loyal customers. However, when putting this together, the current template was restricting that message. Despite the fact the template was used again and again, Jessica implemented a change.

“I threw the template out and started with a clean slate and just decided what I wanted it to do,” she said. “What did I want this email to do and say?”

In her presentation, “Email Templates: How the No. 1 maker of mobile accessories tweaked promo emails to produce a 152% increase in revenue per email,” Jessica shared insights on how changing a template can significantly affect your results.

You can learn about what changes ZAGG made to its templates by watching Jessica’s full session from Email Summit. View a brief excerpt below:

 

When we chatted in the Media Center after her session, Jessica said she hoped the audience gained this key takeaway: step back and don’t let the template get in the way of what you want to say.

“You don’t have to stay with that same thing that you’ve always done,” she said.

Who knows, maybe you’ll even become inspired to swap your cereal for scrambled eggs today.

 

You might also like

Get free access to 15 sessions from Email Summit 2014

B2C Email Marketing: Mobile accessories company boosts revenue-per-email 152% via customer appreciation promotion [Case study]

Email Marketing: A canvas for visual storytelling [More from the blogs]

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  1. April 29th, 2014 at 10:28 | #1

    I wonder what the results would’ve been simply by removing the multiple calls to actions and the ads? In other words, did the extra text and increased font-size actually help?

  2. Allison Banko
    Allison Banko
    May 5th, 2014 at 14:36 | #2

    Hi Mike, great question! That would’ve made for an interesting test, actually. During my interview with Jessica for the case study http://www.marketingsherpa.com/article/case-study/b2c-email-customer-appreciation-campaign and her presentation at Email Summit, it seemed like ZAGG just wanted to do something radical and start from scratch. In my opinion, the extra text and increase font size were impactful not because of the amount or size, but because of what the text said. The messaging was the real key — taking a “thank you” approach to make customers feel appreciated. I think this was the most important thing to take away from this particular part you’re talking about here, Mike. Thanks for reading!

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