Essence of Email Weekly - Outside-the-box content tactics for 2021

The year 2020 has been quite something. The global economy has shifted online, lockdowns have given eCommerce a major boost, and increased consumer interest has resulted in a bigger need for brands to stand out online.

So, what's the best way to stand out from your competition in packed inboxes? A great content strategy.

To help with this, Fire&Spark asked a group of innovative content marketing experts to share their 2020 insights and give tips for 2021. Essence of Email's very own Marija Pajkovic teamed up with author and speaker Ryan Foland, and Fire&Spark's Dale Bertrand, to offer actionable advice and help you improve your content strategy.

What you'll learn:

• How a content strategy can improve your email marketing performance
• How to create authentic connections with your audience through your own mistakes
• Why you should focus on creating mission-driven content that sells

The webinar takes place on Wednesday, December 16 at 1:30 p.m. ET, and everyone's welcome!

Register here.



ECOMMERCE


Interesting times for small businesses…


Source: Giphy
It's a tale as old as time – huge corporations, such as Walmart and Amazon, are thriving during the coronavirus pandemic, reporting record growth month after month. But what about small businesses who once relied heavily on their brick-and-mortar stores?

The big picture: As part of public health measures and lockdowns, stores have had to close around the world. It's been reported that 23% of small businesses closed during the pandemic and more than 163,000 U.S. businesses have closed on Yelp since March 2020.

However, for small businesses that transitioned online, their efforts have paid off. Cyber Week gave them a needed boost, and the holidays so far accounted for a 110% increase in online sales, according to Adobe Analytics.

"That was pretty heartening to see. There has been a lot of demand and a lot of opportunity for retailers of all sizes to support shopping demand online," said Vivek Pandya, a Senior Digital Insights Manager at Adobe Analytics.

It seems like the pandemic has resulted in dazzling online sales for small businesses. But whether or not this trend is here to stay remains to be seen. Once the vaccines are widely adopted and people start returning to stores, we should have a better idea of what the future will look like.



EMAIL MARKETING


The importance of organizing data


Source: Giphy
The pandemic rocked the economic stability of many brands this year – but it seems that email proved to be a savior for many, as reported by Econsultancy.

Go on… In times of crisis, it's usually the marketing budget that's cut first. The pandemic has given email the chance to shine, thanks to its thrifty nature. Marketers were able to get the maximum value for their money due to email's low costs and high ROI – $36 for every dollar spent.

But to maintain the efficiency of email, brands need to carefully organize their data to personalize content and improve deliverability and click rates. This means avoiding data silos at all cost and tracking customer interests and preferences. Keeping in mind that 87% of marketers think their company's database is underutilized, it's obvious that some action needs to be taken. To maximize email relevance through data organization, Econsultancy recommends:

• Evaluating the signup processes
• Driving people to preference centers
• Communicating how the business is changing and using feedback surveys
• Segmenting based on different demographics
• Adjusting strategies based on different metrics

For more information on the successful organization of your email database based on location, age, gender, education, purchase behavior, and much more, check out our blog post.



EMAIL DESIGN INSPO


Y'er email wizards, Harry's!


Source: ReallyGoodEmails
Fun, creativity, and customer focus – all in one email by Harry's.

Let's start with the essentials: this email is perfectly structured. A headline, hero image, body copy, CTA – every single element is right where it needs to be. This creates a sense of freshness and structure, and makes it easy to navigate through the content.

Pair all of this with cool visuals and fun, witty copy… and, bingo! You got yourself a highly engaging email that's hard not to love.

The cherry on top: An inspiring quote towards the bottom of the email makes it stand out. The team even included a confidential support number that people can reach in case they need someone to talk to. With these thoughtful additions, Harry's demonstrates exceptional customer focus and compassion.

Our verdict: Y'er email wizards, Harry's! We hope your Bar Soap sales soap… no, wait, soar, this holiday season.

Source: ReallyGoodEmails