Top 35+ Email Marketing Disruptions
“90% of marketing doesn’t work because it doesn’t get done.” Neil Bradman
There have been disruptions and they have changed the way we look at things. From the Apple iPhone to Paypal, these innovations stand out and further enhance the way we do business. Email Marketing is one such domain in which there have been several significant developments, which a modern digital marketer cannot overlook. Compiled here are the best 35+ Email Marketing Disruptions which made a phenomenal impact over the best practices.
Pepipost has done a lot of research in emails. Being a premium email delivery service, they have seen the ups and downs in the growth strategies across the globe. The outcome of all the data analysis is present in each of our articles, which forms the basis of effective email marketing campaigns. Email marketing is not just about sending promotional emails to customers, it’s about creating a buzz in the market about your product. Let’s get the gist of each of the celebrated email marketing campaigns and generate better business prospects.
1.Company: Oyo Rooms – (Review Strategy)
A feedback email reinforced with quick ratings. An interactive email that seems way too personalized for simple feedback. Oyo Rooms have grown exponentially due to the rapid feedback mechanism. And what’s best than sending an email addressed to the customer.
“Your customers, partners, investors, employees and all other stakeholders should perceive you and the company in a positive manner. Having a trustworthy image will make your life much easier and will help you develop your brand better.” –Ritesh Agrawal, CEO, OYO Rooms
2. Company: Netflix – (Miss the customer)
A touch of care from Netflix is always welcome when they inform you about the shows you might miss. Their content is updated on a weekly basis and they make sure to inform everyone in their email list. These emails won’t be so frequent so as to look like spam and not so verbose as to look promotional. A simple text email works wonders in retargeting. Contrary to popular opinion text-based email marketing campaigns are 74% more effective than other types of emails. This is one of the simplest and best advertising campaigns.
“Truly brilliant marketing happens when you take something most people think of as a weakness and reposition it so people think of it as a strength.” – Reed Hastings, CEO, Netflix
3. Company: Flipkart – (Celebrating Women)
When it comes to leveraging international events, Flipkart steps up its email marketing game. In this email, they talk about the specific discount on women’s day with a hashtag #ForEveryHer; while putting the focus on “Top Offers”. Flipkart makes sure that in an era where mobile phones own up to 12% of total online technology-based content, placing a phone offer is essential click bait.
It is possible to take on global competitors and build a sustainable model with the right recipe of customer focus, local knowledge, and local innovation. – Binny Bansal, Flipkart
4. Company: OLA Cabs – (New Feature Launch Metrics)
Marketing emails come with an exciting title. With many people using the postpaid service, Ola’s campaign has become a big hit. Doesn’t it solve the problem of daily cash spending?
Our focus is on the customers and improving their experience. We believe that if we do that well, competition, prices, and profits will all take care of themselves –Bhavish Aggarwal, CEO Ola Cabs
5. Company: Redbus- (Exclusivity in fewer characters)
With an extremely clear creative Redbus explains how you can save on your travel with their Trip Bookings with the rPool feature. The creative is addressed to professionals who would require such booking options. This marketing email campaign does well as the idea gets a visual so simple that the new product feature is expressed in the least amount of characters. Actively running the campaign to inform customers about a new feature always is a win-win situation. Coupled with designing, the open rates of these emails go higher.
Ideas come to a few. The ability to visualize something differently should be respected. – Phanindra Sama, CIO, Redbus
6. Company: Alibaba – (Proactive offerings)
Email Campaigns like these have disrupted the e-commerce market in today’s world. This is an analytical response to your search for products on Alibaba and similar items to buy has been sent to your mail. The best email marketing campaigns are the ones where a proactive approach is deployed to keep customers happy. You buy a phone and the next thing you would search for is a back cover. But what if you love cats and Alibaba sends you an email with a subject line “Cat phone covers”? Isn’t that great! Read our blog on the best email marketing optimization tips to make the best email content.
“Never ever compete on prices, instead compete on services and innovation.”- Jack Ma, Founder, Alibaba
7. Company: Adobe – (Brand reinforcement)
Adobe doesn’t need any introduction. They could simply post things on their website and get the desired audience. But why email marketing campaign? It’s the customer-centric approach to business. Every little or big development in the interest of customers must be floated as information for all kinds of audiences. Every element of this email campaign says it’s something exclusive! The fans of top-down photography. A specific niche is addressed. Look at the way the message is conveyed with the perfect edit of a top-down photograph. That example is enough to talk about the editing options.
It’s clear to us we’re living in perhaps the most disruptive time in the history of technology.- Shantanu Narayen, CEO, Adobe
8. Company: Swiggy – (Grabbing what’s trending)
Everyone wants to hear the good news! Also, if this comes during the cricket world cup, the joy of ordering your best dishes from Swiggy is the next level. A named email campaign succeeds in catching the eyes of the readers. “Match Day Mania” sounds the most reasonable deal on the planet. If you brand your email marketing campaigns with a name, it not just hits the target audience better but also stays as a brand campaign memory in the minds and hearts of the customers.
“From wanting to build a business at the intersection of logistics and technology and having had a million learnings along the way, our entire team is today consumed by the opportunity to transform how India eats by delivering delightful experiences.” – Sriharsha Majety, Co-Founder, Swiggy
9.Company: Amazon – (Dual Brand Promotion)
From a common perspective, this seems a generic promotional email. But if you look carefully, there are two major brands being promoted i.e SBI and Amazon Pay. Moreover, an attractive offer of a cashback, an 80% discount, and another 10% discount is embedded in the message. This email campaign is targetted towards customers of Amazon who are waiting for the end-of-season sale, the customers who regularly use Amazon Pay and the customers who have an SBI bank account. For the customers not using Amazon Pay would love to go about it because of the cashback. The outcome would be more sales, more customers and hefty revenue. If you wish to make more leads you should immediately put multiple offers in one email marketing campaign.
“The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.”- Jeff Bezoz, CEO, Amazon
10. Company: Quip – (The Curious Webinar)
Quip from Salesforce is a disruption for sales. In light of all their work, they decided to talk. The best formal invitation available was to send an email! This mobile-optimized email marketing campaign is simple and direct and with a creative and a simple call-to-action. The details are clear and it needs no instructions for the reader as to how to proceed. It’s a solution addressed in a webinar and informed over emails. If you wish to increase your online presence, webinars are a great way to go about it. The promotion of it takes just a simple email.
Well, everyone still has Office on their computer. It’s not like it’s gone. It’s just that, it’s not the first thing that you open as much anymore. You use email on your phone. You’re chatting. So I think people see it as an opportunity. – Bret Taylor, CEO, Quip
10. Company: EDX – (Mini Webpage)
Everyone loves FREE stuff. The education sector, now totally into a digital sphere of learning methodology has seen a vast number of free courses floating around and consequently contributing to a website’s traffic. EDX is working along the same lines and they send this email. There are 4 call-to-action buttons giving it a mini website landing page look embedded in the email. Adding on to it is a quote from a famous personality that compels the readers to check it out. Also, it mentions 4 prominent sought after courses. Be sure to mention the following if you are in the education industry or if you have an academy page.
We hope to democratize and reimagine education so that anyone, anywhere, regardless of his or her social status or income, can access education. – Anant Agarwal, CEO, edX
11. Company: MeUndies – (Bullseye Emails)
Ever thought of adding a GIF to your marketing emails? This is one of the most underrated email marketing examples. And why? Because you don’t trust the instinct that people would absolutely love your content. Meundies being an undergarment brand shows the different styles in one shot. The curiosity to see the full collection is instantly activated! The audience is well targetted. Yes, it’s the couples!
There’s no resistance! No shyness as to what they have to offer. They are to the point with their butt covering garments. Why wouldn’t you like to go pineapples or bananas for your special someone? The instant gratification of posting such pics over Instagram is enormous! This 360-degree undergarment view changes the way we look at emails!
9 million butts have proclaimed that our Undies are the softest ever. Yes, our butts can talk. – MeUndies
12. Company: Vistara – (Divert to redirect)
This is purely graphics driven. Vistara nails this with a diversion principle. There’s no airplane in this promotional email. However, the indirect representation of Vistara style guide colors is a brilliant strategy. The diversion they create is to make the email creative look similar to an apparel-based e-commerce’s marketing email. But they definitely catch your attention with their sale! Using the word “Sale” for flight tickets is offbeat but then it works.
“Full-service flying is not just about the meal on board. It’s about making passengers’ journey memorable from his reaching the airport,”- Phee Teik Yeoh, Former CEO, Vistara
13. Company: Medium – (Personalized Reading Experience)
A classic example of personalization in emails when you subscribe to a blog. The Medium is extremely proactive in sending you a daily digest of whatever relevant content is there. They address you with your name and that’s the first step in personalization. Personalized email campaigns work well as they are well informed about the receivers likes and dislikes. For some of the reader oriented content, email marketing templates in different email service providers help you to continuously blast emails along a similar structure. Email Marketers must know there way into the email marketing templates.
When you’re obsessing about one thing, you can reach insights about how to solve hard problems. – Evan Williams, Founder, Medium
15. Company: Airbnb – (Making things easier)
If you have been following case studies, Airbnb is a proud achiever of 2X growth in its customers. A simple template, a problem solved, and an incomplete search completed. All that the customers need to do is to select from the options and book their places.
It’s living the core values when you hire; when you write an email; when you are working on a project; when you are walking in the hall. – Brian Chesky, Founder, Airbnb
16. Company: Prezi – (Utility Spoon Feeding)
What are the new things you would expect from your presentation? Prezi does an amazing job introducing the new presentation features in one creative with a direct call-to-action “Make a copy”. The best thing about this type of email is the clarity of feature representation. The best email marketing campaign is the eloquent always. Moreover, Prezi is teaching you in a few easy steps on using their pre-made presentations.
“We are in a competitive market that is filled with giants, the largest companies in the world, These giants have really deep pockets and we also want to have resources that we can swiftly take any type of action that we want.” – Peter Arvai, CEO and Co-Founder, Prezi
17. Company: MailChimp – (Into the details)
MailChimp is the pioneer in Email Marketing and every email marketing campaign software looks up to it for inspiration. Carrying this forward, MailChimp sends an email to guide the customers towards a better looking promotional and marketing email campaign. Mentioning the timing of 15-20 minutes, it showcases the speed of the operation; followed by a simple CTA “Try it out.” The time value is restated over a CTA. The point they wish to educate their customers about is the usage of Mobile-Friendly web pages and a clear CTA which is visible in their email as well. That brings us to a question – Do you know about Accelerated Mobile Pages? Check Moz Blog for details.
Also, Accelerated Mobile Pages (AMP) is also there for emails! Read our blog on AMP for emails and make your email campaigns 10X effective.
If you have something interesting to say, send an e-mail. Otherwise, don’t send anything. It’s really that simple. — Ben Chestnut
18. Company: Bewakoof – (Love for graphics)
Bewakoof is an Indian fashion brand that emerged as one of the best selling online shopping portals for the young generation. The simple email displays what products they are selling at the moment and the price range. These are lucid to understand the offer but yes, as of now these emails are very common. They work well for established brands.
In our play, we have high margins and very high customer loyalty owing to our differentiated and unique products. – Prabhkiran Singh, Founder, Bewakoof.com
19. Company: Trello – (Creatively direct CTA)
The best thing about Trello is that they make things easier. Both on their platform and in their emails. I loved the first line of the body. It makes sure the customers understand what Trello stands for. The next bullet points set things in motion. It’s about adding more people, planning teamwork and organizing the perspectives to boost productivity. A playful CTA of “Jump back in” fills you with the joy to use Trello. The simplicity with which they convey all this is incredible.
Trello offers a “very visual” way to manage projects without a learning curve. – Michael Pryor, CEO, Trello
20. Company: Zoho – ( Powerful Text)
Zoho is the Batman of all email marketers. The personalization after you subscribe is subtle and genuine. The eagerness to assist through a software’s customer journey makes their funnel invincible. A similar touch you can notice in Oyo rooms when you book and get an Oyo captain. It’s not easy to deliver such robust customer support so profoundly. In other email marketing examples, you may find a give been added as a cherry on top after the personal touch. The way customers would then respond to you is magical. Read more on this in Pepipost’s Email Marketing Playbook.
Outputs are really not hard to measure when you’re looking at customer metrics, as in how much revenue is the company generating; I think this is what counts in the end. It doesn’t matter if the cat is black or white, as long as it catches the mice! – Sridhar Vembu, CEO, Zoho.
21. Company: Zomato – (Effective Coupon Advertising)
Every single sentence talks about food. A retention email works well when there is fierce competition from Swiggy!
What do you do? You send a gift. A 40% coupon is inviting! There’s a subtle hint of good food handling services. The signature consisting of “For the love of food”, reinforces the zeal to click the CTA.
A logical backing to your ideas is important, but don’t be scared to do something different or impulsive.- Deepinder Goyal
22. Company: Amazon – (Literary Amazement)
What? Yes, I’m mentioning Amazon again. But look at this email. It freaking innovative. Compiling the list of activities Alexa can assist you with, all in an email sounds so cool. It is about making customers familiar with your platform. Amazon does it in a way that sounds appealing! You feel like using technology. There’s also a CTA which leads you to an endless possibility with Alexa. Such email campaigns are ingenious! Probably an automated email marketing approach makes a difference in delivery. Try Pepipost for the fastest email delivery.
We were able to take our learnings (as well as the developers) and accelerate our efforts building Echo and Alexa,” – Jeff Bezos, Founder, Amazon
23. Company: Paytm – ( Solution for Common Man)
Paytm is subject to always constructive criticism as you cannot ignore its great marketing tactics. One such email campaign is the one where ‘Paytm Travel’ asks a direct question. Then they go further with a simple creative to state their value proposition of low fares. They solve a universal expensive transportation issue, as well as state, it directly and eloquently. Such online marketing campaigns work well when you smell like a disruption. Paytm identified the gap in the market and when you do that, make sure to send these types of emails.
“Poverty in India is an asset, which sometimes our countrymen love to play with.” – Vijay Shekhar Sharma, Founder Paytm
24. Company: Hotstar – (Trending topic promotion)
Know what’s trending? Yes! Climate Change. It’s a big-time hashtag. The subject line is equally curious. “Are we on the verge of extinction?”. It sounds a great movie, a tv show and of course a documentary since it is coming from Hotstar. The CTA leads you to the page where only premium members can watch but a 10 minutes watch is given to guarantee a subscription or retention. There is so much information in simple graphics that it doesn’t become hard to articulate.
“It reflects the new India that is showing up on the Internet” – Ajit Mohan, Former CEO, Hotstar.
25. Company: ICICI Bank – (Content Amalgamation)
Utility Amalgamation is somewhat of a new term for versatility. No, it’s not viral, I created this term just while writing it. ICICI connects banking to food and represents it very strongly in this promotional email. Reference to Friday is an astounding connection to the target audience. The utility of ICICI cards on food in this email campaign is a commendable effort to get back the lost customers to Google pay and Paytm. Such marketing emails make a huge impact.
If you take existing ideas and make them affordable and scalable, you substantially change business models. India lacks an education system that is research- and creativity-oriented. – Chanda Kochhar, Former MD, ICICI Bank
26. Company: Bitly – (Sample Utility Offering)
A simple URL shortening company can now give you details about the clicks on your links. The CTA takes you directly to the dashboard. How cool is that? A watermarked image works in its favor. That also brings us to the question, do you know about embedded images in emails?
My advice to people starting out is to find a small company where you can drive growth and get paid for that growth. – Mark Josephson, Founder, Bitly
27. Company: Acorns – (Money Motivation Campaign)
Acorns strategy is to get a referral. Agreed! But look at the representation. It’s accurately visible how much you are going to be rewarded with. There is a bonus strategy in place too. Such promotional emails are totally worth it for your referral campaign. This fintech has been recently valued at $900 million in the last series E funding.
The big goal is to reach every American who makes $100,000 or less in household income. – Noah Kerner, Founder, Acorns
28. Company: Food Junky – (Steps to associate strategy)
A beautiful email with steps to the referral program and how to use Food Junky to the best level.
To always under-promise and over-deliver is the culture we try to build here at foodjunky. – Travis Johnson, CEO & Co-Founder, Food Junky
29. Company: Slickwrap – (Niche offering promotion)
Slickwraps is a pioneer in making iPhone back covers and they present it a zeal that is displayed in this article. The dark theme in this email campaign is one a kind used by technology.
We had a focus on quality assurance and making sure that whatever we put our brand on represented who we were. Quality and dealing with customers directly. – Jonathan Endicott, Founder, Slickwraps
30. Company: Academia – (Success Stories)
Academia finds an innovative way to present numbers for your liking. It presents the grants’ monetary value so compelling that increases the visibility of the CTA.
Writers spend three years rearranging 26 letters of the alphabet. It’s enough to make you lose your mind day by day. – Richard Price
31. Company: Gobibo – (Proactive Email Updates)
Alert messaging is a great retention strategy. Goibibo alerts help them get the retention done so as to give no space to customers to change platforms. Such email marketing campaigns work in a highly competitive scenario.
We want these brands to be more than just standalone – we want them to be keywords. – Ashish Kashyap, CEO, Goibibo
32. Company: Rummy Passion – (Getting Started Bonus)
For now, we have around 50 prominent websites for playing Rummy but this email from the paid email campaign caught my eye. Real cash is something great and Rs 10,000 is a start that everyone willingly would fall for. I’m however skeptical about the target audience.
33. Company: Sprout Social – (Don’t Let Me Go strategy)
How to forget Sprout Social? The platforms’ visibility is all around the globe with great influencers making it credible in their blogs as one of the best social media management players. There is a CTA play here. A total of 4 CTA have been used to promote their Facebook pages report. The color scheme has been brilliantly blended to take care of Facebook as well as Sprout Social’s style guide. A conversion type marketing email with brilliantly placed CTA has excellent goal conversions.
Build great stuff for your customers and treat them well, they’ll talk about it. Add value to the conversation and you’ll be welcomed. The “industry” has spent a decade trying to make it more complicated than that, but it’s not. – Justyn Howard, CEO, Sprout Social.
34. Company: DIY
In just another email you get an easy pizza making tale. DIY’s email campaign sets its marketing goal to the next level. The addition of social shares to the email gives it a branding entitlement. These graphic newsletters make sense to the audience immediately.
35. Company: Coursera – (Online Free Consulting)
Last but not least, Coursera’s recommendation emails are totally crispy and to the point.
The funding will help Coursera expand internationally and further develop its online reading platform. – Jeff Maggioncalda, CEO
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