Each week, Marigold Engage+’s strategic services team summarizes the articles and trends we’re seeing for our clients. We think they’re fascinating — and bet you will too! Here is a peek into what we’ve been talking about this week.
Looking for industry news and email activity trends for this week? Find them here.
Standout email campaigns
Vineyard Vines — Engaging healthcare heroes
Vineyard Vines shows appreciation to healthcare professionals with different propositions in an attempt to increase the response rate from this audience. Option one (discount) stands out for its interactivity features:
- CTAs for each professional type
- Appreciation message after clicking through
- Professional status verification
- Discount code sent by email
Option three (gift pack) stands out for being a multichannel marketing tactic that creates a consistent experience and drives traffic across three different channels: email, website, and Instagram profile.
Madewell — Indoor inspiration
The Madewell team brings a personal touch to their email campaign by focusing on ways to enjoy your time indoors, with subtle references to their clothing line. A departure from business as usual sales campaigns, this approach makes it personal by connecting the theme with their own staffer’s preferences, which can be considered as a way for customers to familiarize themselves with the brand.
American Eagle — Virtual prom
American Eagle is throwing a virtual prom dance in Zoom featuring special guests and live performances, plus custom Zoom backgrounds for the occasion. A remarkable strategy that engages its audience with a fun experience and strengthens customer loyalty. Participation requires registration and includes an email acquisition segment to grow the subscriber list and further extend contact with new subscribers. The campaign also features an Instagram CTA that promises to carry out additional marketing tactics after the event; generating a sense of expectation and maintaining the participants’ engagement for a longer term.
Hirshhorn Museum — Create and share
Hirshhorn Museum brings interactive themes to their patrons (and their children!) during this pandemic. Email becomes interactive by enabling hashtags to share artwork with the brand through social media channels. A great approach to build excitement and encourage participation. This museum’s approach shines for accomplishing its mission of providing a platform for contemporary art and culture, making the most out of the available digital resources.
Levi’s and Gap — Pride 2020 collections
Levi’s and Gap launched clothing collections to celebrate two weeks before Pride month kicks off in June. Identity, human rights defense, inclusiveness, and strength are messages which help these brands stand out for their efforts to take a step beyond promotion, and encourage subscribers to learn about the initiatives that their purchases would support.
Mark & Graham — Cruelty-free leather
Animal well-being has gained attention around the world, which has influenced the fashion industry. Mark & Graham steps up its game by implementing animal-friendly practices and offering ethically-minded products. Emails highlighting social consciousness help connect the brand to the “greater good” and influencer engagement.
Email trends
Nurse’s Day
Our favorite subject lines from Mother’s Day
Mobile exclusive offer reveal
Mother’s Day Messaging
Inspired by what you see? Contact your Marigold Engage+
Success Team to implement these campaigns for your audience.
Additional contributors to this report include Joel Powell with the Mobile Spotlight and Monica Ortiz.
