In an article published on Martech Series on Feb. 27, 2021, 6 Email Marketing Lessons from Fortune 500 Companies, the author takes a look at some Fortune 500 Companies, including Apple, to see what lessons about email marketing can be drawn from them. Here is an excerpt from this article:
“As technology continues to advance, so does a customer’s expectations. As most of them are accustomed to overflowing inboxes filled with offers from their favorite brands, they expect more from the emails they receive. So, how can you still use email marketing to stand out from the crowd?
A successful email marketing strategy will encourage signups to your product, generate website traffic, and improve your ROI. This is supported by research, which shows that for every $1 you spend on email marketing, you can expect an average return of $42…In this post, we will go through the top 6 email marketing lessons you can learn from the Fortune 500…
Apple: Focus your Unique Value Proposition and Keep It Simple
Apple is one of the few successful companies that doesOn’t need to compete on price. Instead, their marketing focuses on promoting an innovative product that its competitors cannot imagine or offer.
In this pre-order email, you can see that Apple justifies not competing on price as its benefits speak for itself. Who wouldn’t want a smartphone with the fastest chip or one that possesses new technology for taking portraits at night?
What Apple also does very well, as part of its email marketing, is to describe high tech products without the high tech jargon. Their sentences are short and direct so that it doesn’t overwhelm a consumer with too much information. Their product images and simple color schemes also make it easier for consumers to understand what they are reading. Apple also uses white space between images and words so that customers can quickly scan the content of an email. In this way, an uncluttered design framework gives Apple’s consumers a better customer experience.”
Here’s what we think here at Blue Interactive Agency:
First, it’s no surprise that the author, Efrat Vulvsons, opened this article’s discussion of crucial email marketing lessons with an assessment of Apple’s approach to content and design. These are email marketing basics, the nuts and bolts of email marketing, if you will, but not all companies can boast Apple’s level of email marketing success; Apple certainly gets it right, and here’s why:
Apple’s Email Marketing Lesson
Apple crafts content that is accessible, concise, and easy for its audience to understand. If you’ve ever read an email from a company or visited their website and are left scratching your head, wondering if it’s your fault for not quite understanding the jargon, you know that there are many marketers who’d never last long on Apple’s payroll. Content is the hinge by which the success of your email swings. Content can be an open door or a barrier to the achievement of your marketing campaign’s goals.
Similarly, Apple uses white space and email design elements effectively so that it highlights its content. The design works in tandem with the content, both clearly nurturing the communication process. The right words, images, and colors should not be undervalued, and Apple certainly has these basics down to a science.
A Successful Email Marketing Campaign
At Blue Interactive Agency, our digital marketing specialists, content creators, and designers can help you develop effective email marketing campaigns that will help you achieve your business growth goals. Email marketing continues to be a major channel for digital marketers to connect with their target audience, and at Blue, we have strategies you can rely on to promote your products, services, and company successfully. Contact us to learn more.