With the transition into 2018, several of the email programs to which I subscribe took the opportunity to send year-in-review campaigns including activity-focused statistics. If done well, this is an opportunity to easily surprise and delight subscribers by helping to illuminate the impact of interactions with the brand. Here are a few of my favorites to help highlight the ways different brands leveraged personalized and summary statistics to create memorable campaigns.
The 2017 Year in Review campaign from OpenTable below included several pieces of compelling content: 1) the cross-sell suggestions/recommendations, 2) the social sharing option, and 3) the % call-out to help gauge where I stand related to other diners in the market. The use of simple, on-brand circular elements and minimal CTAs created an easy-to-read and highly-engaging collection of information.
AHA’s New Year 2018 campaign, referenced below, included aggregate information detailing key statistics and milestones for the brand from 2017. While there were no dynamic stats that specifically applied to my activity, the presentation of this information was compelling and engaging based upon the simple iconography and conversational copy. By toning down the emphasis on the CTAs that are included in the lower half of the email, AHA creates a content flow that is streamlined and also engaging.
The LastPass 2017 year-in-review campaign included approximately 10 stacked content areas with a scroll-worthy selection of statistics tied to industry-based and company-focused activity. By adding in some fun stats they lightened up the more serious tone of the security content. The email also included just 2 simple CTAs (both using “VIEW ONLINE”) positioned at the top and bottom of the message. See the email here:
Summary Stats in Monthly Campaigns
Microsoft Rewards’ monthly emails typically incorporate gamification elements to engage subscribers and encourage activity with the brand’s set of products. Their final monthly campaign from 2017, shown beneath this paragraph, focused on these elements via a combination of statistics and CTAs associated with points collection. By using simple CTAs and adding in a quiz option, the actionable nature of the content was clearly defined.
Nest consistently includes a combination of personalized and aggregate statistics in their monthly email campaigns. While they didn’t specifically do a year in review campaign, they included New Year inspired imagery in the January email. Using a combination of hero animation and design elements, the email presents the stats in a highly-engaging format. Check out their January email here:
Use of behavioral targeting via statistics and activity-based content can provide a key opportunity for maximizing loyalty, engagement and the overall subscriber relationship. While year-in-review campaigns easily provide an ideal opportunity for positioning of this content, the above examples of monthly campaigns also show the potential for providing value on an ongoing basis with higher frequency. By combining the statistics data with other types of content, the above brands have been able to elevate the delivery format for this information.