While most are stingy about who they give their email address to I, on the contrary, relish the email promotions because every so often I come across a marketing department that WOWs me. Ever since my days working in the e-marketing department and later freelancing for a large to-remain-unnamed book publisher, I’ve been on the lookout for great e-marketing campaigns. I can tell you from experience, great e-marketing is hard to find. Most companies and small businesses have weak uninspiring content and lame-duck visuals that have a tendency to provoke recipients into adding two NEW RULES (filter on email address and mark as spam). Recently, I’ve been lucky enough to encounter stellar e-marketing, not only in this company’s products and services (which I love, both online and print) but also in their great e-marketing. Their newsletters and promotional materials inspire, and I can prove that I’m not alone in this feeling, just let the analytics speak for themselves (see screenshot right).
In this past month, Behance (a platform for creative professionals to showcase a portfolio, connect with others, and job hunt) has grown it’s referrals from email 143% since last month, with a subsequent 168% increase in share month-over-month. If that doesn’t make you say holly-bananas I don’t know what will. From the on-set they do a slew of things right, here is what we can learn from Behance.net
Top 5 Techniques for Great E-marketing used by Behance.net
- First they engage their community by reserving the sidebar with your community stats like how many project views you have, your stats on praise, and number of followers.
- They remind their community of artists to be more social and promote their work with a custom html badge. You know, because artists gotta eat and it’s a symbiotic relationship. Users tag sites across the internet to promote themselves and Behance gets some tasty traffic.
- They lead with useful and thought provoking content, that’s simple, concise, and has a cohesive vector graphic supporting images.
- The advertisements in the content adequately target the audience. They’re not trying to sell you a cheese grater for stocking stuffers, rather it’s a way to get paid for telling their email subscribers about something they’re likely interested in anyway.
- The cream rises, inspire your community by sharing great work and get users pumped about being featured in the curator’s picks.
Similar to the way that my ears perk up when my magazine subscriptions hit my front porch, Behance e-marketing is devoured with excitement. Stay tuned for my review of their sister project.
Lindsey Mark works in Client Relations at Compete and is responsible for the strategic development of client retention and support policies for compete.com, with a focus on education and training efforts. She graduated from Rochester Institute of Technology in Rochester, NY so she's a certified technology junkie and open source advocate. When she's not thinking about marketing or training digital 007's at compete, she's doing yoga & blogging about gluten-free diet and lifestyle. Find Lindsey on Twitter as @linji, Google Plus as Lindsey Mark or connect with her via LinkedIn.