Most Effective Mobile Marketing Campaigns of 2013

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Key takeaways

• Use casual, friendly subject lines to improve response. President Obama’s 2013 emails used short, informal subjects and drove fundraising and traffic.
• Add interactive elements in mobile emails. Taco Bell used an animated GIF to enable reminders, geolocation alerts and sharing.
• Offer free content. Help Scout’s free eBook produced the company’s highest open and click rates.
• Create holiday-focused interactive features. Uncommon Goods’ Christmas calendar showed delivery timing and drove store traffic, boosting sales.
• Use quizzes to engage and segment. ModCloth’s style quiz both entertained customers and created segmented lists for targeted marketing.

Introduction

Now that 2013 is in the rearview mirror, it’s a great time to take a look back at some of the most effective tactics and techniques that ignited great mobile marketing campaigns in 2013. These offerings stood above the rest and helped provide some unique insight into how to get the most out of your mobile marketing solutions in 2014. From the President of the United States to vintage clothing outlets, each selection helps outline what can really set a mobile campaign apart from the run of the mill alternatives.

Barack Obama’s Fundraising Outreach

The first entry on the list comes directly from the Commander-in-Chief himself. Instead of using stiff, formal language and a boring subject line, this email campaign took things in a more casual direction, as noted by Businessweek. By sticking to subjects like “Hey” and “Wow,” President Obama’s email campaign helped smash fundraising targets and drive major traffic to the campaign website, all while presenting the reader with friendlier and approachable feel.

Taco Bell’s Happier Hour Campaign

Fast food marketing and emails don’t generally go hand-in-hand. However, Taco Bell helped break the mold in 2013 with a fun and creative email campaign that incorporated a few simple and effective strategies. In an article on Mobile Commerce Daily, the basics of the process, along with comments on its effectiveness, painted a clearer picture of just how impressive this campaign was. By adding in an interactive GIF, the targeted user was able to set reminders for upcoming specials, as well as use geolocation to receive alerts when he or she was near a Taco Bell. Adding in the ability to share with friends and family put the finishing touches on a great marketing email.

Help Scout’s Freebies

In a post on Buffer, the power of free offerings in email marketing took a place of prominence with a look at a campaign from Help Scout. By offering a free eBook to customers on the mailing list, this company not only propagated its brand message, but also posted the highest rates of opens and clicks that the business has ever recorded in an email marketing operation. In short, if you want to take a page out of Help Scout’s book, don’t be stingy with the email freebies.

Uncommon Good’s Christmas Calendar

The holidays are always big for any type of marketing initiative. To maximize the potential of this time of year, online retailer Uncommon Goods rolled out a fun and useful interactive email. HubSpot helps set the stage by explaining how a simple Chirstmas calendar made a massive difference. By adding in this calendar, Uncommon Goods helped users looking to do a little last minute shopping find out when their goods would come in, while also directing traffic to the online store. This clever combination helped boost sales for the retailer, while also offering a useful service to the consumer.

Modcloth’s Style Quiz

The final member of the list sought to test the customer’s fashion sense with a fun quiz. Crazy Egg notes that ModCloth, and indie fashion design company, nailed two objectives with a simple fashion test. This quiz not only gave readers something fun to do, but also helped the company segment consumers into separate lists and plan marketing efforts to maximize this information accordingly. This campaign just proves that customers are more than willing to give you the information you need to conduct a successful marketing strategy – so long as you can appeal to what interests them the most.

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