The almighty click is an important indicator of whether your email marketing campaign is working. In fact, marketers consider click-throughs the number one indicator of success – even above conversions.
But the same study showed that low click-throughs in email campaigns are also the leading challenge for most marketers. Customers are flooded by email campaigns competing for their attention. It’s up to you to figure out how to create content that’s engaging and interesting enough to result in a click.
Allen Edmonds, a retailer that specializes in premium men’s footwear and apparel, recently started thinking about how to create that kind of content. One of the ways the brand built content was to start targeting by weather.
By sending sales emails that offered different creative and products according to the forecast, the retailer saw a 300% increase in click-through rates.
Want to learn more about how Allen Edmonds used contextual marketing in email?
Download the full case study to read about this campaign and three others from Allen Edmonds that took email marketing to the next level through weather-targeting, personalization, geo-targeting, and more.
