{"id":7620,"date":"2021-05-06T05:44:35","date_gmt":"2021-05-06T05:44:35","guid":{"rendered":"https:\/\/colibriwp.com\/blog\/?p=7620"},"modified":"2021-08-05T13:45:44","modified_gmt":"2021-08-05T13:45:44","slug":"mailable-microsites","status":"publish","type":"post","link":"https:\/\/colibriwp.com\/blog\/mailable-microsites\/","title":{"rendered":"Mailable Microsites: Is That the Revolution of Email Marketing?"},"content":{"rendered":"

The folks at Moosend<\/a> have developed an all-in-one marketing platform for businesses worldwide. From email marketing, automation, to landing page design and analytics, they know the drill. They are trusted by brands like Ogilvy, Gucci, Vogue, Domino’s, Isobar, and more. Today they’re sharing their knowledge with us on mailable microsites, a new trend taking over email marketing. Let’s hear them out!<\/em><\/p>\n

A microsite is nothing new when it comes to marketing in general. But it’s not something that’s easy to define.<\/span><\/p>\n

In the simplest of terms, all microsites are websites, but not all websites are microsites. So, we’re talking about a very small – no more than 3-pages long – website that exists for a very specific reason; kind of how a landing page is a standalone page that serves a purpose.<\/span><\/p>\n

And much like how the recipient of an <\/span>email newsletter<\/span><\/a> can access a landing page by clicking a designated link, a microsite can be accessible in the same way. Or not.<\/span><\/p>\n

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Microsite: the Identifiers<\/span><\/h2>\n

A microsite is not a website with fewer pages or of the main website’s subdomains. Marketers usually create microsites to “accommodate” a limited-time offer, a specific marketing campaign, an <\/span>interactive quiz<\/span><\/a> that aims for lead generation, or a contest.<\/span><\/p>\n

This means that the nature of a microsite is temporary. Since it’s created with a specific goal in mind, the keyword a marketer needs to target sets the tone in terms of design and content.<\/span><\/p>\n

So, imagine a tiny website that won’t give you all of the information on a brand or a business but will promote specific marketing actions, products, or services. It will have its own content, a generic contact email, and, of course, content that will engage and entice users.<\/span><\/p>\n

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Mailable Microsites: How Did It Come to This?<\/span><\/h3>\n

A microsite can be incorporated into an email marketing campaign. After all, one of the reasons marketers use microsites is the same reason they use <\/span>email marketing<\/span><\/a>: to target a certain audience and reach a specific goal.<\/span><\/p>\n

So, combining microsites and email marketing makes sense. Not just by adding a sign-up form to your microsite. You can create an email that looks like this:<\/span><\/p>\n

\"\"<\/p>\n

(<\/span>Source<\/span><\/a>)<\/span><\/em><\/p>\n

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This is an email by REI, a brand that urges people to live their life outdoors. Their target audience is people who read their emails on the go and probably won’t convert or proceed with a purchase if it can’t be done right there and then.<\/span><\/p>\n

This is why REI needed to create a mailable microsite; to target the prospects moving from one place to the next and lead them further down the <\/span>sales funnel<\/span><\/a>.\u00a0<\/span><\/p>\n

Of course, REI’s ideal customer might be on the go, but not all customers are. This means that the mailable microsite’s content needs to be different from the content of the brand’s main website.\u00a0<\/span><\/p>\n

Mailable microsites, to put it plainly, came to be because of their unique ability to allow prospects to complete marketing actions right there and then, without clicking on links or CTAs and without ever leaving their inbox.<\/span><\/p>\n

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How to Create a Mailable Microsite<\/span><\/h2>\n

The example above is a clear indicator that enhancing user experience and interaction with a brand through tools like <\/span>online chatbots<\/span><\/a> or burger menus is, in fact, the future.<\/span><\/p>\n

Here are some elements you can incorporate into the email marketing newsletter campaign you’re going to design next to help you give your emails the look – and the function – of a microsite.<\/span><\/p>\n