8 Types of Email Marketing You Should Be Sending
Are you ready to launch your first email marketing campaign?
But nothing comes to your mind when you think about what you are going to write in your emails before hitting a send button.
You have the right question in mind and you can resolve it by following up with the types of emails described in this list.
Yes, there are “types of email marketing” and like other marketings channels, you will have to define different marketing goals which will be achieved using different strategies.
A good email marketer includes all of the given below email marketing strategies based on where is a user is in their customer’s lifecycle.
Therefore in this post, I am going to share types of email marketing that you can utilize in your business.
Sales Driving Email
Sale driving emails are the types of emails that are designed to drive sales and increase revenue.
You can target active or inactive audiences to convince them to make a purchase.
Active:- These are the individuals who have previously purchased from your company and may be interested in making future purchases.
Inactive:- These are the individuals who have signed up for your email list but never have purchased any of your product or service
Although all email types focus on driving sales, these emails are more direct in approach.
You can include content like bonuses, discount offers or simple information about your product or service would be enough.
These emails are one of the most powerful types of emails to drive direct sales and they will be more efficient if you incorporate them with other types of emails in this list.
Customer Loyalty Emails
These are the emails where you do not promote any of your products or services.
The main purpose of customer loyalty emails are to keep reminding your customers about your brand and let them know that you exist.
Here you are building a relationship with your customers and it helps your customers to remain loyal to your brand rather than going to your competitors.
Customer loyalty email may not directly impact your revenue but you can drive long term results with it.
Because when you are building a relationship they are more likely to purchase products or services from you, spend more money over the long term and recommend your brand to other people.
Which customers to target for customer loyalty emails?
For these emails, you should target the most active users rather than sending the email to your entire email list.
Because when you include inactive users in these types of emails then it will result in low open rates, increase spam complaints and overall have a bad impact on your email marketing campaign.
You may even not be able to reach the email inboxes of your audience in future.
Content to use in customer loyalty emails can be:-
Wishing your subscribers a happy birthday is a great way to boost your relationship with them.
It makes your audience feel special and valued if you remember the important day of their life.
You can even offer them a discount offer as a birthday present.
Holiday greetings emails again make your customers feel special and they can take advantage of special discount offers that are only available on holidays.
Reports show that conversions and open rates of emails are high during the holidays season.
Here are some important statistics during holidays:-
- Black Friday – 76% open rate
- Cyber Monday – 63% open rates
- Retail Conversions – 55% on desktops
- Apparel Conversions – 67% on mobile
Thank you emails
Thank you email is a great way to show gratitude towards your customers for being connected with your business.
In addition, you can write these emails in a more personalized manner to show your human side and it will result in increased brand loyalty and brand awareness.
These are the emails where you add some value in the customer’s life without expecting to get anything in return.
You can either send a blog post, share success stories, a simple tip or free resources.
Free resources can include a free ebook, webinar invitation, pdfs, guides that are relevant to your audience.
Customer Retention Emails
Customer retention are the emails that target existing customers to make sure that they will remain customers of your brand and shall come back again and again to make a purchase.
These emails are more specific to the needs of the existing customers.
For example, if your business is all about mobile phones then you may want to send a different offer to a customer who has previously purchased an android mobile phone than you would to those who have purchased an iPhone.
To make sure that your email has a high conversion rate try to put the most targeted and appropriate offer in front of your target audience.
Lead Nurturing Emails
They are part of a connected series of emails that guides your users towards the sales funnel.
These are the automatic emails that are triggered when a user takes a specific action, for example downloading an ebook, registering a new account on your website or active a free trial.
To use lead nurturing emails to your full potential, first segment the list of subscribers according to their behaviour so you can deliver highly targeted emails to your audience till they become paying customers.
Transactional emails are the types of email that automatically gets triggered when a user takes a specific action on your site for example signing up to your opt-in form, buying a product, downloading content from your site etc.
Here are some types of transactional emails:-
Welcome emails are the first email messages that are sent to your subscribers. They are the first impression your brand makes. About 33% of users who receive welcome emails show more engagement.
Confirmation emails are sent to an individual when they have triggered a certain condition.
This condition can be subscribing to the newsletter, making a purchase, registering for an event etc.
Since the action is triggered by the user itself therefore these emails have higher click-through rates and engagement rates.
According to the Experian reports, confirmation emails have an average click-through rate of 12 to 20% that is 5 times more rate than bulk emailing.
Follow up Emails
Follow up email is an email or series of emails sent after the users have performed some action.
For example, a user free trial is about to expire so you send an email to pick the best-paid plan possible.
Customer Win-Back Email
The customer win-back email is designed to get back to those people who were once your customers or have abandoned your product or service but have still not unsubscribed from your email list.
Using this type of email you can win back those customers but most likely these emails have a lower response rate, therefore, you should not use them frequently.
Otherwise, it can affect your overall email metrics.
You can segment your audience based on the last interaction they have made with your business, for example, you can group people who have not interacted with your business in the last 2 months and segment another group of people who have not interacted in the last 1 year.
By grouping the people based on the time frame you can create an effective email campaign.
Survey email is the method of collecting data with surveys or questionnaires that are sent to your target audience.
The email subscribers can then reply to those surveys and questionnaires directly through embedded questions, reply to the email or whichever method is used by your email marketing software.
For example, you can send a survey email about your latest product launch and get feedback from your customers.
These emails are the best method to know exactly what your customer needs and you can then alter your services accordingly.
It helps your customers know that you care about their problems and increases the lifetime value of the users.
As the name suggests, video emails are the emails in which videos are embedded into the email content.
According to the reports, adding a video in an email can result in a 200-300% increase in click-through rate (CTR).
Videos are the rich media format that makes your emails more engaging and adds value to your audience.
In addition, you should use an eye-catching thumbnail that your audience can not resist opening.
Email marketing is a powerful tool to boost your conversion rates.
A good email marketing campaign consists of all of the above marketing mix strategies.
You do not have to always annoy your customers to make a purchase instead providing value in your email to build trust and loyalty.
This way you will see long term results.
In addition, segmenting your email list is important to keep your customers getting the right information otherwise your audience can not relate to the content of the emails and they will unsubscribe from your list.
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