Putting together a series of emails for an email marketing campaign requires a knowledge of the different types of email marketing.
Continue reading to find out about the different emails that can be sent to build relationships with your subscribers and grow revenue.
The Welcome Email
The purpose of welcome emails is to prepare your potential customers to do business with you.
Welcome emails help your customers to feel acknowledged and seen. Your email address is bookmarked in their inbox, and any promotional emails are likely to be opened, especially if they have interesting subject lines.
Why Send a Welcoming Email?
It is quite common nowadays to receive a welcoming email after any contact with a new company. This common follow up email that defines you as a professional.
Think of this email as the start of a business relationship between you and your potential buyer or member. They have given you permission to launch a promotional email campaign.
Email Newsletters
A well-run newsletter campaign helps keep your business on the minds of your subscribers.
It is best to strategize a series of newsletters with a goal in mind. That goal might be to get them to subscribe to a special group, or buy a particular product.
Newsletters are nurturing emails that let your customers know that you understand them. They should always end with a call to action that urges your customer to take certain steps, such as visit your website, or join a special club.
Newsletters Nurture Brand Awareness
Newsletters can be used as a way to increase brand loyalty. However, this means sending them out on a consistent basis.
If your subscribers like your content, they will look forward to receiving it on an expected date. Any promise made in your subject line must be kept, as well as your promise to deliver the next newsletter installment.
The Newsletter Digest
One great thing about a newsletter is that it can be repurposed from content that you have created elsewhere. This helps to keep your newsletter diverse and interesting.
For instance, the newsletter can include a popular blog post, an announcement of an upcoming event, information about a discount, and link to a survey.
The content of your newsletter must be strategized to avoid having too many calls-to-action in one email. Be sure to arrange any repurposed content in a way that prioritizes the most important information at the top of the newsletter.
Dedicated Emails
Dedicated emails are single correspondences that invite a particular segmented group of subscribers to an online or offline event. Generally, dedicated emails contain a focused call-to-action that drives results from a specific group.
Dedicated emails are easy to build using an email template, and can be created from content already on your landing or web pages with just a few tweaks.
Dedicated emails are the opposite of a newsletter. Dedicated emails have a single-minded message meant to drive customers to commit a specific action, whereas there can be several call-to-actions in a newsletter or digest.
Lead Nurturing Emails
As an inbound marketing tactic, nurturing is all about understanding the essential character of your typical subscriber. Knowing who your customer is, by gathering information about them through a business analytics program such as Mail Chimp or Shopify Mail is vital to creating nurturing campaigns.
The goal of nurturing emails is to convert buyers into long-term members of your website. This begins with the welcome email that is followed by additional ones that hold your customer's hand through every stage of the buying process. After conversion they are then sent a post purchase drip of emails to coddle the relationship between buyer and seller further.
Personalized Email Marketing Campaigns
Nurturing campaigns are sent out as a sequential email series that can be designed to make your customer feel familiar with you. These personalized emails use the vernacular of your customer group. For instance, a nurturing lead series marketing skateboards to a group of adolescents would have a much different tone and language than orthopedic shoes marketed to a group of seniors.
A customer that feels misunderstood by you, or like you are just trying to bully them into buying is going to opt out. A nurturing email makes them feel as if they have joined an exclusive club.
Nurturing email marketing campaigns are automated so you capture every new customer right at the gate. The set-and-forget technology allows you to craft every email in advance and then send them subscribers while you focus on the larger picture of your business.
Transactional Emails
Transactional emails are sent to a customer after they have taken a specific action. For instance, after a subscriber attends an online course, a thank you opt-in pop up is sent which gives them the opportunity to sign up.
Often these pop ups use a double opt-in scheme, asking them to click on a link to confirm registration. Transactional emails can happen at many points during the buying process: before checkout, after checkout and if the customer abandons their shopping cart.
The only disadvantage of using pop ups is that the busy nature of them sometimes discourages a customer from checking out.
Re Engagement Emails
Your analytics may show that part of your customer base has been inactive for a long time. If this is the case then you can use a re engagement campaign to establish contact.
Usually these emails take the form of asking for fresh feedback. Get ready for emotional responses in the comments section and vow to use them as constructive criticism.
Take surprising negative feedback in stride after you send this type of dedicated email.
Sponsorship Email Marketing Campaigns
Sometimes your product changes and you need to find new leads to populate your email database. This is when smart marketers use a paid media strategy to offer a new sales pitch through a third party with similar customers.
This usually entails designing your own email copy according to the vendor's specifications and sending those who click to a targeted landing page.
The benefit of sponsored email marketing campaigns is that they can help you reach a highly targeted audience.
Summary
Email marketing campaigns are an effective way to find new leads, engage with existing customers and touch base with past customers.
A tightly connected series of emails sent continually can be a powerful tool to keep your customers for the lifetime of your business.
