On this page, we will discuss various forms of email marketing that can be employed to engage your audience, thereby assisting in establishing a stronger relationship with them.
1. Welcome emails
The first emails subscribers receive from your business once they sign up for your email list are called welcome emails, and they are extremely important as they can create a positive first impression on your audience.
If you want to promote your business in a positive way, it is important to create welcome emails that leave a lasting impression and are valuable to read. These emails serve as an opportunity to establish your brand identity and increase subscribers’ awareness of your brand.
Customers desire to feel valued by your business. Welcome emails have the ability to demonstrate to your subscribers how much they are valued. One effective approach to demonstrate this value is by offering them something when they initially subscribe. This could be in the form of a discount, a free trial, or any similar offering. Such a gesture serves as a strong way to express gratitude for their decision to sign up for your emails and to indicate that you highly appreciate their patronage.
Welcome emails are incredibly effective at generating conversions. They generate four times as many opens and five times as many clicks compared to regular emails. By including an offer, you can enhance the deal and attract your audience to convert.
Adding an offer to your brand increases the excitement of people who are already interested in learning more about it.
To effectively promote your brand to new leads and generate excitement, welcome emails play a crucial role in email marketing. However, you may wonder how to initiate this process. The following are seven steps to construct a welcome email series.
2. Educational emails
Sending educational emails is an effective method of promoting your brand, as they enable your audience to gain a deeper understanding of your business. These emails serve as an excellent means of providing your audience with essential information about your business.
Educational emails provide the chance for you to promote your brand and business to your subscribers, even if they are not very familiar with your brand.
These emails are a way for you to inform your subscribers about your brand, products, and the benefits they can bring to their lives. They enable your subscribers to gain insight into your brand and the ways in which your products can enhance their lives.
These emails offer a valuable chance to educate your audience about your products, enabling them to gain insights into your business and understand the advantages of purchasing from you. By enhancing their knowledge and understanding, your audience becomes more inclined to engage in a transaction with your business.
3. Special offer/promotional emails
Special offer and promotional emails are highly efficient in email marketing as they prompt your audience to take action. The receipt of emails regarding sales, discounts, and other deals is greatly appreciated by people.
These emails present an excellent chance for you to captivate your audience and generate their interest in your products. You have the ability to dispatch exclusive perk emails to cater solely to your subscribers, demonstrating your appreciation for their loyalty.
By offering special promotions and exclusive emails, you can effectively retain your subscribers’ interest and engagement. Subscribers are more likely to stay connected with your business and anticipate receiving these promotions, thereby motivating them to spread the word and encourage others to subscribe for similar benefits.
You can send offers tailored to individual subscribers’ interests or send them out to a larger audience in an email blast. These emails are also effective in generating conversions as your offers tempt subscribers to make a purchase.
4. Re-engagement emails
Each of your subscribers exhibits unique behavior. Some may actively interact with your brand, while others may gradually lose interest or exhibit less frequent engagement. Utilizing re-engagement emails becomes imperative to reignite their interest and make your brand a priority once again.
Re-engagement emails provide a means to market your brand to subscribers who have shown reduced interest in your emails. This presents an opportunity to reignite their interest and boost your email marketing engagement rates.
These emails have a primary focus on subscribers and their experience, with the aim of engaging them and asking for their feedback on how their experience can be enhanced. This presents an opportunity to win back subscribers and deliver a campaign that aligns with their requirements.
By utilizing re-engagement emails, you have the opportunity to engage with your subscribers and determine their preferred way of interacting with your brand. This will enable you to enhance your email marketing campaign and ultimately generate higher conversions for your business.
5. Seasonal campaign
The seasonal campaign is an extension of the promotional email campaign.
You can launch an email marketing on any major holiday. From Valentine’s Day to less popular campaigns like Father’s Day, these email marketing campaigns can be highly effective. They can have a buildup before the event and a follow-up afterwards, giving you multiple chances to send an email.
The current period is of great significance for the retail industry, as stated by the National Retail Federation, as it accounts for 20% of total retail sales. In the United States, the value of these sales exceeded $84 billion.
When you are planning your season campaign, there are some things that you should consider.
- Know the holidays in the country you are promoting. This is a great way to segment your list.
- Start early. People are bombarded over the holidays so make sure you’re the first one to reach their inbox.
- Make sure the colors as well as the language matches the theme of the holiday.
- Give them an exclusive discount for the holiday. This is a critical reason why holiday marketing is effective.
- Use urgency. One of the main reasons email marketing works well is that they are for a limited amount of time.
6. Triggered email series
By utilizing automated email marketing, a sequence of targeted and relevant emails can be triggered based on a user’s action.
It might be that they clicked on a link in one of the emails in your promotional email series, put items in their cart but then bounced without checking out, downloaded a piece of content, bought something, or responded to a survey. In some way, their behavior “triggered” the drip campaign they are now entered in.
The DMA’s 2013 National Client Email Report states that more than 75% of email revenue comes from triggered campaigns, instead of generalized promotional campaigns.
7. Post-purchase drip
You rarely come across these, and you are unsure of the reason. You believe the post-purchase drip is a clever strategy in email marketing! It consists of a series of emails sent after a purchase, not primarily for selling but as a straightforward follow-up.
Suppose you purchase a new gadget for your kitchen. By utilizing automated email marketing triggered by the purchase, a clever email marketer can send emails that strengthen your decision to buy and cultivate brand loyalty.
From an emotional point of view, these emails cultivate trust and satisfaction among customers by providing valuable information and product usage ideas after the sale has been made. Simultaneously, each email presents an opportunity to encourage customers to purchase additional related products.
8. Connect-via-social campaign
This cross-channel social campaign can transition between email and social media platforms, including Facebook and Instagram, aiming to engage users in their newsfeeds.
For instance, a social campaign using email marketing can prompt users to share pictures of recipes created with the kitchen gadget on Pinterest, Facebook, or Twitter using a specific hashtag. The potential options are limitless.
9. The newsletter
A newsletter or digest, which is a regular communication between you and your list, is considered smart email, even though it is not technically a “campaign” as it has no definite end and can continue indefinitely.
When newsletters are done correctly, they do not become sales materials that your audience will become weary of, but instead become emails that can genuinely assist them by keeping them informed about product updates, educating them, and even providing entertainment.
Newsletters sent out by brands like the Skimm are among the most popular emails. However, it is not just a one-sided effort. You also gain advantages from this practice, such as remaining memorable, fostering brand loyalty, and offering shareable content that has the potential to expand your audience.
10. Abandoned cart series
Abandoned cart emails have the potential to function as a type of email marketing campaign.
Similar to other automated campaigns, these emails are generated when a user adds an item to their virtual shopping cart but fails to make a purchase. Typically, these emails include an incentive such as a 10% discount to motivate the user to finalize their purchase.
Email series like welcome emails often have significantly higher open rates and conversions. However, they may be more complex for beginners to handle but should be considered by everyone for implementation.
11. Time-sensitive emails
Time-sensitive emails are an effective method of promoting your business and products to subscribers in order to encourage their conversion. Their potency lies in their ability to motivate subscribers to seize the opportunity of a limited-time promotion, generating a sense of immediate action.
These emails provide a valuable chance for you to promote specific products. You can select products that you are aware your subscribers have an interest in, and emails with time constraints serve to motivate them to make a purchase before the deadline.
Limited-time sales increase people’s motivation to participate as they fear they will miss out on discounts for products they are interested in. Using these emails is an effective strategy to enhance engagement and conversions for your business.
12. Review emails
Reviews play a crucial role in every business as they assist potential customers in making purchase decisions. When individuals who are subscribed to your email list make purchases, it presents a valuable chance to encourage them to leave reviews for your products.
In a step-by-step manner, you can proceed by sending a follow-up email to your subscribers and kindly request them to review the product they have recently bought. Avoid pressuring them into leaving a positive review, as your aim is to promote genuine feedback experiences that will assure people of the authenticity of the reviews.
Engaging your audience through this method is an excellent way to encourage them to reflect on your products and communicate their experience with others. This provides your business with a chance to generate more conversions in the future.
Keeping your audience engaged with your brand can be achieved by sending review emails. This practice enables you to acquire candid feedback on your products, thereby potentially boosting sales by attracting more customers.
