Over the past few years, email marketing has gone from being just a part of your company's digital marketing strategy to an undeniable foundation and necessity.
Although 99% of consumers check their email every day.
A challenge to email marketing is that the increasing number of brands that are investing in email marketing, are becoming too numerous and thus it is difficult to capture the attention of your contacts and engage them in meaningful conversations.
Unless you follow e-mail marketing strategies that are strong, contemporary to your audience's interests, and more creative than competitors.
Implementing an email marketing campaign is not as easy as it may seem.
Anyone who has tried email marketing knows that it's not as simple as drafting a message quickly and hitting send.
But you have to have access to the right tools and software, design engaging emails to reach your goals, create different types of emails for all different situations, and track your metrics.
The key to crafting a successful email marketing strategy is creating trust with your contacts and building real, long-term relationships with them.
Effective email marketing takes time, effort, listening, analytics, and strategy.
But do not worry, in this article we will put you on the first step, which is to identify the types of e-mail messages.
Types of marketing emails
The most successful marketing emails are not sent just because we do the work, but instead are part of a properly calculated strategy.
Whether you're launching your brand's first email marketing campaign or looking to revamp an existing email marketing strategy, the first step is to define your intent.
Why are you sending an email? To define your goal in email marketing, answer this question yourself: What do you hope to achieve with your email marketing campaign?
Your intended goal will determine the type of marketing email you should send.
And to help you decide what type of marketing email will best help you achieve your goal, read on to learn about the main types of marketing email:
A newsletter is an email that you send regularly to certain parts of your email list that helps you interact and build relationships with leads. These newsletters are usually summaries of recent content you've created and a place for announcements or updates.
It's an increasingly popular type of marketing email, but not every brand needs a newsletter.
A newsletter can be useful if you are trying to attract potential customers and visits to your website, maintain relationships, better qualify leads, and close more deals.
If your brand goals align with any of these goals, you need to craft targeted email newsletters.
2. Letters to take care of potential clients
The emails that nurture leads are usually part of a continuum that guides users down your sales funnel.
They have fired automatically when the user takes a specific action, such as downloading, viewing content on a landing page, or requesting a trial.
To maximize your returns with lead nurturing emails, it's important to segment your audience by behaviors so that you deliver highly targeted messages to your readers at every stage of the buyer's journey.
3. Informational emails
Similar to newsletters, this type of email provides an update to a large group of readers. In these emails, you can send advertisements related to the following:
- New content.
- Product updates.
- Upcoming events.
- Event updates.
- Co-marketing partnerships.
For example, if you want readers to sign up for your webinar, your informative email should contain facts regarding registration windows, event times and dates, a brief description, and how readers can sign up.
4. Transactional emails
Once you've developed your email list a bit, how do you attract potential clients and clients you have a relationship with?
Transactional emails are triggered automatically when a reader takes a certain action, such as subscribing to your newsletter, purchasing a product, etc.
The most common forms of transactional emails are:
The confirmation emails should be the confirmation emails.
To avoid any confusion, keep these emails simple, with just a brief summary of the information your recipients want you to confirm.
Try not to bother with the design, because they simply want to know that the action they did is completed so they can save the information, have peace of mind, and move on.
Kick Back / Thank You Emails
When a potential customer or customer fills out a form on one of your landing pages, an automated email message should be triggered after it's been sent.
Depending on the form, these informal emails are often referred to as thank you emails.
Make sure not to overcomplicate the appearance of these emails. The reader is not looking for additional information, but rather looking for the offer or content that he already knows has been redeemed.
Welcome emails are the perfect choice to say thank you and provide more information to people who have signed up for your newsletter, product trial, or another offer.
Use your welcome email to highlight your brand's personality and the value your recipients expect to receive.
If you're welcoming new users to a product or service, a welcome email is a great place to explain how everything works and what users need to do to get started.
5. Email announcing new content
When you're ready to announce your next sale, e-book, webinar, coupon, free trial, or other promotion, use a new content announcement email to get the word out.
The main feature of new content emails is a CTA (Call To Action).
You'll want to use this email format in moderation and for offers and content that you want to specifically select.
When it comes to designing an email for a specific offer, the main component to consider is the offer itself.
You want the copy to be brief but descriptive enough to convey the value of the offer. Additionally, include an image/large call-to-action button below the copy to clearly do the action you want your email readers to take.
6. Product update email
Many companies choose to send out weekly or monthly product summaries to keep their customers or fan base up to date with the latest features and functionality.
It can be difficult to write product update emails because their content is not as flashy as a display email. However, these emails must be simple and direct.
To keep email subscribers on their toes, rather than flooding your contacts with tons of emails about each individual product update, consider sending out some sort of roundup of new product updates or updates periodically.
For each update you include, include a large, clear title, a brief description, and an image showing the product or feature.
It's also useful to link to a page dedicated to each feature to make it easier for recipients to learn more about them.
7. Event promotion email
Don't forget the email when promoting your next event.
If you want to invite your contacts to an event and motivate them to sign up, it is very important that you clearly state why the event deserves them to attend.
A great way to do this is through visuals. Lots of events cost money to attend, and most of them cost a pretty penny.
So if you want to attract registrants, cut back on the copy and show potential registrants why the event is great.
Have your design team create some killer visuals to promote in your event email and across your social media accounts to drive cross-platform interest in your event, and ensure no one is left out.