Are you beating it off the park with your email campaigns? A marketer would rarely answer yes to this question. No matter what your strategy is or how effective you think it is, Error in email marketing happen and results, open rates and conversions can always be improved.
There are different types of emails and the ones you end up creating are important. If you don’t send email that your audience thinks relevant, they will unsubscribe and potentially unsubscribe altogether, which can affect your deliverability over time. An effective one Email Marketing Strategy goes much deeper than just sending the occasional message to your email lists to let them know you are still there. If you want to create emails that will excite, excite, and convert, you need to diversify your efforts with emails that span a range of formats, purposes, and frequencies. This includes creating emails that are tailored to the various email lists in your arsenal.
So avoid quick unsubscribes and uninterested viewers. Below are ten essential types of marketing emails that you should incorporate into your email strategy and why they are beneficial not only for you but your email subscribers as well.
1. Welcome email
A welcome email is so successful because customers expect it when they sign up and because they are excited about your brand. This is when first impressions really count and your customers are the most engaged. So, spend the time and resources creating an amazing first email.
Some brands go a step further and offer a welcome discount. This is one of the best ways to make sure you don’t lose your subscriber and gently nudge them down the buying funnel.
You can also create a greeting sequence to help keep your brand in mind for a longer period of time and keep them interested.
Every element of your welcome email is prime real estate – including your subject line. Use it wisely!
This welcome email from Tattly works because:
- It’s brand compliant and shows your personality really well.
- It celebrates the reader.
- It offers them a discount as a catch.
- It shows some of their most popular products.
Register for the e-mail newsletter are critical to building brand awareness and loyalty and a great opportunity for marketing teams of all sizes to increase engagement with their audiences. Whether you send out newsletters weekly, monthly, or just quarterly, use them to provide a summary of your recently published content and to notify you of new promotions, offers, or events.
Think of your email newsletters as hubs that can direct subscribers to other valuable digital resources. A well-made newsletter will drive more traffic to your website, expand your social media community and increase your sales. Not too shabby for what some call the simplest form of email marketing.
3. Content Marketing Emails
There are different types of emails that fall into this category, but they all have one goal – to add value, rather than sell a product or service.
Content marketing emails are designed to educate customers. For example, a fashion retailer could send trending notifications with style tips, or a bookstore could send a summary of book reviews. Here are some other types of content marketing emails:
- Blog post summaries
- Information for members only
Content marketing is a great way to build affinity for your brand and humanize it. Let’s be honest: nobody wants to be sold all the time. By adding value, you are showing that your priority as a business is not just selling, but building long-term relationships with your customers.
Take buffers, for example. This email works for them because:
- It’s simple and to the point.
- The tone is chatty and pleasant.
- It just offers helpful advice in order to be useful.
- It loads quickly because it’s a text email.
- It’s personalized on their social media management account and a friendly encouragement to tweet.
4. Lead nurturing drip campaigns
Drip campaigns are a type of email marketing campaign that provide targeted content to your subscribers to gently guide them through the sales funnel. We recommend creating segmented lists for prospects at every stage of the buyer journey so that you can reach them with resources that answer their unique questions and needs. This adds a level of personalization that will delight your prospects. And because they are automatic Drip campaigns save time in the long run.
Drip campaigns are incredibly useful when it comes to getting your audience remembered. They help you effectively track and re-target potential customers who may have been distracted somewhere in the funnel. They also help ensure that the content that you have put a lot of work into (blog posts, webinars, infographics, guides, etc.) actually ends up getting ahead of the goal for which it was intended.
5. Review Requests
What’s more reliable than word of mouth? Nothing! Reviews are the digital equivalent of this, but leaving a review isn’t always a priority. A review email can make the process a lot easier and get you the coveted recommendations for your social media pages, website, or even for the future Email campaigns.
And of course, you can dangle a little bait to make the review worthwhile. Provide an incentive for those who complete and submit their opinion. For example, offer a discount or take part in a competition where they can win a gift certificate.
Giving reviewers a discount code also encourages repeat purchases – would you say no to that?
This Tailor Brands email is smart because:
- It states “3 minutes” which is the main reason for leaving reviews – because they don’t have time.
- The 50% discount incentive is in the headline and acts as a very effective hook to get people to read on.
- It’s humble and the tone is spot on.
- The call-to-action is clear and you don’t have to scroll down too far to see it.
6. Transactional emails
Marketing doesn’t stop at the point of sale. Transactional emails, which include digital receipts, shipping confirmations, and personalized post-sale product recommendations, provide your customers with relevant information while also giving you a head start when it comes to visiting them again and again.
Transactional emails fill many of the loopholes that often lead people to become one-time customers. Not only do they provide important information, but they also increase customer loyalty and build trust – both of which are important if you want to keep your customers.
7. Abandoned cart emails
The nice thing about abandoned cart emails is that they seem like a gentle nudge. Your customer has * almost * gone through all of the stages of your purchase funnel, and that’s them these just before closing the sale.
At this point, your abandoned cart email could mean the difference between closing the sale and ultimately losing interest.
In their Ecommerce Industry Benchmark Report claviyo found that each abandoned cart email generates $ 5.81 in revenue. So what do you have to lose (and what is the contrast with what you can gain)?
If you’re okay with the idea, here’s a great example to learn from. Email from Birchbox:
- Creates a sense of urgency with “before your items sell out”.
- Offers an extra discount (and tracks it with the promo code).
- Has multiple call-to-action buttons, which is usually a no, but these are all the same so they won’t be overlooked.
- Has a direct link to product reviews – the main consideration for someone standing on the fence about a purchase.
- Lists your shopping cart in the email itself so you can more easily remember what you wanted and why.
8. News updates
It’s okay to dab your own horn! News update emails alert you to everything exciting that is going on in your business. The next time you win a major award, host an upcoming conference your CEO will speak, or receive additional funding, let your subscribers know. It adds to your brand authority and continues to build trust in your partnership.
With all the competition out there, it makes sense to use email marketing to increase brand integrity and authority, and news updates do just that. For the best results, only send them when something big happens – anything others can be mentioned in a newsletter.
If you use a CRM, you are likely monitoring important information about your customers, such as their birthdays or anniversaries. So why not use all of this data for milestone emails? These creative and personalized campaigns Recognize important occasions to increase conversions and make your customers feel valued
Why they’re great: You know your customers matter, but they need to know too. Milestone emails remind your subscribers that you care and can contain assets like personalized coupon codes that lead to future purchases.
This Topshop birthday email is successful for several reasons:
- It uses fun colors and a design that is eye-catching and solemn.
- It offers a nice discount and a code that recipients can click through to make the purchase process easier.
- It is valid for 30 days. People get a lot of emails on their birthday. So if you have plenty of time to spot this message and use the code, this is a great way to show you care.
10. Promotional / Offer Emails
Everyone loves good business, and Promotional emails are just the right tool to share your latest exciting offer or product. Why? Well, email marketing is one of the easiest ways to share deals and offers with your audience since they are already registered and busy with your messages. And they’re a great way to take a closer look at newly published content like a whitepaper or guide. After all, why should you create something if you don’t flaunt it? So add a link to a promotional product or landing page of newly published gated content. You can even try some A / B testing on these promotional emails by changing the copy for the call-to-action that can tell you which messages were more successful.
These types of emails draw more attention to your most valuable marketing campaigns and content, and can spark thoughts and conversions that otherwise might not have happened.
These are just a handful of the many types of emails available to you in your marketing strategy. Play to the strengths of the different types to find out which emails you need to test for your audience. Mix up your content to keep your subscribers interested and give your emails a reason to fall in love with your brand, product, or service.