Types of Email Marketing You Should be Doing for Your Business
Staying connected with your customers is one of the most crucial things you need to do for your business. Through email marketing you can make your customers and prospects stay interested in your brand and what it offers. This helps in building trust and relationship between you and your customers. Additionally, with valuable insights you can position your brand as an expert of your industry.
However, there's a thin line between unnecessarily bombarding your customers with frequent messages and updating them with important pieces of content that serve them and their goals. Nurturing customer relationships through email marketing is an art that every brand or a marketer must master.
As you must be aware that email marketing is the best and effective way to reach new customers and maintain relationships with existing ones. However, this shouldn’t signal a green light to send random emails to your customers without a strategy in place.
Let’s talk more about brand guidelines, their importance, and how they help your own brandingIn order to have a long term customer relationship and eventually turn them into sales, let’s go back to basics and understand the types of email marketing campaigns before launching a missile with no direction.
Whether it’s B2B or B2C business, there are a variety of email campaigns that can be used to interact with your target audience and they are as follows:
- Newsletter
This is a significant way of educating your audience and prospects about your products and business. Newsletter shared by a company typically features its products and services updates, relevant and unique knowledge, and sometimes content for entertainment purposes. This leads the company to stay top of the user’s minds, build a loyal customer base, and grow the size of users by sharing high-quality content. - Promotional emails
These emails drive revenue by sending special offers. It is also one of the common email campaigns. Promotional emails usually talk about the new offers or sales of a product or service. It requires less to no strategy as it is often sent out as an individual mail. On a daily basis, an internet user receives tens and hundreds of such emails, thus, enticing the user’s attention becomes imperative. For successful email marketing, a strong CTA and a dedicated landing page play a significant part to drive conversion. - Abandonment cart emails
These are shared with clients who have kept products on their cart but did not complete the checkout process. In order to encourage users to take the desired action, such emails often offer discounts or incentives. Similar to welcome emails, abandonment cart emails have higher open rates and conversions. - Re-engagement campaign
It is a practice of sending a series of emails to inactive email subscribers. Every year, about 25-30% of an email list is churned. This percentile is normal given the fact people change their email ids, organisation change their name. Re-engagement campaign focuses on the same challenge by trying to bring these subscribers back and by deciding if there's a scope to re-engage with those users. In case, a user account is inactive for over 6 months and shows no sign of re-engagement then cleansing the email list is important. Inactive user accounts are like dead weight and can affect the deliverability rate. - Educational emails
These emails educate your audience about various trends in the industry and how they can impact their lives/businesses. Customers like to interact or engage with companies that offer benefits and make their life easy. Educational emails can grow a company’s subscriber rate exponentially.
Now that you’ve learnt how to begin, nurture and successfully create a relationship with your customers through email marketing, implement the above knowledge into your strategy and enjoy business benefits. Furthermore, always ensure that the piece of content your brand is sending reflects what you stand for. Entice them with a snappy subject line and make your customer feel valued and appreciated at all times.