Sending the right email marketing campaigns should match your business goals. Here are a few you may want to consider sending to your email list.
So why should your business implement an email marketing campaign?
Many business owners become excited once their email lists begin to grow. Although this development presents you with an excellent opportunity, it can be daunting to figure out which kinds of email marketing campaigns are appropriate for not only your brand’s mission but also the type of audience that you have attracted.
When it comes to email marketing, it is widely regarded as one of the highest-converting sales channels for businesses.
A clever marketer can capitalize on a responsive audience by running email marketing campaigns that result in both better customer relationships and more sales.
Do you know what kinds of emails your audience will respond best to?
If you optimize your business’s email marketing efforts, then you could be rewarded with greater revenue from your offers.
Additionally, your current client base could begin sharing your offers more often. Depending on the industry you are running your business in, you could see better returns from a well-run email marketing campaign than from an intensive social media marketing campaign.
Familiarizing yourself with various kinds of email marketing campaigns will serve you well.
Determining which of these popular formats will have the highest chance of engaging your brand’s current audience is the next step you will need to take before you can begin to incorporate any of them into your business’s overall marketing strategy.
#1. Welcome Emails
When it comes to welcome emails, this is often the first message an individual will receive upon signing up to your brand’s new email list.
In addition to thanking these individuals for signing up with you, your brand can also give them a bit of insight regarding what types of information and offers they can expect to receive in the future. Many companies’ even offer their new email list sign-ups as some sort of freebie.
One of the biggest advantages of using a welcome email campaign is the remarkably high open rates that these types of emails generally have.
A great welcome email will typically contain a few key points, such as a quick “thank you” message, a unique call to action (CTA) and some additional resources or product information.
Be sure to take this opportunity to provide your brand’s subscribers with information you expect them to find relevant.
Some companies even opt to send out an entire welcome email series to build more rapport with an email subscriber.
Welcome emails can be incredibly useful not only for boosting your business’s email marketing metrics but also for starting off the relationship with this potential customer on a high note.
Businesses should be careful, though, as a poorly written welcome email can create a negative first impression with a potential buyer. If you stumble right out of the gate, then your brand’s email marketing efforts may not convert as well.
If you have done any amount of email marketing research for your business, then you have likely come across some information on email newsletters.
These are by bar the most common types of email marketing campaigns that businesses choose to send out.
Some brands, however, make the mistake of sending their email subscribers uneventful and unnecessary newsletters because they believe that this will be a better option than not having a company newsletter.
Unfortunately, this is a fundamentally flawed email marketing approach, and your business is likely to see a substantial loss in email subscribers if you choose to do this.
Instead, always ensure that the newsletter content that your brand is providing subscribers with is relevant, engaging and of great use to them.
Otherwise, it may be best to avoid sending them an email newsletter in the first place.
Another common email newsletter mistake that your business needs to avoid is making the newsletter too much of a sales piece.
This is likely to simply annoy your precious email subscribers, which could lead to your audience shrinking.
The primary role of your business’s email newsletter is only to build more rapport with your potential customers via frequent communication.
This is why it is vital to send them well-written newsletter messages that actually serve their needs, whether that means entertainment, product updates, education or anything else.
#3. Product Updates
With regard to product emails, many of your brand’s subscribers will not wish to read these nearly as often as an informational newsletter.
For this reason, you will need to make sure that your business’s product update emails are as straightforward as possible.
If you have made updates to your brand’s product or service, then this may be a good time to let your email subscribers know how they can take advantage of these new features.
If you choose to send your subscribers new feature updates, then one thing to keep in mind is the need to add more information to this type of message than you would to most other kinds of email marketing campaigns.
The reason for this is the number of questions your update email’s recipients may have regarding the new feature.
Including more information right away will make it easier for these individuals to get answers to their inquiries.
Additionally, this is a great way to keep your most loyal email subscribers happy and informed.
If you are worried about overwhelming your audience with frequent email updates on all your latest features, then one alternative is to instead send an “update roundup” periodically.
With this approach, you can still provide your email audience with the same amount of value.
However, you will not risk overwhelming them with the task of constantly learning how to use your brand’s new features.
#4. Stand-Alone Offer Emails
Stand-alone emails are also frequently referred to as dedicated emails within the industry. With these messages, you simply send your email audience information about a single offer.
For example, you could choose to promote a short-term sale, an industry event or any other engaging offer.
You can think of a stand-alone or dedicated email as being similar to a landing page. They include some brief context and an important call to action.
Stand-alone offer emails are known to achieve solid open rates when compared to other email marketing campaigns.
Sending your brand’s email subscribers special offers also goes a long way toward showing them appreciation, which can lead to this audience giving your business more sales.
With these stand-alone offer emails having such clear calls to action, you can focus on generating results to a greater extent than you would be able to with an email newsletter.
With one message being sent and one objective being targeted, it is much easier to drive sales. Stand-alone offer emails also have the benefits of being easy to write and measure.
When it comes to tracking a stand-alone email’s effectiveness, all you will need to do is look at the message’s click-through rate, conversions and overall return on investment.
What, though, are the downsides of sending out stand-alone offer emails? The most significant disadvantage of this form of email marketing campaign is its lack of a consistent schedule.
A weekly newsletter, for example, is something that your business’s email audience will know to look forward to.
Stand-alone offers, on the other hand, do not offer this benefit. Their scheduling will, as a result, be less consistent and less clear.
They are, however, still effective when it comes to garnering attention for a new offer, service or product.
#5. Nurturing Emails
The purpose of a lead nurturing email is to guide your precious leads through a particular marketing funnel so that they will be much more primed to buy your service or product.
Enrolling your email audience into an email lead nurturing campaign based on their actions is an efficient and targeted way to use email marketing to successfully convert your various leads.
Lead nurturing email campaigns can include a series of complementary offers that your brand can deliver to a customer who has already taken action on a previous offer.
Once you are able to identify a subset of your brand’s email list that is interested in particular offers or topics, it will be easier to follow up with them.
You can follow up by sending out increasingly targeted messages with content that is relevant to this subset of your email subscriber list.
Ultimately, this increases the likelihood of these individuals coming back to your brand’s emails and taking action on your future offers as well.
One thing that businesses should note when engaging in a lead nurturing email campaign is that these recipients need to understand why your business is sending them a certain email.
By telling this portion of your audience that they are receiving a certain message because they acted on one of your brand’s offers in the past, they will have more context when they begin to read the future complementary offers.
At this point, your lead nurturing email messages can be formatted similarly to your other email marketing offers.
#6. Co-Marketing Emails
Have you ever considered finding another brand to send out co-marketing emails with? Complementary companies often find ways to create interesting promotions and partnerships.
With co-marketing emails, your business will get to leverage the other brand’s built-in audience, which can go a long way toward growing your business’s email subscribers and increasing your business’s current reach.
Strategic announcements are a common type of co-marketing email.
Collaborative webinars are quite popular as well when businesses decide to implement this type of email marketing campaign.
Why are these co-marketing emails so efficient?
Their ability to capitalize not only on your existing email subscribers but also on those of the complementary brand you are running this email marketing campaign with cannot be overlooked.
Being able to promote your brand’s offers and benefits to your collaborating business’s audience is a key benefit of engaging in an email co-marketing partnership.
Including both your business’s logo and the complementary company’s logo in your co-marketing email is an important step.
This is especially true in the case that the complementary company is highly reputable or has a substantially larger email subscriber base than yours.
Also, do not forget to include mentions in your email’s copy of both brands participating in this co-marketing partnership.
When promoting such an event or offer, it is wise to have a custom image or graphic designed to further impress your business’s email subscribers.
So What’s Next?
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