Email marketing is an example of digital marketing. It uses emails to promote businesses and their products or services. This type of marketing online has many common goals, including increasing brand recognition, generating leads, and driving sales. Email marketing can be sent individually, to small groups or to entire contact lists.
Email marketing is a great way to reach a targeted audience. It’s easy to send and create, but also relatively inexpensive. This form of marketing can be very competitive and it is difficult to craft an email that will get your audience’s interest and achieve the desired open rates.
Email marketing is successful when you use a variety email types depending on your target audience and message goal. Email marketing can be successful for small business if you have a well-tuned contact list, use relevant content, and perform A/B tests.
Email marketing types
Email campaigns and one-off emails are the two main types of marketing email. One-off emails are sent for a single, usually time-sensitive reason, such as an announcement of a promotion or a reminder about abandoned carts.
Email campaigns, on the other hand, are a series emails sent over time with a goal in mind, such as converting prospects into customers, increasing brand awareness, or retaining current customers. Email campaigns are also known as drip campaigns, because they provide information slowly over a period of days, weeks or even months.
Below are some email formats that small businesses should consider using in their email marketing campaign.
Welcome emails are automated messages sent to new clients to confirm their consent to receive communications from the company and to provide them with information about the brand. The email may consist of a single message or a series with other goals, such as providing onboarding assistance or highlighting products related to the brand. The welcome emails can help to build good engagement rates in future emails.
These emails mark a special occasion such as the birthday of a client or their anniversary of making their first purchase. The emails can be used to highlight an important company event, such as its anniversary or the launch of a new product. Thanking customers for their support is a great way to get them involved in a celebration.
Subscribers receive email newsletters on a regular basis, such as weekly, biweekly or even monthly. Most engaging newsletters have a good design, valuable content, and call to actions.
Your newsletter’s frequency can be determined by your subscribers. If you send out a monthly newsletter and see positive engagement then you might want to consider sending them out more often. If your weekly newsletter is not engaging, you might want to consider reducing the frequency.
Emails that promote a company’s products or services are called promotional emails. These emails may include coupons, offers, discounts, and invitations for exclusive events. These emails are intended to increase sales or revenue for a business, or raise awareness about a specific product. They tend to be clear, simple, and include strong CTAs. Others may use a deadline in order to make the offer seem more urgent.
Informational emails are also known as informative emails. They provide recipients with vital information about your company, including news, press releases, policy updates, and announcements. Informational emails are not designed to promote a product, like promotional emails. However, they can be used as a way to communicate with customers in between purchases.
Lead-nurturing campaign is a series emails that encourages leads (also known as potential customers) to make a purchase. Nurturing leads is about building a relationship. Messages tend to be personalized, concise and focused on a specific topic. They also contain valuable and insightful content. You can fine-tune your email performance by tracking key metrics, such as unsubscribe and click-through rates.
Emails about abandoned carts
Emails are sent out to online shoppers with items in their shopping carts, but who haven’t checked out. These emails encourage customers to finish their purchases, thereby increasing sales. Abandoned Cart emails are usually sent automatically by e-commerce websites when customers leave the site without completing their purchase. A discount code or free delivery can be used to encourage the shopper.
Customers who have not been active for a certain period of time are sent re-engagement emails. This could mean that they are no longer opening emails, taking certain actions, or completing purchases. Retaining customers is cheaper and easier than acquiring new ones, so a reengagement email may be cost-effective. Messages are usually centered around reminding clients of the benefits of services and products, and can include incentives like special offers and freebies.
Email marketing strategy
When deciding on your email marketing strategy identify the types of emails that are most effective for your company and your marketing budget. Some emails are simple, like welcome messages. Others, such as lead nurturing campaigns, may be more complex.
Email marketing software helps you automate email processes, provides templates for more easily designing email content and tracks performance to measure your success. The effectiveness of email marketing is largely determined by the content of your emails and the quality your email list.
Focus on relevant Content
No matter what type of email is sent, it must be valuable and relevant for your audience. A welcome email can provide information about the company, while a promotional message will explain the benefits of the product. And a reengagement email could include a coupon to use on a future purchase. You’ll generally get more engagement if your emails are concise, conversational, and easy to scan.
Grab attention with subject line
Subject lines should grab attention and be interesting. They should be honest, straightforward and descriptive. Clickbait subject line that is enticing, but does not reflect the email’s content can result in a negative experience for the user and ultimately lead to unsubscribes.
Create clear CTAs
CTAs can help your recipients understand the next step in each email. CTAs are buttons or links that direct recipients to specific actions. For example, they can learn more about your business on the website, complete a purchase, write a review or engage with your social media platforms. CTAs tend to be short, concise, and action-oriented.
Use an opt-in Strategy
In an opt-in strategy, you only send emails to those who have consented to being added to your list. Subscribers can be collected through opt-in forms placed on your website, through CTAs posted through social media, or through contact information collected at checkout.
Subscribers that opt-in to receive emails from your company — rather than those who subscribe automatically — are more likely to read your emails and respond to their content. This engagement will help you increase your email opening rates and also give you a better idea of what type of email marketing resonates with your audience.
Email marketing tips
Three tips to increase the effectiveness and efficiency of your email marketing.
Segment your contact list
Segmenting a contact list is possible by grouping it based on demographics and email preferences, as well as product interests. You can then send out emails that are relevant to certain groups. Lead-nurturing campaign can be sent only to a specific group of customers, rather than the entire database. Subscribers who only want to receive newsletters may be excluded from receiving promotional emails.
Personalize the content
Personalizing content can increase engagement, especially in terms of CTA clicks and open rates. Use personal data in the subject line, greeting, or content of an email. This includes the recipient’s first name, and possibly details about their geographical location or previous purchases. If you have developed a customer persona, you can further personalize the message.
Use A/B Testing
It’s important to be able to evaluate the effectiveness of your email in real-time. Email marketing isn’t an exact science. You can test different subject lines and CTAs as well as graphics, content, and graphics by sending two versions of the same email to different segments. You can send the email with the highest number of opens and clicks to a wider group. Then, you can use this information to improve future email campaigns.