How Many Types Of Marketing Emails?
The internet is swarming with tips, tricks, and suggestions about how to design beautiful emails. And while a lot of marketers seem to understand the basics — personalize the copy, make the call-to-action pop, segment your list, etc. — many still overlook an important component of effective email marketing: emails also need to have visual appeal.
Oftentimes, marketers do give a lot of thought to email design when it comes time to launch a campaign. It makes perfect sense: You have an awesome new announcement or event, and you want to kick off the campaign right with a darn good-looking email.
What is email marketing?
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating them into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships, or keeping customers engaged between purchases through different types of marketing emails.
Most Common Email Marketing Types
1. Welcome Emails
Initial contact with prospects typically finds them unready to do business.
In fact, research shows that only 25% of leads are immediately sales-ready while 50% of leads are qualified but not yet ready to buy.
Nurturing, therefore, is critical for pushing your leads closer to the buying stage.
Welcome emails show better open and click-through rates when they offer a personal touch and introduce your organization without slathering on the sales pitch. Don’t introduce a new product or service before you’ve built a relationship. Simply work on giving off a good first impression — one that illustrates your industry knowledge and expertise — and pave the way for future contact.
2. Promotional Emails
Email marketing campaigns are used to promote special offers, new product releases, gated content like ebooks and webinars, and your brand at large. A campaign could consist of 3-10 emails sent over several days or weeks.
Promotional emails have a clear call-to-action — CTA, for short. The CTA represents the specific action you want the reader to take, whether it’s visiting a page on your website or using a coupon to make a purchase.
Your business’s sales and marketing rhythm typically determines how often you send this type of marketing email.
During crucial periods like Black Friday, you may be sending multiple promotional emails in the same 24-hour period. During slower periods in the marketing calendar, there may be a few weeks between your promotional campaigns.
3. Lead Nurturing Email
Depending on the specific action a persona takes, you may want to enroll them in a lead nurturing campaign. Lead nurturing emails consist of a tightly connected series of emails containing useful, targeted content.
As their name suggests, these emails are used to nurture leads through the marketing funnel into a position of sales-readiness. For example, let’s say you sent your list a marketing offer email. You might then set up a lead nurturing workflow that triggers another email about a complementary offer or piece of content to everyone who converted on that initial offer. The logic is simple: By identifying a particular group of contacts that you already know are interested in a specific topic, you can follow up with more relevant and targeted content that makes them more likely to continue their relationship with you.
4. Email Newsletters
Many businesses and organizations send email newsletters to stay on top of mind for their recipients.
Most industrial businesses actually use email newsletters as the foundation of their email marketing program because they are great tools for educating customers and prospects about your business and showcasing employee profiles, company passion projects, and relevant graphics.
Before we get into the nitty-gritty details of creating email newsletters, you will need to determine your goal.
What is it that you want your email newsletter to achieve? You might want to nurture your existing contacts and become the first brand they think of when they need a product or service in your industry. Or your goal might be to increase sharing so that you attract new people to your list.
5. Form Submission Kickback (Thank-You) Email
Whenever a prospect, lead, or customer fills out a form on one of your landing pages, a kickback email should automatically get triggered after their submission. Depending on the form, these kickback emails are often referred to as thank-you emails. These emails are mainly for the sake of fulfilling your promise to the user and storing the information you promised them safely in their inbox.
6. Internal Updates
Don’t neglect a very important audience for your company: your employees. Many companies, especially if they’re on the larger side, choose to send internal updates or newsletters to their employees to keep them in the know about the latest company information — whether it be new product updates, marketing offers, or events.
With these emails, it’s less about the beauty and more about the clarity. The most important formatting tip for these types of emails is to arrange the information in a simple and helpful way. Once you’ve nailed your formatting, it’s simply a matter of highlighting the most critical information associated with each offer or update so its messaging is crystal clear to everyone.
7. Transactional Emails
Transactional emails are the messages triggered by a specific action your contacts have taken and enable them to complete that action. For instance, if you sign up for an industry webinar, you will fill out a form and receive a transactional (thank-you) email, which gives you login information to join. If you are using a double opt-in, people will receive an email asking them to click on a link to confirm their registration.
Transactions are also the messages you receive from e-commerce sites that confirm your order and give you shipment information and other details about your recent purchase.
8. Brand Story Emails
Storytelling can be a powerful tool to get your point across to customers and prospects by taking advantage of emotional responses. So ask yourself this: Is there a personal story behind your brand? Do you have a company profile video you’d like to share?
Across emails and other marketing collateral, make your story evident and use your history to display your reputation and showcase your focus to prove purpose. Every business has a unique story to tell, so it’s good to start with your unique selling proposition.
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