Types of Email Marketing Campaigns
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As we have seen before, there are a number of benefits associated with Email Marketing, such as its overall use, its reduced initial investment, and its fast results. So, being this a crucial tool for an online business, we decided to go a little deeper into the subject. Specifically on the type of campaigns you can do based on your goals and some tips to optimize it.
Types of Campaigns
To run a good email marketing campaign, you need to be clear about what your primary goals are. Do you want to boost your sales? Or to know your customers better?
Based on these goals, it is possible to reach 3 categories of email marketing campaigns. These are relational emails, promotional emails and transactional emails.
A relational email aims to create and nurture a relationship, in this case, with your contact list. As these emails are intended to generate value to customers and potential customers, all of their content should be informative and educational.
Usually these emails focus on 3 aspects: content, products or events.
At content level, there are several options to share. Some of the options can be your own content, such as articles from your company’s blog, ebooks, educational videos, among others. Here you can even create content unique for your email list or display content in a summarized way and in a different format. Another option may be third-party content. Here you can cover important and recent news in your industry or curate content from partners that you think are of interest to your contacts.
In terms of product, there are three major options. Here you can present teasers of new products that will debut, products that have just arrived or updates of existing products. However, be careful with this type of emails. Usually these emails are not very appealing and do not create much engagement. This is because an informative text about a product often becomes a sales text, which immediately loses the attention of the reader. Here your intention is only to make known, never sell. So consider using mainly visual aspects to convey your message and if you need something written, pay attention to how you structure your text and the terms you use.
Email is an excellent method of promoting your own event, because your contact list already has some interest in you and in what your company does. So there is a greater probability of being interested in the event.
However, this email needs to be well thought out. It needs to be very personalized and persuasive. It is extremely important to show clearly and convincingly the reasons why they should be present and how it creates value for them.
And to be convincing, do not tell them why you should go to the event, show them. Use lots of visuals in your email to highlight the best aspects of your event. These can be the space, the workshops, the speakers – everything that makes your event great.
One of the most popular email types for consumers is promotional emails. These, as the name implies, communicate offers, present or future.
These should be quite visually appealing, since it’s quite difficult to create engagement with direct sales emails.
A transactional email, in short, is a type of email that communicates processes and transactions. These are triggered by specific actions such as a purchase or by filling a form. Therefore, while in the promotional and relational mail types it was possible (although difficult) to send the emails manually, you will need specialized software for transactional emails.
A transactional email is often used for 3 great reasons: to welcome, to confirm processes and to thank your contacts.
A welcome email is the perfect tool to thank them for joining your contact list. They chose to give you their email, which is something very personal.
This should be the first email and the first personal contact that you have with a potential customer, so what you present in this email will depend on what your business is about. But usually this email is used to show the personality of your brand and the type of content that your contact should expect. If the welcome is caused by a product or service, this email is ideal to explain how everything works and where to start.
Here’s a list of phenomenal welcome emails to get inspiration from.
Whether it’s a confirmation of an event registration or a purchase, this email type is very valuable. Even more for online stores, because whenever the customer buys something, they will want the confirmation of purchase. That’s why you should send an email confirming the order and its payment, a track&trace email, and possibly another to request feedback on the process.
Here is the ideal time to also send an email about the near-purchase of your product.
This type of email should be brief, clear and direct. They only want to see the transaction confirmation, so provide a short text with the information summarized. Here you don’t need to worry about email design.
A thank-you email usually occurs when clients/potential customers fill out a form. This can be to get an ebook, a newsletter or any type of subscription. Therefore, you should thank the consumer for their choice and should provide them with the item for which they gave their information and contact.
Be clear and direct in this email and don’t worry about the visual aspect of email.
As you can see, there are numerous benefits associated with practicing email marketing and several ways to achieve your goals with it. Just pay attention to how many emails you send. About 78% of consumers cancel their subscription because they receive too many emails from a company.
So keep in mind the number of times you contact your lead, get inspired in some well-done campaigns, and try out email marketing.