Today we will learn about types of email marketing. How using these types of email marketing can be beneficial to any organization. These techniques in marketing strategies will boost the revenue and not only that this will help the business also in a long run.

Before starting the topic let us understand what is actually Email Marketing. Anything that you are promoting through emails mainly your business or product is Email Marketing. There are over 4 billion email users worldwide and if you are not using email marketing in your marketing strategies you are missing a lot.

Email Marketing is the best way to keep in touch with your customers; this will also help you notice if your customers' priorities are changing with time. If this is the case change your plans accordingly.

In this article, we will discuss types of email marketing in detail. Not only that we will also discuss which type should be used at which time. Let’s dive in..!!

Types of Email Marketing

Welcome Email

When a buyer purchases your product or signs up for your service or gets agrees to be part of your email list. You have to send them an email for welcoming them into your business as a customer. By doing this you are developing trust with your customer. Sending a welcome email is a way of introducing your organization to your customers. Doing this will educate your customer about your brand not only that it will also help them to understand your product. Check below the example of a welcome email.

Welcome Email

How to Write a Welcome Email

A welcome email is a crucial type of email marketing. You have to be spot on when you are writing it. Let’s check out the 10 steps of writing a welcome email

a. Subject Line

The subject line should be to the point and persuasive. It should encourage your subscriber or customer to open the email and read it. A good subject line will automatically increase the open rate of your email hence you have a better chance to retain a customer.

b. Personalize your email

Add the user’s name in your email to make the email like it's written for this specific user only. It will create confidence in the user for your brand.

c. Having a gripping opening line

If you can’t hook your user by the first line of email chances, are they are not going to read the rest of the mail and all of the hard work will go in vain. Be engaging persuasive and true to your brand.

d. Thank You

Show your subscribers that you are grateful for their trust simply by saying “thank you” that’s powerful enough. You can go one step further by offering them a coupon.

e. Tell Your Brand Story Well

Have you ever heard “a story well told is a story well sold” Stories are powerful ways to drive your sales, and your brand will make your subscribers more emotionally connected to you? Write an engaging and authentic brand story for your welcome email.

f. Reinforce benefits

Always address incentives and reinforce benefits. There is a good chance that your subscribers have opted in because you promise them a free resource. Make sure you address this at the beginning of your email. If you can show that you are grateful, it will have a massive impact on how your subscriber perceives your value. In simple words tell your subscribers what is in it for them.

g. Set Expectations for Future Communication

What content will your subscribers receive from you? How often we will email them? What gifts they can expect and when? It’s important to set expectations for your subscribers.

h. Persuade New Subscriber

Include Call to Action (CTA) button in your welcome email. Convince your user to connect with you on social media platforms. This also helps to build brand reputation.

i. Don’t Include Primary and Secondary CTA

All your emails should be primary CTA. So, this CTA can be followed by a secondary CTA. Think of it in this way. What’s the first thing you want your user to do immediately upon reading your email? That’s your primary CTA. Anything else is secondary CTA

j. Leave A Teaser

Build anticipation, you don’t want your subscriber to lose interest after your first set of emails. So, when you tell your subscriber what to expect you should make them curious as well. This way, they will open your next email as well.

Simply you can say that you have a few special surprises in store. They are going to be good. And Subscribers should stay connected, so they don’t miss out. It works wonders.

So, as simple as that. You only get one chance to make a good first impression make sure you put your best foot forward in your welcome emails.

2. Dedicated Email

This type of email marketing strategy focuses on just one offer. Dedicated email is often called standalone email. Let’s suppose your organization is planning to put up a seminar about fintech industries in this case you will only send email to the group of people who were registered for this event.

A dedicated email will not target the full email list rather it will target only the group of people that are showing interest in some specific program. Following is the picture is an example of a dedicated email.

source: https://blog.hubspot.com/hubfs/futureM-event-invitation.png

3. Email Newsletter

An email that you send to your customer on regular basis is known as an email newsletter. The purpose of an email newsletter is to keep your audience updated about your products or business. This type of email marketing technique is also a good way to check the temperature of your audience not only that you can check how engaged or interested they are in your product from time to time.

Newsletter can’t be done in an automated fashion like running an ad campaign. In fact, this type of email marketing strategy is time-sensitive. Let’s discuss some examples of email newsletter

What should you include in the email newsletter? The answer to this question depends upon what kind of business you are in. If you have an online store and a sale is coming up that would be good content for your email newsletter. If you are an owner of a company and changing your logo or updating the brand of your company that’s a great announcement to put in a newsletter.

These are the best ways to keep your audience engaged with. Think of a newsletter as your personal social media platform and your audience is your own exclusive private audience to talk with. So, use this platform to talk about your product talk about your business, or services with your audience, and keep them engaged.

4. Transactional Email

A transactional email is used to confirm a transaction between you and your subscriber typically it’s a way of passing on information. A perfect example of this marketing strategy would be an "order confirmation email" this would be an email that the customer receives confirming the details of an order that they just placed from your website.

Normally this type of email marketing is considered as emails that are used to just pass on important information only. Using them as a way of selling is often overlooked by most of us. Because we always thought that selling takes place only on email newsletters and transactional emails are there to just pass on information.

You may have noticed that some emails that you receive confirming an online order that you have just placed may also subtly suggest other products that might be interested in. Now, this technique of subtly presenting products may really complement the initial purchase that person has made and is a really superb way of gaining additional sales.

Source: https://cxl.com/blog/confirmation-emails/

Some of the big companies like Amazon have been doing this for a while and it really works. For example, congratulation on the purchase of your XYZ product you may also like to consider and then outline your products. The other way is customers who purchase this product also bought XYZ. Do try some of these subtle selling techniques to increase secondary sales if it’s done correctly, it really does work rather well.

5. Lead Nurturing Email

Let me explain this email marketing type with an example. Let’s suppose you visited amazon and added a few products to your cart after that you didn’t complete the purchase and left. Soon you will receive an email from amazon reminding you to complete the purchase this whole process is Lead Nurturing.

Lead Nurturing basically increase the chances of your potential customer (which in digital marketing is called a lead) to become a permanent customer. You don’t have to hope that someone will buy your product, rather you will slowly make up their mind to purchase your product.

In simple words staying with your lead from the time they visited your store, added something in the cart, or subscribe to a mail list till the time lead is converted into a sale is lead nurturing. You have to stay in contact with your customer throughout each of these stages.

Overall, this email marketing type is to build a relationship with your customer and the aim is to guide them towards making a purchase.

6. Thank you Email

Whenever a user or a lead performs some action like filling out a form on your website or purchasing a product from your website don’t miss the opportunity to say thank you to your customer. This action will show professionalism from your side and will bring a lot of confidence in customers also. Which more likely will convince the customer also to make the next purchase also from you.

You can add a CTA also in your thank you mail and link it to your upcoming products. In this manner, you will retain the customer also and gives you the chance of generating more revenue.

7. Product Update Email

Inform your audience whenever a new product or a new feature is coming up. Normally people don't like to receive an email about an update. So don't be generous with this email marketing strategy. Keep these emails concise and to the point.

Try to make these emails more interactive, if it's about a new feature make a tutorial on how to use this feature. The following image is the best example of a product update email.

8. Co-Marketing Email

When brands and organizations partner with each other to expand their reach that is co marketing sometimes co-marketing is also called partnership mareting. The best example of co-marketing is affiliate marketing in which brands are working with bloggers, influencers, and freelancers to promote their products.

The other famous example of this marketing strategy is Redbull and go pro. Both these companies are taking advantage of each other audience and expanding their own reach also.

source: https://www.linkedin.com/pulse/red-bull-go-pro-smart-alliance-pranali-lokhande

9. New Content Email

This marketing strategy is somehow very similar to a product update email, having said that as the name suggests update email mainly is about a new update that you are going to make to your product. However, if it's not a complete update and just a small feature do promote this in a content announcement email. As stated earlier in these emails be concise and to the point for better conversions.

10. Post Purchase Email

Post Purchase emails are part of the transactional email. What ever email that you are sending to your customer after an email is Post Purchase Email. In this email you can ask your customer about their experience while using the product and based on the answers you can improve the product quality.

Conclusion

Use all of these email marketing techniques in your marketing campaigns to see the best results. Do the split testing. Check from which technique you are generating more revenue and from which you are not getting anything. Optimize the campaigns from where you are generating revenue and stop the campaign that is not performing or not bringing sales. Email Marketing is one of the best ways to stay connected with your audience. Make sure your emails are representing your brand in a way that makes your customers feel appreciated.

Digital Marketing

Types of Email Marketing That Every Organization Must Use

Types of Email Marketing