Are you a start-up looking to initiate email marketing to promote your business? Or are you already sending regular emails to your customers but not getting the desired results? Be it a start-up, SMB or large enterprise, email marketing is an effective channel to market products and services for all types of businesses. That is why marketers always look for new ways to attract customers.
But, developing an email campaign strategy that caters to your business goals can be a daunting task, especially when there are so many types of emails you can use.
Fret not! We are here to help you with a list of the different types of email marketing campaigns you can use to upscale your efforts. Read on to explore the purpose of each campaign and curate an effective strategy that works for you.
Table of Contents
Benefits of Email Campaigns
Let us first see why email campaigns should be a priority in our marketing strategy. Here are some key benefits of creating email campaigns
Emails help you run targeted campaigns, as this includes people who have opted to receive your emails. These people are more likely to take action and convert into customers sooner. That is why email campaigns have a higher ROI than other marketing methods. According to a survey, email campaigns generate returns as high as $36 pent on the campaign.
Less Investment for Greater Returns
You do not need to invest a fortune in email marketing. Most email platforms have economical pricing and charge only around $100 a month. Some free options are also available, although you can only send a limited number of emails monthly.
Create brand awareness to stay top-of-mind
Studies suggest that 55% of people prefer email communications as their number one choice to receive promotional messages and special deals.
When people subscribe to your newsletters, you are halfway to your conversion target, even if they are not ready to make a purchase yet. You can keep sending regular emails to keep them in the loop until they are ready to buy.
You Can Send Hyper-Targeted Content Through Emails
Most email marketing platforms offer segmentation features and let you classify your subscribers based on different parameters. It helps you craft customized content based on your subscribers’ needs and preferences for better outcomes.
10 Types of Emails Marketing Campaigns You Must Try
Now we know how we can benefit from email campaigns. However, to make the most of your strategy, you must send campaigns that align with your goal. Let us look at 10 types of email marketing campaigns that have been tried and tested by experts.
1. Promotional emails
Promotional emails, as the name suggests, have one job- to promote your product and service. It is one of the most common types of email marketing campaigns which you use to share discount coupons, announce any upcoming brand event, and provide access to exclusive content and more.
But your prospects get these emails in bulk every day. So how can you grab their attention? Craft a concise and to-the-point email that describes the benefits and features of your discount offer clearly. This helps the reader understand the actual benefits of purchasing from you apart from just the discount.
You can also put the offer directly in the subject line to entice the user to open the email and read further.
2. Newsletter emails
Newsletters are widely used by businesses of all sizes to stay connected with their customers. You can send this type of marketing email on a fixed schedule, like once a week or a month, to share some blogs from your website, general news about your organization, promotional announcements, and more.
This is a great way to connect with new customers and nurture your existing clients to build solid and long-lasting relationships.
Moreover, you can repurpose the existing content from your website for these emails and save much time. Use a simple format and be consistent so people get accustomed to your newsletters and know what to expect. Always try to include a relevant topic or information to offer value to the readers. Also, add a catchy subject line with an engaging CTA.
3. Lead nurturing emails
A series of emails meant to make your potential customers move forward on your marketing funnel and encourage them to make a purchase. These types of email marketing campaigns generally use email automation to boost conversions. It helps you to be consistent about sending them emails at each stage and ensure that you do not lose the leads you have gathered.
Your prospects must receive these emails at all stages of the funnel, doesn’t matter if they have just started looking for options or considering their final decision. Lead nurturing emails are extremely important to boost conversions and ultimately enhance the revenue for your business.
4. Survey emails
To hit the right chords with your prospects and customers, you must know what kind of content they like, their requirements, and more. But how do you do that? The simple answer is to collect as much data as you can. Survey emails are an excellent way to gather quantitative data from your customers and use it to boost your strategies.
Send out survey questionnaires embedded in the email body, which the readers can answer through email responses or by visiting your website. You can also use a survey requesting your customers to rate your business. Ask them to review a recent purchase or just a general survey about their journey with your brand to date. It can give you a fair idea of what they need and use it to improve your future projects.
5. Milestone emails
Let your customers know they are special with milestone emails. These types of email marketing campaigns help you stay connected with your customers by sending best wishes on their personal milestones or reminding them about specific moments of their journey with your brand.
Appreciate them for contributing to your brand’s growth or congratulate them with warm birthday and anniversary wishes. You can even share emails celebrating holiday spirits and reminding them about your business even when they are away.
For instance, you can send an email celebrating one year of their association with your brand by offering special discounts. You can also send out personalized coupons on their birthdays. These emails are very effective in nurturing your customers and enhancing sales, as they are hyper-personalized.
6. Welcome emails
Gaining a new customer is a matter of happiness, and make it more special by sharing your emotions with them.
Send out warm welcome emails when they take their first actions, like signing up for your newsletters or creating an account on your website. Let them know how happy you are to have them join your community. It is best to send these emails within 24 hours of their actions.
Introduce your company and let your customers know about what you have in store for them. You can also opt for a general get-to-know email to learn more about them. Ask about their preferences, location, birthdays, how often they want to connect and more.
You can utilize this information to design targeted marketing ideas for them. Moreover, it is a fantastic way to familiarize yourself with your customer and build trust. Make sure you do not add any sales pitches right away – it can come across as desperate and pushy.
7. Dedicated emails
Dedicated emails or standalone emails are meant for a specific group of subscribers your organization has. For example, your company might be hosting an event or a conference, and you need to convey important information regarding the event, such as the venue, timing, key speakers, etc. You will send these only to those subscribers who have registered for the event. Sending these emails to everyone on your list is futile and does not make any sense.
These emails consist of very specific CTA relevant to its goal. Moreover, dedicated emails are not as regular as the other types of email marketing campaigns as they are dependent on what you are promoting.
8. Re-engagement emails
Are your subscribers ignoring your emails? Remind them about your business with re-engagement emails. If they have not engaged with your emails or visited your website for a long time, send emails with special offers or announcements and newsletters that might pique their interest and encourage them to engage.
You can also send emails asking for feedback to remind them about their previous purchase, which can encourage them to make a new purchase.
But do not worry if it does not work out and your customers choose to unsubscribe. It will only help you weed out your email list of those who are not interred in your business anymore and focus on interested customers to boost engagement.
9. Abandoned cart emails
People often add items to their shopping cart but leave without making a purchase. This is the time when you should remind them to complete the purchase. Send an abandoned cart email and remind them that their favorite products are waiting for them.
Convey when the products are going to be out of stock; it creates a sense of urgency and prompts the customer to complete the process immediately. Include the images of the products in the cart with descriptions and price drop information if there are any. Send a reminder when the products in their wishlists are restocked to encourage them to buy the products right away. Remember to include a notable CTA to drive sales.
10. Transactional emails
Transactional emails are meant to keep updating your customers about every action they take and to prompt them to take the next step.
For example, when your contact signs up for an online conference or webinar, they fill out a form and receive a thank you email with login details. Similarly, transactional emails are also used to assist the online purchase process, like payment confirmation emails, shipment tracking messages, refund information, etc.
These types of email marketing campaigns receive higher CTR than others because they address the customers’ needs and provide them with the info they need.
While it’s challenging to manage all these types of email marketing campaigns at a time, it is essential to figure out the right combinations that align with your marketing goals.
It will help you design a campaign strategy to facilitate conversions, nurture your leads and promote brand awareness. Analyze your current email campaigns and how your customers are engineering with them, which will help you identify what changes you need to make and what new you can add to improve.
But make sure to acquire genuine prospect data through a reliable email list to make the most of your campaign efforts.