Email marketing is used to introduce products or services, grow your brand, and develop relationships with your customers. A well-crafted em...
Email marketing is used to introduce products or services, grow your brand, and develop relationships with your customers. A well-crafted email marketing campaign allows you to develop a message that appeals to the right audience.
1. What is the purpose of email marketing?
2. Types of marketing emails
#1. WHAT IS THE PURPOSE OF EMAIL MARKETING?
Email is a crucial marketing tool for a lot of reasons, but what makes this technique particularly attractive is that it is one of the most inexpensive means of advertising. Moreover, it is very effective for gathering data that will help you improve your marketing efforts.
Email marketing allows you to track metrics such as open rate, click through rate, and conversion to determine the effectiveness of your messages. Additionally, you may wish to study the length of time each visitor spends on your site, as well as what links they click. Email marketing helps you in this regard.
Using these insights allows you to distinguish which aspects of a campaign were successful and unsuccessful, allowing you to make more persuasive offers, segment audiences, and refine future messages.
In comparison, direct mail marketing, for example, is much more expensive and more difficult to measure ROI from. An increase in sales in response to a direct mail campaign can be attributed to the effort, but there is much less data that can be used later if you do not provide people with a site URL, offer code, or coupon to redeem online or in-store.
#2. TYPES OF MARKETING EMAILS
For marketing emails, there's no one-size-fits-all formula. A variety of factors influence the type of email you send, including the recipient, the occasion, and the content. In general, marketing emails tend to fall into two main categories: manual campaigns, and trigger campaigns.
It's obvious that manual campaigns are done manually. To do so, you create a list of customers you want to communicate with, and then send them all the same message.
An email trigger campaign automatically sends emails to users according to their actions or inactions. The fact that they are so personalized makes them a tremendously effective tool.
We will now examine some examples of each one:
MANUAL MARKETING EMAILS
Informational Emails
This type of email is all about providing information. Those updates might include new product information or engaging content you have created, or they may simply remind customers to visit your business.
During holidays such as Christmas, Valentine's Day, Mother's Day, and Father's Day, you might send your subscribers this type of email to suggest gift ideas or bring special offers to your subscribers (both online and in-store).
Newsletters
The newsletter is a way for you to expand your customer base and maintain relationships with existing ones.
The newsletter can provide information about new products and services, upcoming events, information relevant to your business, the content you've produced, and the social media accounts of your brand.
Sale or Promotion Emails
The primary way to inform your customers about a special sale at your store is through email.
A discount code or coupon can also be sent via email specifically for your customers so they can use it online or in-store.
Pro tip:
Adding shareable coupons and posting them on Facebook might even be used to attract new customers with this kind of promotion.
Event invitation
Suppose you have a brick-and-mortar store and you would like to draw people into it, you might host special events. Sending an email invite is the most effective way to reach customers.
In this case, the retailer might host a weeknight shopping party with cocktails and appetizers, as well as a sale. For regular customers, restaurants might offer a tasting menu. Makeovers might be offered at a salon event where makeup artists are invited to take part.
TRIGGER MARKETING EMAILS
Welcome Email
In your newsletters, marketing emails, and other offers, you can tell customers about the full range of services and products your business offers. Make sure they know about special offers for subscribers so they'll keep receiving (and opening) your emails.
Thank-you Email
Oftentimes, confirmation emails and thank-you emails are the same. If a customer subscribes to a newsletter or signs up for a loyalty program, you may send them a thank-you email.
In addition, thank-you messages can also be sent when there is nothing to confirm. If your business has an anniversary each year, you could send an email thanking customers and providing a special discount code. A member of your loyalty program might receive a thank-you every time they make a purchase or achieve a reward.
Re-engagement Emails
Reengagement campaigns are designed to get lapsed customers shopping again with you. This could be done by sending a promotional or discount email to an old customer, or by highlighting the products or services you offer.
I understand the importance of knowing which customers will lapse, but what's really important is how you can spot them? With an email marketing system that is linked to your POS, you can group your customers' emails according to their purchase behaviors.
An example of this would be that a loyal customer has visited your store more than three times in the past month, a casual customer has visited twice, and a lapsed customer has not returned in the last six weeks.
Emails for Birthdays or Anniversaries
A birthday or anniversary email is another example of a transactional email. The majority of birthday and anniversary emails offer discounts or freebies if the recipient shows the email or uses a specific bar code within the month of their birth.
Email birthday messages are opened and redeemed more than 2.5 times as often as all other email campaigns.
DO YOU HAVE ANYTHING YOU'D ADD TO THIS?
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