12 Types of Marketing Emails That Make Money
Without an email marketing specialist on your staff, creating an email strategy can be quite challenging.
There are numerous ways to utilise your subscriber list, whether you’re looking to increase sales or solidify your online reputation; your strategy should be based on research, calculation and professional experience.
The goals of your email marketing campaigns will determine the types of emails you send.
Here are 12 types of marketing emails that your business should consider using:
1. Welcome Emails
As soon as someone joins for your email list, they should be sent a welcome email (within 24 hours or less - the sooner the better.)
Welcome email open and click-through rates are the higher than any other type of email.
Therefore, your welcome email is your best chance to engage your customers in a meaningful way, and set the tone for future interactions. Here are some of the most compelling and practical ways to welcome someone to your email list:
- Gratitude - Say thanks!
- Signup Reminder (what did they sign up for?)
- Share Your Brand Story
- Set Communication Expectations
- (This is a great way to find out more about them and segment your audience)
- Reward Them
- Onboarding (what’s next?)
- Call to Action
- Provide Support
2. Newsletters and Announcements
Newsletters are a good place to start if you’re new to the world of email marketing.
They are typically scheduled to come out weekly, bi-weekly, or monthly, and can address pretty much anything you want.
Company news, product updates, education, entertainment and exclusive offers are all ways you can engage your audience.
However, every audience is different. Using your newsletter as a way to gauge what types of content your audience interacts with is a useful way to gain insights into what keeps your buyers interested.
3. Promotional Campaigns/Offers
These are pretty self-explanatory. They typically focus on one product, service, or collection in detail.
They can be sent out as one-off emails or be curated into a drip campaign.
4. Free Gift Emails
Free gift emails are a great way to invoke customer engagement. Who doesn’t love free stuff?
Two things to keep in mind when you’re offering a giveaway:
- Make sure what you’re offering is relevant and valuable to your target audience.
- Make sure you have a system in place to capitalise on their engagement.
5. Seasonal Campaigns
These campaigns are especially relevant for e-commerce stores and service providers that have distinct high and low seasons.
They’re all about timing and increasing your brand awareness. You want to start early to secure your place at the top of your customers' minds.
This is an excellent opportunity to compel visitors to take action by creating a sense of urgency.
6. Triggered Emails
Triggered emails are a more advanced marketing method. They involve tracking user behaviour and setting up custom responses to certain actions.
Welcome emails are the most common type of triggered emails. The user signs up for your list and this action prompts the automated welcome response.
However, there are many different ways you can make use of user behaviour tracking to send triggered emails. The most common include:
1. Campaign activity:
An email is sent to someone who is a member of a campaign list, opened a specific email, didn’t open an email, clicked on a specific link, didn’t click on a link, etc.
2. List management
An email is sent when someone is added to a list (manually or via sign-up)
3. Workflow activity
Triggers an email that sends after someone receives, opens, doesn’t open or clicks on a link in the previous email.
An email is sent after a customer makes a purchase, buys a specific product, hasn’t purchased a second product, abandoned their cart, showed interest in a product from a previous email, or spent a certain amount of time viewing a product/collection.
7. Social Campaign Emails
The goal of a social campaign email is to increase customer engagement in their feed and bring your social media campaigns to the forefront of their minds while they’re scrolling.
You can curate reviews, comments and likes by highlighting your more impressive and valuable social media posts.
(Hint: These are especially effective for companies who invest in Pinterest marketing)
8. Receipt Emails
Every purchase made online should trigger a receipt email for your customers’ convenience. However, these are also great opportunities to upsell, provide valuable guides on how to get the most out of your products/services, and send exclusive offers/coupons to your buyers.
9. Cart Abandonment Emails
Recovering abandoned carts is hugely important to e-commerce sites. The average site sees an average of 60-80% of their carts abandoned.
Sending multiple emails reminding your visitors that they still have items in their cart increases your chances of turning them into customers.
10. Post Purchase Emails
Similar to a receipt email, a post purchase email is focused on providing relevant resources and offers to your buyers. The goal is to keep your customers engaged and ultimately turn them into advocates for your brand. Which leads us to...
11. Customer Surveys
Every year, the importance of customer reviews increases exponentially. Nearly every shopper does at least a bit of research when making a purchase online. User reviews and client testimonials are the most trusted source of information for most consumers.
In order to bolster your online reputation management, you can send emails with links to the most relevant review platforms for your industry. The top 5 sites businesses should be focusing on (at this point in time) are:
- Google My Business
- Trip Advisor
You can also create and send custom surveys in order to gather data on how to improve your workflow, customer service, support and marketing campaigns.
12. Re-Engagement Emails
Re-engagement emails attempt to win back the interest of people who haven’t interacted with your brand in a while. They typically express sentiment along the lines of “we miss you,” offer a discount, or both.
If you have any more questions about email marketing, for a limited time we're offering a free email marketing assessment with Sam and Bianca: