Email marketing, like any other digital marketing tool, requires strategic and purposeful work, so you know that it's not about sending emails lightly. If you want to see results, you need to create real connections with your subscribers.
But before I tell you about the 6 types of emails that cannot be missing from your email marketing strategy, I first want to tell you a little about what email marketing is and why your business should take it into account.
Email Marketing and its importance
There are many communication channels that we can use to connect with our audience, inform your customers about promotions and sell. But if there is one that should not be missing from your strategy, it is Email Marketing.
Email marketing is a digital marketing communication strategy that uses email as a channel. According to Statista , by 2021, there were more than 4 billion email marketing users who receive almost 320 billion emails daily and generate a global revenue of more than 8 trillion dollars. I think the numbers speak for themselves.
2022 03 17
Its strength lies in the importance we give to email. We have all incorporated email into our daily lives and it has not been able to be replaced by any other communication channel. In addition, it is one of the few strategies that makes us owners of a database and, if you are an entrepreneur, you know how important these are for your business.
But designing a good email marketing strategy is not that simple. There are many variants to consider and rules to follow. Email marketing is a long and complex topic that I promise we will develop in several entries of this blog.
Types of Emails you should include in your strategy
Many thought that with the arrival of social media, email marketing's days were numbered, but its validity has been more than proven. Social media evolves daily and regardless of the updates they incorporate, email marketing remains strong.
Given its relevance, email marketing is a strategy that deserves your attention and effort, because as part of the sales funnel , it is essential to achieve conversions.
These are 5 types of emails that you should include in your email marketing strategy
Pinterest Checklist for Content Creators
Learn how to repurpose your dead social media content and give it a long life on Pinterest
Download the guide NOW!
PINTEREST MANAGER GUIDE
Name
You can unsubscribe at any time. For more details, please review our Privacy Policy.
“Stay informed and get the latest news and updates by subscribing.”
Newsletters
They are the first step when we start working on email marketing strategies. Newsletters are an excellent way to position yourself in the minds of your subscribers, let them know about your business and your brand, and foster the relationship with your customers.
They are not focused on a specific topic, so you can cover a wide variety of topics. If you have a blog, the newsletter is the type of email with which you can boost its reach. Also, because of this freedom to cover diverse content, the newsletter can reach all your subscribers, without much segmentation.
When studying newsletter statistics, the questions you should ask are: What type of link do they click on the most? Can I sell them something else? Which subject lines have a high open rate? What time of day is best to send an email? All of this information will be very useful when you need to segment for future campaigns.
Welcome Email
The welcome email, as its name suggests, is the one sent as soon as the subscriber registers. As simple as it may seem, it is a very important type of email because it will establish the relationship between the subscriber and your brand.
In addition, one of your goals is to help your customer move forward in the purchasing process, and to do so you must send relevant information about your brand and products in the welcome emails.
6 types of emails that are essential for your email marketing strategy
Promotional Email
By means of a promotional email you inform job seekers database about a specific offer. And when I say offer, I don't mean a price reduction, but rather any specific action, product or service that we are offering at a given time.
It is a simple email, the main objective of which is conversion, so segmentation is important. They must have a call to action focused on taking action, so it is important to be clear about who the offer is directed to.
It's a simple email to write, because in essence, it only has the information about your offer, but it has the power to convert if it contains the right message for the right person at the right time.
Seasonal Email
Taking advantage of important dates to create content is a common practice in digital marketing and that includes email marketing. It is part of your brand's communication strategy.
The main goal is to make your email marketing list subscribers feel close to you, and personalized emails do just that. Your customers will feel like they are really important to you.
Seasonal emails are characterized by being short and creative, with visual content that captures the subscriber's attention.
Re-engagement Email
If you have subscribers who remain on your email marketing list but do not interact or take any action, it is time to send an email to reestablish the relationship.
A good strategy to get back on your customer's radar is to ask for feedback. If you receive it, you will not only be back in the minds of those inactive subscribers, but you will also get first-hand information that will help you connect better with them.
And if they unsubscribe, it will still be a win-win, because it will improve your open rate. Remember that it is easier to re-engage with an inactive customer than to get a new subscriber.
Automation Emails
These are all the emails that the lead receives automatically after having performed some action on your website, social media profile or e-commerce, etc.
Some automation emails are:
Transactional emails: this has the advantage of being expected by the lead, as it is the response to a specific action. Examples of these are confirmation emails, password recovery emails, thank you emails, etc.
Lead Nurturing: This involves automatically sending a series of emails related to a specific topic that the customer has shown interest in. This technique helps you nurture the lead and take it to the next stage of the sales funnel.
Some practical tips to raise the level of your email marketing strategy
Choose your email marketing tool carefully. Choosing the right software is the first step to effectively implementing your email marketing strategy. I used to use Mailerlite and I recommend it especially if you are just starting out, and now I am using Active Campaign which is a much more complete platform.
Segment your subscriber list. This will help you personalize and target your message to each subscriber's needs and expectations.
Obtain data legally. A lead magnet, for example, is an excellent resource for capturing subscribers and always make sure you obtain permission to send emails. Otherwise, you could end up with a hefty fine.
Create a beautiful design. Creativity and beauty attract, and email marketing is no exception. Keep your brand's visual identity in mind.
It includes storytelling for the reasons we already know: we all love a good story.
Personalize your communication. Just because an email is sent automatically doesn't mean it has to be cold and impersonal.
