From Newsletters To Triggered Emails: Top 5 Email Marketing Strategies
Build Effective Campaigns and Connect With Your Audience
Email marketing is a highly effective way for businesses to deepen relationships with their audience, increase brand awareness, and drive sales.
Yet, with so many different types of email campaigns available, it can be challenging to know which strategy is right for your business. This post will review the top five email marketing strategies, from the traditional newsletter to more advanced automated campaigns like automated sequences.
By understanding each strategy's benefits and best practices, you can create more engaging and effective email campaigns that drive results for your business.
5 Types Of Email Marketing
The Welcome Email Series
When someone signs up for your email list or makes a purchase, making a good first impression is essential. This is where welcome emails come in.
This is the first email someone receives after they've taken a specific action on your website, and it's a chance to make a lasting impression on your audience.
Welcome emails are great for building relationships with subscribers and customers, setting expectations for future communications, and increasing engagement and sales.
Lead Nurturing Emails
Lead nurturing emails are an essential part of any successful email marketing strategy. The goal of lead nurturing is to guide potential customers through the buyer's journey, building trust and relationships along the way.
Lead nurturing emails are a series of automated emails that are sent to subscribers based on their behavior, interests, and preferences. They are designed to educate and inform subscribers about your products or services, address common pain points or objections, and encourage them to take the next step in their buyer's journey.
By providing value to your subscribers through lead-nurturing emails, you can increase engagement, build trust, and drive more sales for your business.
Seasonal and Promotional Emails
Promotional emails are a powerful way to promote your products or services to increase sales. Promotional emails can be sent to your entire email list or a specific audience segment and are designed to persuade subscribers to take advantage of a limited-time offer or discount.
Whether you're promoting a new product, a seasonal sale, or a special event, promotional emails can effectively generate excitement and urgency around your offerings.
Review and Feedback Emails
Online reviews can significantly impact a business's reputation and bottom line. Review emails are a powerful tool for soliciting customer feedback and encouraging them to leave a review on your website or other review platforms.
Review emails can also be used to follow up with customers after a purchase, ask for feedback on their experience, and address any issues or concerns they may have had. By actively seeking out customer reviews, you can improve your online reputation, build trust with your audience, and even increase conversions and sales.
Newsletter emails are a classic and effective way to keep your audience engaged and updated about your brand, products, and industry news. Newsletter emails are typically sent regularly (weekly, monthly, or quarterly) and contain a mix of curated and original content, such as blog posts, industry news, promotions, and company updates.
Newsletter emails are a great way to build relationships with your subscribers, establish yourself as a thought leader in your niche, and drive traffic to your website. In this post, we'll explore the benefits of newsletter emails and provide tips for creating engaging and effective newsletters that keep your audience interested and informed.
If you want to start a newsletter or make the one you have even cooler, check out beehiiv, the #1 newsletter platform built for growth.
3 Types Of Email Marketing Campaigns
Let’s now take a look at three types of email marketing campaigns.
Abandoned Cart Sequences
Abandoned cart emails are a type of email marketing campaign. Like other automated campaigns, these emails are triggered by a user's actions, such as adding items to their virtual shopping cart but not completing the purchase.
These emails often provide incentives, such as a discount, to encourage the user to complete their purchase. Abandoned cart email campaigns have been found to have higher open rates and conversions, similar to welcome emails.
Implementing this campaign may require more advanced skills and knowledge. Nevertheless, all marketers should consider abandoned cart emails a valuable strategy.
The re-engagement campaign refers to a sequence of emails that are sent to subscribers who have become inactive. It is typical for email lists to experience a churn rate of about 25-30% annually as people change email addresses or companies.
A re-engagement campaign aims to address this issue. For instance, if a subset of your email list has not opened any emails in over six months, a re-engagement campaign can either re-engage these subscribers or remove them from the list entirely.
This is because unresponsive subscribers can be considered dead weight. Their inactivity can negatively impact your reputation with Internet Service Providers (ISPs) and, thus, your email deliverability rate.
Triggered Email Series
Automated email marketing allows you to create a sequence of personalized and relevant emails triggered by a user's actions.
These actions could include clicking on a link in a promotional email, adding items to their cart without completing the purchase, downloading content, making a purchase, or responding to a survey. These actions can "trigger" a drip campaign the user is now a part of.
According to the DMA's 2013 National Client Email Report, more than 75% of email revenue comes from triggered campaigns rather than generic promotional campaigns that do not consider the user's behavior.
3 Types Of Email Marketing Strategies
If what I just shared isn’t enough, the following are three types of email marketing strategies.
Post-purchase or Onboarding Emails
If you want to keep your customers engaged, sending post-purchase emails can be beneficial.
You can send them a thank you note, a discount for a second purchase, and set up the expectations for the product or service they just acquired.
In the meantime, you want to use their recent purchase as a reason to touch base and nurture the relationship.
In many cases, the nature of the service or product your new customers acquired will require an onboarding or series of onboarding emails where you will get them started, working, and ready to thrive.
Co-marketing is a partnership between two or more complementary companies that work together on a mutually beneficial task, event, or promotion.
The main advantage of co-marketing is to expand audience reach by leveraging the audience of another company. The collaboration may result in a strategic announcement or a joint webinar. For instance, if two companies agree to conduct a joint webinar on a specific topic, the webinar will likely be promoted to the email lists of both companies. This exposure to a new list is one of the critical benefits of co-marketing partnerships.
To communicate the partnership to your email subscribers, always make it clear that the offer or event results from a collaboration with another company. You can achieve this by incorporating the other company's logo into your email, using language that mentions both businesses, and creating a custom image or graphic to highlight the offer or event
All the types of marketing emails that we have discussed so far are based on the assumption that you are sending emails to your email list.
Consider sponsorship emails with display ads to reach a new audience and acquire new leads. A sponsorship involves paying to include your copy in another vendor's newsletter or dedicated send.
Sponsorship email campaigns are one element of a paid media strategy that includes pay-per-click (PPC), display advertising, mobile advertising, and affiliate advertising. To be effective, you need to be precise in describing the target audience you want to reach in this paid media universe.
Typically, you will need to create your ad copy and/or graphics according to the instructions provided by the vendor. Ask the partner if they have any size restrictions or image suggestions, and provide them with the copy's HTML and plain text versions in advance. Moreover, it is crucial to trust that they are a credible partner and understand your business needs well, especially if you are not already in a business relationship with them.
Interested in monetizing your newsletter with premium sponsors? Learn more about the beehiiv ad network.
Email Marketing in 2023 (Getting Started)
Blanket statements abound in marketing, such as "emails should be educational" or "emails should be short and sweet." While having a clear set of rules to follow would be convenient, the reality is much more complex.
People are not opposed to being sold to, especially when a big launch or discount is involved. Lengthier emails are occasionally necessary to convey the intended message, and many subscribers will read the entire email. Some emails necessitate more images and less text.
Success is not about a specific email type or template, but rather about creating a balance of various email types. Subscribers are more likely to interact with your email content if they receive various email types.
To strike the right balance, every marketer should analyze every email they send from a bird's-eye perspective and identify missing types.
The email marketing campaign types and strategies I shared will give you a good starting point when developing your overarching email marketing plan.