Types of Email Marketing
Email marketing types has been around for a long time. It’s evolved and changed, but it’s managed to remain effective and even grow in popularity over the years. Email marketing is more popular than ever. It estimates that 64% of small businesses use email marketing to reach and persuade customers. Whether you are using email marketing for lead generation, sales, lead nurturing or customer retention, if you’re a marketer for a small or developing business, you should learn how email can help you. Email marketing is cost-effective and precise, but what type of email marketing should you be using? Here are 4 types of effective email marketing you can utilize:
1. Email Newsletters
One of the most common and popular email marketing campaigns is Email Newsletters. As a small business, you can use an email newsletter to provide subscribers with helpful knowledge and tools. It is important to add value to your subscribers’ inboxes; to do so create engaging content, including thought leadership, and announcements about new services/ products. To measure the effectiveness of your newsletter ask yourself if the content helps build a relationship with subscribers, increases retention and engagement.
Probably one of my favorite newsletters out there, the hustle does email newsletters the right way. Short, concise newsletters that can read in 5 minutes or less.
2. Transactional email
Probably one of the least glamorous but most effective forms of email marketing; transactional emails are sent to facilitate an expected transaction between a sender and a recipient. The context of the transaction varies; it could be a welcome email, a confirmation email, or even a cart abandonment email. A transactional email is meant to inform the customer about the action they have just taken.
One of the most important parts of a transactional email is to clarify exactly what the customer will be getting into and Virgin America does exactly that.
3. Promotional Emails
Promotional Emails are a great way to drive sales, signups, and new product offerings for your small business. The main goal is to convince customers to make a purchase. Promotional emails include offers that entice and encourage your target to buy a new product or service. To get the formula right you need to use promotional emails to reward engaged subscribers with exclusive offers, drive new products or services to subscribers, and cross-sell products to your customer base. Unlike transactional emails that inform customers about their order or account information, promotional emails typically serve the purpose of converting subscribers into customers.
One of the most effective leverage points communicators have is exclusivity. The feeling of being part of a small group of privileged people has a strong appeal to human psychology.
4. Retention Emails
A retention email is a targeted and triggered message sent to an existing customer to increase engagement, loyalty, and satisfaction. It helps bring customers back again and again. If you have some experience in email marketing campaigns, consider Retention Emails for your small business. By sending a message requesting feedback or an offer to subscribers who haven’t interacted with your business or emails campaigns lately, your small business can keep the lines of communication open. Retention Emails are a very useful email campaign strategy that can help you keep your hard-won customers.
Starbucks is probably one of the most prominent brands properly utilizing retention emails.
Email marketing types give organizations a new pathway to get creative with their communication and evolve their customer retention efforts.