Here at Site Impact, we’ve delved into many email marketing basics and best practices. From personalized content, segmented lists, strong CTAs, and strategic campaigns, there are a number of ways to best capture the attention of your audiences and increase your bottom line. However, with so many nuances, it’s sometimes best to go back to the basics to get a broad understanding and big picture of your email strategy. For those who may have a start up and are just entering the email game, here is a quick guide on three of the main categories of email marketing.
Email newsletters can be used to send promotional messages, important account information, product updates, and when done well, can help build brand recognition and awareness. When crafting email newsletters, it’s important to remember that every audience is unique and best practices and content should be implemented accordingly. There are various sub-categories in newsletters, including acquisition emails, which can help acquire new customers, retention emails, which often request feedback or provide an offer to subscribers who haven’t recently interacted with your business or emails. By keeping the lines of communication open, retention emails can help keep your hard-won customers.
Email newsletters should always provide subscribers with helpful knowledge and tools that add value to inboxes. This can be done with engaging content, thought leadership articles and information.
Emails that may not sell or promote a product or service, but inform the customers of updates are equally as important as newsletters. These emails, which help to build trust and assure the customer of updates in their buying journey, are transactional emails. These consist of such content as email receipts, invoices, billing statements, and order confirmations, and are triggered by user behavior. Savvy marketers will create content in their transactional emails that can lead customers back to their website, as customers engage with transactional emails at a much higher rate than they do with promotional newsletters and brand campaigns, making the high open and click rates the ideal opportunity for companies to cross-sell products and services.
Behavioral emails are targeted messages based on a user’s behavior, and this is where personalization comes heavily into play. Through the creation of buyer personas, these emails can be tailored and automated to reach customers at specific points in their buying cycles. Examples of behavioral emails include welcome letters, cart abandonment follow up, product review requests, and more. There are email marketing softwares that automatically trigger these emails, making it easy and seamless for your teams.
Ready to implement successful email campaigns that drive success? Contact Site Impact to hear how we can help.