Your email list is a goldmine, but we all know that digging for gold takes time and effort. Email marketing is a long-term plan, and the many sorts of emails you use matter a lot. further, customer retention is also the most effective factor in email marketing
As an email marketer, you must understand which sorts of emails to send in certain situations and why. There are many sorts of email marketing campaigns for each aim, whether you’re trying to establish a subscriber connection, solicit feedback, or make a sale with a potential customer.
Let’s find out some of the essential email marketing strategies you can employ to engage subscribers, increase conversions, and expand your brand as well as grow your customer retention.
Why is it necessary to send several sorts of emails?
Whether you make YouTube videos, give freelance design services, or make artisanal gin, the aim is the same: convert followers into customers.
Each subscriber has various requirements and emotions as they progress through the customer journey. Therefore it’s critical to connect with them using different sorts of emails. You must examine which sorts of emails are appropriate for each level of your sales funnel in order to convert interested subscribers into pleased customers.
To get you started, we’ll stick to the six most important sorts of email marketing campaigns you should have in your arsenal.
But before moving ahead, let’s halt and take the most important precaution. Remember, the email accounts in your list aren’t all active. If a considerable number of emails are dormant and inactive, you may be visited by a lot of issues. An Email Validation tool will save you from that without much expense.
What are you doing? Tap that link first (that’s the reason it’s there), and get your email list validated (or grab a suitable plan for your list and validate after reading this guide), and then we’ll move ahead.
1. Welcome emails
When we open an account or subscribe to a corporate email list, we almost instantly check for a welcome email. This is primarily due to:
- We need proof that our account creation or subscription was successful. To that purpose, welcome emails are also classified as transactional emails.
- We want to know if we are eligible for special offers or discounts as a new customer of the firm.
We are not alone in this. The average open rate for these types of emails is 50%, with 74% of new members expecting to get a welcome email right away.
This is your time to create a great first impression!
This is your entry point into cultivating a connection with new subscribers, the start of a hopefully lovely (and profitable!) brand/consumer relationship. It’s the initial stage in the onboarding process for new clients.
Cult Beauty, an online beauty shop, has managed to hit numerous targeted points with its welcome email in this example. This includes the following:
- Products that have been recommended based on previous purchases
- New product promotion
- Induction into the brand’s identity and culture through user-engaging content
- fostering trust through promoting communication with their customer service team
- Using social buttons to promote contact via social media
Customers and subscribers are new at this point. Therefore they require more steps to get started on the brand/consumer journey. As shown below, Asana provides advice for getting familiar with its capabilities so that consumers can reap the advantages and perhaps convert to paying clients.
When should welcome emails be sent?
Within a day of joining your email list, your new subscribers should receive a welcome email, ideally immediately. You may utilize automation to send a single welcome email or a series of emails that incorporate your welcome message, a lead nurturing email, and perhaps a special offer.
Here’s a full guide for automation, embracing everything you need to know!
2. Newsletter emails
Let’s be clear: newsletters are necessary. They are used by a wide range of enterprises and organizations to provide important material and information to subscribers, consumers, business partners, workers, and others. These are the sorts of emails that should be the foundation of your email marketing campaign.
You can keep loyal customers engaged and re-engage those who have lost interest by giving value, which will ideally lead to, you guessed it, additional conversions with well-crafted emails. You should try to do the following with email newsletters:
- Raising brand awareness and cultivating relationships with consumers and subscribers.
- Share your company’s newest news, products, and forthcoming events.
- Distribute fresh and popular content as well as blog entries to boost engagement and traffic to your website.
- Promote your brand’s principles and culture.
- Establish yourself or your firm as an industry authority.
- Increase your company’s visibility. Your rivals’ emails are arriving in the inboxes of your target audience, and you should be too!
The style of Goodreads’ email is extremely basic, yet we keep opening them because we know I’ll get highly relevant excellent information.
They will do the following with this newsletter:
- Introduce new books that may be of interest to their audience.
- Give us a flavor of your company’s values.
- Seasonally relevant content should be provided.
- Encourage readers to join Goodreads on social media and to download the app.
The UX Design Institute newsletter contains timely, relevant material that is intended to stimulate the reader.
When should newsletters be sent?
You may begin sending newsletters immediately. Just keep in mind to set expectations with subscribers about how frequently they will receive it.
3. Lead nurturing emails
Sure, some consumers will commit when they are ready, regardless of how well you communicate with them. However, in order to optimize conversions, you must nurture them, and the statistics support this. According to research, nurtured leads make 47 percent greater purchases than non nurtured leads.
To perform lead nurturing correctly, you must strike the appropriate frequency and content balance to remind your email list of the services or products and urge them to take the next step in the purchasing process. Your lead nurturing emails should attempt to do the following:
- Increase your visibility and keep in touch with your readers on a regular basis.
- Consider the reader’s interests and recommend appropriate services, goods, or content.
- Address the reader’s concerns and give a solution, highlighting the advantages.
The ultimate aim is to move prospects through the sales funnel.
As a result, you must give valuable information, offers, and solutions that will entice them to take the next step.
We like this Bolt Food e-commerce example since it’s so basic yet so successful at targeting buyers from a certain category of leads. Bolt tackles a particular source of frustration: payment methods and pushes the reader to take a specific action.
This Adobe sample shows a lengthier sales funnel technique. They offer excellent material in the form of tips and lessons to entice readers to fall in love with the brand.
Not every lead nurturing effort will persuade every client to take action. However, if you continue to offer content with each message, you may gradually transform your goldmine of subscribers into gleaming nuggets of success!
When should you send nurturing emails?
Lead nurturing emails should be delivered at all stages of the sales funnel in order to improve subscriber connections. Consider what you wanna achieve at every step and what sort of material will help you get there.
4. New service/product emails
Are you adding a new range of scented candles to your inventory? Perhaps you’re diversifying your freelance writing company by offering website audits. Whatever the new product or service is, your existing consumers should be the first to hear about it.
After all, these are the customers who have tried and tested your product and have stayed to hear more!
You may use these emails to do the following:
- Inform current and prospective consumers about your services or products.
- By providing a sneak peek before anything goes live on your website, you may provide exclusive material.
- Request feedback before the formal launch.
Gymshark creates such a buzz around their product releases that newlines are sometimes sold out within minutes.
Countdown timers are fantastic for generating excitement and anticipation around your launches for a more engaging experience.
Another example is Netflix, which keeps customers interested by providing regular updates on new content.
When should new product or service emails be sent?
When there is anything fresh to share with subscribers, this is the perfect moment to send this sort of email. Make sure the product or service you wish to advertise is relevant or noteworthy.
5. Special offer emails
Special offer emails are an excellent method to persuade consumers on the fence and returning customers to make a purchase. Believe me, we are aware. Our wallet can attest to this.
The idea of a good bargain is difficult to refuse, whether you’re giving a discount, a free trial, free delivery, or some other present. Making special deals for your email subscribers makes it much more difficult to resist.
When writing these emails, keep all key information clear, succinct, and easy to understand. As with this Asos offer, all we need to know is right in front of me.
What a lovely gesture! A birthday special, particularly for me!
Aside from the sarcasm (sorry, not sorry, we are a Brit! ), these kinds of letters are a fantastic method to re-engage consumers, but when you go the additional mile with personalization, you demonstrate respect and thanks. It’s wonderful when a brand you care about reciprocates your feelings.
Best secret keeps it easy with a free delivery deal down below.
6. Review request emails
The internet has offered us the chance to study and obtain information and opinions on almost anything (just Google hilarious Amazon reviews). Although this is excellent for customers, businesses must have a strategy in place to stay ahead of the competition.
Terrible reviews Are bad news, and no reviews = bad news as well. According to TrustPilot, 9 out of 10 buyers read internet reviews before making a purchase decision. Obviously, your internet review approach should be at the top of your priority list.
Your subscribers are your most ardent supporters.
They are your finest source of unbiased information and outside expertise about your products, services, and brand. Not only is review collection beneficial in terms of increasing your internet visibility and credibility, but it also provides you with invaluable insights into what you’re doing well and where you can improve Customer Retention.
With simple positive/negative button choices, Allsaints makes it quick and easy for consumers to provide feedback. Users are then able to contribute more information. Even better, they gave a €20 coupon as an incentive for providing comments!
SpaceNK’s review request is entertaining and interesting, and it even includes an incentive!
Providing an incentive encourages consumers to post evaluations, and if your service is already excellent, they will be delighted to do so.
When to ask for reviews
These are only available to subscribers who have thoroughly tested your items or services. The optimum time to send is immediately after they’ve completed a purchase. You may program an automated sequence to send a review request when a certain amount of time has passed since a subscriber’s purchase.
Stay away from one-dimensional email marketing! You will engage subscribers at every level of your consumer funnel if you use a range of email formats to reach your goals. Consider the what, why, and when to boost conversions and build great relationships and Ensure Maximum Customer Retention with your subscribers.
Hitting the sweet spot between the subscriber’s requirements and your email content is a certain method to give value, which leads to pleased and loyal consumers.
When should you send out special offer emails?
Promoting special deals is an excellent method to engage subscribers at every level of the funnel. Just don’t go overboard. When you send too many “special offers,” they stop being “special” and become “annoying.” You understand.