After reading this article, you will come to know the different types of email marketing campaigns to reach a wider audience and generate leads.
Customer satisfaction has become the highest priority for every business more than anything else. There is a constant quest for ways to rightly approach the customer and fulfill their requirements through their products/services. Email marketing is one of the oldest and most proven methods of reaching customers and generating leads.
Before jumping right into the types of marketing emails, let us look into what the real-time statistics reveal about the importance of email marketing in generating leads and conversions.
What Stats Reveal About Email Marketing?
- Email is the 3rd most marketing channel in 2021
- When it comes to customer acquisition, email newsletters are 40x more effective than social media.
- Interactive emails generate 2X more revenue than passive emails.
- Segmented emails increase revenue by as much as 760%.
- Email open rates for transactional emails are 8x more than that of regular marketing emails
- Over 44% of the marketers believe that increase in customer engagement is their no. 1 challenge
- 77% of organizations have reported that there has been higher engagement with email marketing in 2021
By looking at these figures, one can understand that email marketing is still one of the most effective ways of marketing and it has the potential to skyrocket business sales and conversions.
As good as how a solid email marketing campaign can fetch you raining leads, an ineffective email marketing strategy can destroy your customer base. Sending too frequent emails or at odd hours can take away your subscribers.
To make your email marketing campaign effective and interesting, content differentiation is important. An email marketer should be willing to deliver messages using a variety of emails. Firstly, you need to build email list from scratch.
Types Of Email Marketing Campaigns
1. Welcome Emails
It is a wonderful feeling to gain a new subscriber. Welcome emails are extremely important to create a positive first impression on your audience.
As they are the first emails your subscribers receive after signing up, make it more memorable and worth reading.
One of the reasons for subscribing to your email is that they are interested to learn about your brand.
Welcome emails are one of the most effective marketing email types to get you more leads and generate higher sales.
2. Educational Emails
Education emails provide an excellent opportunity to tell the subscribers about your brand.
A few of the subscribers may be familiar with your brand, and a few of the subscribers may be completely unaware of your brand.
Educational emails are an excellent tool to market your brand and talk about your products.
By gaining a better understanding of your business and how your products/ services help them, they are more likely to buy that product/service.
3. Special Announcement Emails/ Promotional Emails
Special offer emails or promotional emails are one of the most effective types of email marketing campaigns.
You get an opportunity to engage your audience and interest them in your products by offering attractive offers and incentives.
You can send them gifts, and offer a special discount as a token of appreciation for being your subscriber.
It can encourage them to act on your email or bring more subscribers along with them.
4. Lead Nurturing Emails
As a marketer, you should know your buyer persona to learn the behavior of your audience and deliver personalized content that helps them find a solution to their problems.
The end goal of launching the lead nurturing email campaign is to guide your audience down the sales funnel and eventually convert them into your loyal customers.
These are automated emails, sent automatically as scheduled when a new lead arrives. Even though you forget about the campaign, the emails will continue doing their work without the need for human intervention.
5. Email Newsletters
Email newsletters are an excellent way to connect with the audience, share stories, and build your brand.
The email metrics to consider when tracking the success of newsletters are open rates, click-through rates, engagement level, bounce rates, and unsubscribe rates.
Connect with your audience on a personal level and stand out in the customer’s inboxes. It allows you to include different pieces of content that might be useful for your company under one newsletter.
The newsletters allow you to send industry updates, the latest news articles and thought leadership pieces to engage your audience and incorporate interest in the readers.
6. Re-Engagement Emails
Not all subscribers are the same. Some of them might actively engage with your brand while others may lose interest over time.
It is the re-engagement emails that bring back the inactive subscribers and let them re-engage with your brand again.
These emails focus on the experience of the subscribers. If you want them to re-engage again, ask them how to improve their experience.
It helps you market your brand, understand your subscriber needs and create a tailored email marketing campaign to satisfy their requirements and generate higher conversions.
7. Cart Abandonment Emails
According to the cart abandonment rate statistics, the average cart abandonment rate is 45%. People fill their desired items into the cart but leave the site without completing the checkout process.
If you don’t act, the subscribers are likely to forget your brand and don’t make a purchase.
Cart abandonment emails help you to remind them of their carts and encourage them to convert.
As per card abandonment rate Statistics, sending multiple cart abandonment emails produce 63% better results than sending a single email. Don’t just send multiple emails in a row.
Send one email a few hours after cart abandonment, a few days later, and send an email by offering incentives afterward. It helps to increase email click-through rates and reduce cart abandonment.
8. Post-Purchase Campaigns
Once a purchase is made by the customer, a confirmation email is sent to the customer along with additional information like mode of payment, tracking details, etc. such emails are known as Post-Purchase Campaigns Emails.
The post-purchase campaigns allow you to confirm the order and send tracking details through email. You can thank the customer for their time and encourage them for future sales.
Send promotional emails about similar products that they might be interested in the future. It helps to strengthen your relationship with the customer and earn a loyal customer base.
The post-purchase campaigns are automated so that the email is automatically sent to the customer immediately after making a purchase.
9. Review Emails
Reviews are important for any business to sustain the fierce competition in the industry.
Reviews let the new customers know the user experience of the product and help them decide whether to buy your product or not.
When the subscribers buy from your brand, invite them to provide a review through follow-up emails.
Encourage them to provide honest reviews and work on the negative reviews to improve your user experience.
By sending the review emails, you keep your audience engaged and get honest feedback for your products.
10. Transactional Emails
The transactional emails are sent after a specific action is taken by the customers. These types of emails are important to include in your email marketing plan.
One can use these transactional emails to inform one’s customers about shipping details, order confirmations, password reset messages, etc.
As the recipients want to know about order confirmation, payment details, etc, these type of marketing email campaigns generally has high open and click-through rates.
Confirmation emails are one form of transactional emails. People want to receive confirmation emails to let them believe that their order is confirmed or purchased.
Sending confirmation emails helps the subscriber to learn about your brand and build a better brand image with you.
When done rightly, the transactional emails improve the customer experience and help build brand trust and loyalty
11. Sponsorship Emails
In the remaining types of email marketing campaigns, you are communicating to your email database. If you want to reach a wider audience and gain new leads, sponsorship emails with display ads are your go-to solution.
A sponsorship email allows you to publish your copy in another vendor’s newsletter. This way, you can send highly personalized emails These types of marketing emails are a part of paid advertising.
The biggest advantage of sponsorship emails is that it lets you segment your audience into highly specific groups based on their age, interests, location, etc.
Also, you know the amount you are paying the vendor. Therefore, you have to track only the number of visits, leads, and sales to determine the exact ROI. Knowing the exact ROI help you plan the marketing budget accordingly.
12. Brand Story Emails
Brand story emails increase customer engagement and improve relationships with customers.
Use a brand story to tell the history of your company, highlight your company’s journey, share future goals and talk about people working in your company.
It lets you convey your unique selling proposition, brand values, and mission to your subscribers thus building a stronger relationship with the customers.
13. Video Emails
Video emails are a type of marketing email that let you send videos about your brand or products through emails.
According to HubSpot including videos in their content strategies has reported over 49% faster revenue growth when compared to those without video emails.
The video emails are highly engaging and clarify most of the customer queries with a demo video.
Video content helps the viewers understand the information in a short time. According to the study from MediaPost, including the word “video” in the email subject line, will increase the email open rates by nearly 13%.
However, you should pay attention to whether your email clients support the embedded videos. Otherwise, they cannot see the video in their emails.
Now that you are aware of the types of email marketing campaigns, you are ready to create a remarkable email marketing strategy and nurture high-quality leads and convert them into your customers.
However, it is to be understood that the effort to communicate with your audience should continue for a long time. It helps them understand your business and how you can help them fulfill their requirements.