There are several types of email messages that should be part of your email marketing strategy. Some will be automated and others scheduled. Below, we will touch on some of the most common types of email messages that should be on your radar.
Welcome Emails: Welcome emails are the first touch point with a new subscriber that has opted-in to your list. Their subscription triggers an automated welcome email that goes immediately to their inbox. This email presents a great opportunity to introduce your brand, set expectations and build trust. They also tend to have very high open and click-through rates, making them a valuable tool for driving engagement and conversions early on. One study found that welcome emails had an open rate 5 times higher than other messages.
Newsletters: Newsletters are a great way to keep your subscribers engaged and informed about your business. They can be scheduled to send periodically to share company updates, industry news, and promotional offers. Newsletters can help to build brand loyalty and keep your subscribers interested in your business over time.
Promotional Emails: Promotional emails are used to share sales and special offers with your subscribers. These emails can be highly effective in driving conversions, but they should be used in moderation to avoid overwhelming or annoying your subscribers. These can be scheduled to send a large audience or can be automated based on certain triggers. For example, if you have an e-commerce business, you may have an automated promotional email that is sent to customers who abandoned items in their shopping cart.
Spotlight Emails: These messages focus on a specific product or service that you offer. It's not the same as a promotional email because it is not advertising a discount or special offer. Instead, this email shines the spotlight on the new product or service to build awareness and inspire demand-based sales.
Re-engagement Emails: Re-engagement emails are used to reconnect with inactive subscribers and encourage them to remain engaged with your business. These emails can be used to share special offers or to remind them of the value of your business. They are especially important for small businesses as it can be costly to acquire new customers. When using an Email Service Provider (ESP), this is easily done by sending a message to non-openers.
While there are many other types of email message options, these are considered important because they help with building relationships, keeping customers informed, and driving conversions. They can also help to increase customer retention and loyalty, which are critical to success.
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