Email marketing can become stagnant quickly if you aren’t using all the tools at your disposal. Below you’ll find snippets from our absolutely free eBook on kickstarting your email marketing program, which also answers some common questions you might have.
This snippet will cover important email types that you should be utilizing often to maximize the potential of your email marketing program.
5. Lifecycle
Have you ever received an email from a company wishing you a happy birthday? Or perhaps you left a box of Zebra Cakes in your cart on a food shopping site because you’re too ashamed to buy them in store, and then you receive a reminder email — letting you know that it’s there, just waiting for you to purchase (so you can devour in one sitting).
This is an example of a lifecycle email. They’re hugely important to your email marketing – even if you feel like yours is already pretty well established. These email types are great for subscriber acquisition, conversion, growth, retention, and reactivation. Anything from sending along a helpful welcome message, to offering your subscriber (for example) free gelato if they come back, should be among the lifecycle campaigns you have at the ready in your marketing bag of tricks.
4. Confirmation
Sending a confirmation email seems simple, right? Well it’s the seemingly simple stuff that often gets little thought or effort and misses a significant opportunity to connect with subscribers. Imagine how you feel every time you’ve said “hello” to your dog or cat, and they just stared back at you vacantly before turning away and staring out the window.
If a subscriber signs up, send them a confirmation. Did they update their subscription preferences? Let them know that you’ve got them covered. Don’t be that person that stares out the window while your subscriber is furiously waving hello in your face.
3. Transactional
In that same vein, you wouldn’t want to go to a gelato joint, buy that cold creamy goodness and then have the cashier just stare at you after you’ve paid. You want a little interaction. Maybe a timeframe on how long it’s going to take them to scoop every flavor into a cone for you. Maybe hook you up with a napkin.
Once a transaction is completed between you and a subscriber, the deal’s not actually done until they’ve received the goods. Send them a little love so they know you got paid and are working on their order. If you’re shipping something, reach out with a tracking number so they can stay up-to-date on when their box of 1 lb. Snickers bars are going to arrive.
2. Promotional
Generating promotional material is a task that can get lost in the mix pretty quickly. But check it out: Professional wrestling isn’t an American institution just because. Promoters grinded day-in and day-out to put butts in seats to watch to sweaty, half-naked men fake fight for an hour. Promoters did this all on their feet; email marketing lets you to sit in the comfort of an air-conditioned room and put together a promotional campaign.
Anything from sale offers to tag teaming with other companies can lead to promotional email opportunities. Bonus points for knowing your subscribers’ interests (based on their preference center settings) and tailoring your promotional content to them.
1. Informational
Speaking of preference settings: It’s always good to feel loved. When you’re feeling glum, mom would always let you eat raw cookie dough because she knew that would make you feel better.
So when you send information to your subscribers, it needs to be based on what their preferences are. Don’t just walk through the door and throw flyers in the air. Send alerts to people who want them, or rate plans to folks you think would benefit from them.
Email marketing doesn’t just have to be about sending pretty pictures of your brand – and it shouldn’t be. Make it an immersive experience by sending what counts to your subscribers.
Also check out How To Tackle The Win-Back Campaign and Personalized Emails: Earn A Positive Response From Subscribers