Email marketing is agreed to have the highest ROI of 410% among all other fields of digital marketing, but this is only possible if it is done right. It's very important to know the different types of emails in email marketing so you can develop the skill of choosing the type of email that fits the needs of the current email campaign.
You will discover that there is a big difference between the emails you send to people that have just discovered your brand, and the emails you send to loyal customers that have purchased products or used services that your brand offers for a long time.
In this article, you will see that the skill of choosing and writing the right type of email is an easy skill to acquire but still has tremendous effects on the success of your email campaigns, and you will learn that skill totally in this article. But first, we will discuss briefly what is a marketing funnel so we can refer to that information later in the article.
What are the different types of Email Marketing?
In your email campaigns, you should send different types of emails to customers in different stages of the marketing funnel (refer to the marketing funnel section). That is because different types of email marketing are implemented to achieve different goals for the organization. Now we will discover the different types of Email Marketing.
1. Acquisition Emails.
One of the most important goals of any organization is acquiring new customers, and Acquisition Emails are designed for exactly that. This type of email falls in the awareness category in the marketing funnel as they are sent to new recipients that don't know about our company to spread the word and create more awareness around your brand. These emails are the gate through for potential customers to enter your marketing funnel.
An excellent strategy for acquiring new customers through acquisition emails is to give your potential customers something for free before they ask for it. For example, you can send them a free educational PDF related to your products or services, a free trial, or even a compliment that makes them feel good.
2. Welcome Emails.
Welcome emails are sent to brand-new customers or subscribers. This type of email marketing falls in the consideration stage of the marketing funnel. As the recipients have already subscribed and agreed to receive promoting messages from you so they are already aware of your brand, and now is the time to move them to the consideration stage of the marketing funnel with welcome emails.
A Welcome email consists of a welcome message to the recipients. This type of email must also include an introduction about your brand's identity and purpose. Along with some of the most popular offers that your brand has with a clear call to action. Sending them these offers will send them right into the consideration stage as they are now considering the offers that you have promoted in the email.
I want to add one last tip to writing welcome emails, as the recipients of this type of email are new to your brand, they are building their first impression of your company, so don't forget to keep a very friendly and welcoming tone when writing this type of emails
3. Newsletters.
This is one of the most effective types of email marketing campaigns. Newsletters are emails that are sent to the subscribers on the regular basis (every week for example). They contain news and information about the company that would be of interest to the subscribers. Newsletters are used to advertise products, establish a trusting long-lasting relationship with the customers, and educate them more about your brand, updates in your company, and new products and services that you are launching.
Newsletters' multiple uses make them incredibly versatile, and their versatility makes them fall into three stages of the marketing funnel, consideration, conversion, and loyalty. They fall into the consideration stage as recipients are still learning about your brand, the conversion stage when the recipients decide they like a product that you offer and they make a purchase, and finally the loyalty stage when previous customers make other purchases and become repeat customers.
Although the Newsletters can be very versatile in what goals they can accomplish, their main purpose is establishing trust with the user, so you should make your number one priority in the type of email marketing to deliver emails that are relevant to the users, you might even send emails that aren't really selling anything just to keep your customers' awareness and connection with your brand.
4. Promotional Emails.
As the name suggests, promotional emails are sent for the sole purpose of promoting a product, a service, or a special offer. This type of email falls in the stage of consideration as it gives the recipients new offers to consider, and it also falls in the loyalty stage as it can turn existing customers into loyal repeat customers.
Promotional emails can include information teaching the recipient about a new product or service that your company is launching, or it can include a special offer like a limited-time sale. Promotional emails should include a very clear call to action as the purpose of these emails is to make the recipient take an action of some sort.
5. Retention Emails.
Retention emails are sent to current customers for the sole purpose of keeping them in contact with the brand and becoming loyal repeat customers. This type of email falls in the loyalty and sometimes advocacy stage in the marketing funnel because good retention emails can lead the customers to refer people they know to your brand.
A good example of this type of email marketing is cart-abandonment emails, and these are emails sent to customers who added items to their cart but didn't purchase them yet, and this email reminds them of that abandoned cart. Another effective idea for retention emails is to send your customers' personalized offers and discounts, for example, you can send cart-abandonment emails including a discount code on the items that your customers have previously added to that cart to encourage them more to make a purchase.
What is a Marketing Funnel?
A marketing funnel is the stages that a potential customer goes through from the point they hear about your brand until they become loyal repeat customers. A marketing funnel can be designed differently for every marketing campaign. For the purpose of this article, I have used a marketing funnel consisting of 5 stages, awareness, consideration, conversion, loyalty, and advocacy.
The awareness stage is when a potential customer first becomes aware that your brand exists. Then comes the consideration stage when the customers learn about a product or a service that your brand is offering and consider making a purchase. If everything goes ideally, the customers would end the consideration phase with a decision to make a purchase, moving into the conversion stage when the customer actually makes the purchase. When a customer becomes a repeat customer by making more purchases following their first one, they are said to be in the loyalty stage in the marketing funnel. And the advocacy stage is when the customer refers other people they know to become customers for your brand.
What is an email marketing strategy?
An email marketing strategy is a procedure that email marketers take to move potential customers through the stages of the marketing funnel to achieve the goals of the marketing campaign. So the strategy can include choosing the type of emails that need to be sent to categories of customers, and the frequency of sending them.
Conclusion.
Email marketing is one of the most effective tools to grow your business, but that is only possible if it is done right. And one of the most important factors that determine the success of a campaign is choosing the type of email marketing that we should use for every type of customer depending on which stage of the marketing funnel they are in.
We can see that the skill of choosing the right type of email marketing is fairly simple and can be learned easily and quickly, but you will definitely see that it will have great effects on the success of your email campaigns.
Relevant: 9 Quick Tips and Guidelines to Write Better Emails.
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