Six kinds of email marketing campaigns
Campaigns to keep customers engaged...
You may find it hard to believe, but email is still one of the most effective marketing tools out there. According to a report published by digital marketing experts, EConsultancy 75% of companies believe that email still offers an excellent return on investment and email usage is expected top 3 billion users by 2020.
I’ve outlined six different kinds of email marketing campaigns. There are others, but I thought these are very common promotional email techniques that are pretty simple to put into place. Hopefully, something here will inspire you to try something new.
1. Welcome emails
You will probably have experienced this once you have subscribed to something. This kind of email is normally sent as an ‘autoresponder’ that is triggered when you subscribe or buy something.
Here’s a simple example.
2. Onboarding emails
This is when you purchase something like an online software service or a membership to something, and you get a series of emails to help you familiarise yourself with your new purchase. To be honest, sometimes they can be annoying when companies send too many of these flipping things. But sometimes they can be beneficial to help you get the best out what you have purchased.
I thought this was a good example. Uber, the controversial taxi service, send a series of 3 emails when you signup for their app. It offers simple explanations and links that tell you exactly how the service works and how to get the best of it.
3. Newsletter emails
You probably get loads of these - good ones can be really useful and informative, while others can be dreary and tiresome. The trick here, as in all things in successful marketing, is about making sure you provide your audience with information that is relevant and useful to them. If you fall into the trap of self-indulgent content, such as “here’s what we've been up to this summer’, you will lose subscribers to your list because nobody cares what you did over the summer unless it's of direct benefit to the reader.
This example from Freeagent (freelance accounting software) offers its readers helpful and informative updates on changes in tax law.
4. Shopping cart abandonment emails
I do find this approach a bit creepy if I’m honest. If you’re not sure what I mean, you get this kind of email is when you’ve been shopping online, and you put some things into the shopping cart and then quit out of the website before actually purchasing anything. According to Shopify, one the most popular e-commerce systems for small retailers, shopping cart abandonment is a very common problem. In the US the average number of carts that are abandoned is around 75% (sorry, I couldn’t find any UK specific stats, but I’d be surprised if it were dramatically different).
Some retailers use abandonment emails to try and entice you back to the site to complete your purchase. It’s fairly common to be offered a discount or some other kind of incentive.
5. Win back
This is when you try to win back someone who has unsubscribed or who has not purchased anything for a long time. The trick with these emails is to make it light and friendly. There is evidence that shows that this kind of approach works very well.
This example is from Grammarly aimed at people who have stopped using their service.
6. Direct sales
As the name suggests, this approach is to promote a sale, a special offer, or perhaps to announce a new product. The important thing here is to ensure that the email is focused on getting people to take the action you want them to take. If you look at the first example below, the offer is so complicated, that it will be impossible for the recipient to work out what on earth is going on.
In the second example, spectacle company, Retro Peepers, is making a no frills special offer. There is one offer and a clear message.
That's it for now.
All the best