Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to:
Sending emails with the purpose of enhancing the relationship of a merchant with its current or previous customers, encouraging customer loyalty and repeat business,
Acquiring new customers or convincing current customers to purchase something immediately,
Sending emails with the purpose of earning new customers or convincing current customers to purchase something immediately, and
Adding advertisements to emails sent by other companies to their customers.
Email marketing can be done to either cold lists or warm lists. A cold list is a list of email addresses that have not been previously contacted by the sender, while a warm list is a list of email addresses that have been previously contacted by the sender.
There are seven types of email campaigns that marketers can send to their list of subscribers:
1. Prospecting Email
The first type of email is the prospecting email. Prospecting emails are sent to customers who don’t buy from you yet. They exist to introduce a new lead to your product or service.
Prospecting emails should:
Include a personalized message
Include a CTA, preferably a free trial or a discount for the first purchase
Include additional images to help explain the offer
Include a link to a landing page
Include your company’s logo
Include your company’s name and address in the footer
2. Engagement Email
Engagement emails are sent to customers who have already bought from you.
Engagement emails should:
Attempt to re-engage customers who haven’t interacted recently
Include a CTA to a landing page with product info or coupon codes
Include additional images or videos
Include your company’s logo
Include your company’s name and address in the footer
3. Announcement Email
Announcement emails are sent to announce changes or updates to your product, a new version of your product, or changes to your company. They might also include new offers, or be sent in an attempt to increase customer loyalty.
Announcement emails should:
Be clear about what’s new
Include a video or image
Include a CTA to learn more about the product
Include an element of urgency
Include your company’s logo
Include your company’s name and address in the footer
4. Contest Email
A contest email is a great way to increase engagement and loyalty.
Contest emails should:
Include a CTA to enter the contest
Include a CTA to learn more about the prize
Include additional images
Include your company’s logo
Include your company’s name and address in the footer
5. Timing Email
Timing emails are designed to create a sense of urgency and encourage people to buy a product before it goes out of stock. They can also be used to increase the urgency of an offer.
Timing emails should:
Include images to highlight the urgency
Include a countdown timer
Include a CTA for a contest or sale
Include your company’s logo
Include your company’s name and address in the footer
6. Customer Retention Email
Customer retention emails are sent to people who have already been customers or have shown an interest in your product.
Customer retention emails should:
Attempt to increase customer loyalty
Include a CTA to a landing page for product info or coupon codes
Include additional images or videos
Include your company’s logo
Include your company’s name and address in the footer
7. Reactivation Email
Reactivation emails are sent to people who have interacted with you, but haven’t bought anything from you.
Reactivation emails should:
Attempt to get customers interested in your product
Include a CTA to a landing page for product info or for taking your quiz
Include additional images or videos
Include your company’s logo
Include your company’s name and address in the footer
Email marketing can be a great way to improve your relationship with your customers, increase loyalty, and boost sales. These seven types of email should be a part of your email marketing strategy.
What type of email are you going to send your list today?
