7 Email types every business should have in their marketing arsenal.

Make email your not-so-secret marketing weapon. It’s time to unleash your creativity, crank up the buzz and conquer the inbox!

Email. You Love it. You Hate it.  It’s the thing you love to hate. But It loves you and it could really love your business. And it’s calling you, wanting so much to be the little engine it could.  So pull up a chair and let’s discuss how we make your email strategy your not-so-secret marketing weapon.

Email is a conversation starter, an engager, a way to get to know your customers better, and understand their interests and needs.  Email can boost your website traffic, generate revenue, build referral customers and loyal followers. Your email marketing’s performance and even lack of performance can tell you so much. You just have to be prepared to listen and understand what you’re hearing.

All companies interested in growing are actively involved in email marketing. Customers know it. And most importantly, customers expect it.

  • Nearly 1 in 4 small businesses indicate they use email marketing for sales.
  • 28% of consumers indicate they WANT to get promotional emails
  • To top it off, 30% of list subscribers have made a purchase from the retailer they subscribed to.

If you haven’t realized it yet, email is the little engine that could, supporting small, mid and large sized organizations. Before you can take advantage of this unsung hero, let’s give you a really good thorough introduction.  

Before we dive into the how, let’s get to know a little more about the email types out there and what unique purpose they serve.  There is so much to talk about each types but my goal is to give you a brief overview on each.

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On-boarding/Welcome emails

This is your hello, your formal welcome to the company family, welcome to your products or service.  It can created in a variety of different ways. One welcome email or a series of emails.

You can activate this type of email for any part of your company’s product or service. Your goal is to onboard someone on how to take advantage of your product or service.  

When your customers utilize and love your products, they can be your best advocates.

And welcome emails are incredibly effective as your first conversation starters. They typically have higher open rate on average and according to a recent survey, 320% more revenue is attributed to welcome emails on a per email basis than other promotional emails.

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This is created as a series aimed to convert a fresh lead into a sales prospect. The hope is that the series would engage the sales prospect deeper into the sales funnel. If you open the first, you send a second. If you open the second, you get the third. etc.  

So if you downloaded an ebook or signed up for a webinar, you may be signed up for one of these series. Next time you do, pay careful attention. You may learn some really good stuff.  

The benefit of lead nurturing email series is that you will learn valuable data on your prospective customer’s behavior and can pivot accordingly. If the majority of your first email remains unopened, could your subject line be the problem? Could your email also not be getting into their inbox?

You should expect to see fewer and fewer people engage as you get deeper into the sales funnel. It’s a natural progression.

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Offer-based EMAILS

Think of all those lovely emails, discounts, trials offers. You know exactly what they are. You often sign up just to receive those incredible deals and offers.

77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).

Whether you sign up online or in store, many retailers use offer based email marketing efforts to gain incredible insights about you; your purchase behavior, purchase history, response to campaign types.  

While these may not necessarily come in an email series, when used to target former buyers to upsell them new products, it can be viewed a series in a transactional email series.  

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As we just discussed offer based emails can be followed up a series of transactional emails.  Think of transactional emails as a follow up receipt. When you make a purchase online today, no matter what type of product or service you purchase, you will receive some type of transactional emails.

Often times, the immediate follow up transactional email is a Thank you Confirmation that will provide your product or service purchase details, price, number of units purchased. You could also get confirmation of your delivery schedule, etc.  

Transactional emails often have the highest open rates of any type of email because people want to confirm that their order was placed accurately, tracking their own purchases.

This give companies an opportunity to engage this very captive audience to announce information, cross or upsell and more.

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Triggered Emails

These are event-based emails. Based on a specific type of activity, companies may establish certain key ready-to-go responses. In fact, 49% of businesses say they use some form of email automation. Why? Because it empowers businesses to operate more effectively, efficiently and all while you sleep (well, maybe not sleep).

If you’re a commerce company, you may have ready to go solutions for when a prospect customer come to visit your website, places a product in your shopping cart but does not purchase. You may have a shopping cart abandonment email ready to go.

Re-activation/re-engagement emails

It’s hard to believe but yes you will have people who aren’t fully engaged with your emails. We know it’s not you, it’s them. :-)  Actually if you want to really know the truth, it’s likely a little bit of both.  There are many reasons why you want to have an re-activation or re-engagement email ready to go.

There is always a possibility that your content isn’t interesting or relevant to them anymore.  They may be busy with life, work, school who knows.  They may not have even unsubscribed to your emails, they simply stopped opening them (Or worse case, they have stopped receiving them in their inbox all together).

Whatever reason it is, you should consider what you now want to do. Don’t just give up. They don’t want me so I don’t them. That philosophy is not the approach you want to take.

Remember this is a relationship, so you should treat it as such.  You’ve spent time acquiring these names. You should make sure you take the time to retain them as well.

There are specific type of messages you can consider such as a “We miss you” or “How can we better serve you” type of campaign.  You can also take specific types of actions such as reducing total number of email drops to this particular audience.

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Educational (Content, Webinars, Videos, Newsletters)  

This last set of email types are different than the other types we just discussed. These emails are the building blocks for a wonderful and hopefully long relationship.

Ongoing educational emails can be and should be planned in advance, just like your other types of emails. The very specific topic you address may not be set in stone but you want to give your customers some idea of when to expect you.

If you’re a weekly newsletter, you should plan for at least a once a week delivery ideally on the same day. If you say weekly but send out bi weekly, your customers won’t be able to look for you.  If you say daily but only send out a few times a week, you may not get the “daily” engagement you are looking for.

This is where developing an email calendar is vital. When you combine your core objectives and what you have to offer to your customer base, you can build an email calendar that can be very effective in creating engagement.

Did this article help you? Think I'm missing something or have questions, shoot me an email at Jkim@mkinceptions.com.  I would love to hear from you.