Email Campaigns

Emails that make your customers click.

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An example welcome email.

Types of Email Marketing

If you’re thinking about working with email as a marketing channel, it’s important to familiarise yourself with the different types of marketing emails.

Most emails fit into one of the following categories:

  • Newsletter emails, which are normally sent periodically, and typically contain content that offers the audience value, like news, helpful articles, or specials
  • Single-offer emails, which are focused around one particular offer, like a certain discount or time-sensitive product
  • Welcome emails, which are sent when someone first signs up to your email marketing list – they’re designed to introduce your brand and make the subscriber happy they signed up
  • Functional emails, which include password change emails and billing emails
  • Post-purchase emails, which are sent when a subscriber completes a purchase, and may include receipts, review requests, or product instructions
  • Announcement emails, which focus on announcing a new product, article, or change to the company
  • Campaign emails, which are designed to be consumed as part of a larger email campaign

Types of Email Campaigns

There are two main types of email campaigns:

  • Drip campaigns (where a goal is defined, and emails are automatically drip-fed over a given period to subscribers)
  • Nurture campaigns (a more in-depth campaign designed to usher leads down the sales funnel by ‘nurturing’ them with content based on their behaviour)

Both drip and nurture emails are great because they use automation to cut down the time you spend on email marketing.  Once a subscriber has been tagged for a certain campaign (which can also be automated), they’ll start receiving the emails from that campaign at set times and based on certain behaviours without any input from you.

Drip campaigns are generally simpler and therefore less expensive to build than nurture campaigns.  Emails are sent based on time periods – for example, a subscriber is tagged for the campaign, they receive Email 1, a day passes, they receive Email 2, and so on.

Nurture campaigns are reliant on user behaviour.  For example, a subscriber is tagged for the campaign and they receive Email 1.  If they open Email 1, they’ll receive Email 2A; if they don’t open Email 1, they’ll receive Email 2B.  Nurture campaigns generally involve more emails and more scenarios, which makes them more effective but also more expensive to build.

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An example of a re-engagement drip campaign.

Why Should You Use Email Campaigns?

There are lots of reasons to use email campaigns.  In fact, if you’re going to invest money into any kind of direct marketing, it should be email.  Here are a few quick statistics about email:

These statistics exist for a couple of reasons:

  • Subscribers choose to subscribe, and can choose to unsubscribe, meaning they have control of all interactions. Other ads, such as online display ads or cold calls, are much more intrusive and something over which they have no control.
  • They want to receive emails from you, or they wouldn’t have signed up to your mailing list.
  • They’re a captive audience. They will receive your emails, and it’s up to you to make sure those emails are interesting enough to open and interact with.
  • You can gradually nurture subscribers into leads and (eventually) into customers, with very little effort. Compare this to Facebook ads or SEM, where a single impression is the only shot you get.

Why Choose Chevron Editing?

At Chevron Editing, we understand email marketing isn’t just cramming pretty pictures into Mailchimp and shooting it off to every subscriber on your mailing lists.  Our email campaigns are crafted with a strategic base, measurable objectives and a commitment to maintaining your brand image.  We know simple and effective works better than fancy and complicated, and we design our campaigns to not just produce results, but to turn subscribers into loyal brand advocates.  If you’re looking for well-written campaigns that work, talk to us.

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FAQs

Email Marketing Questions

No, not every brand should invest in email marketing. Like any distribution channel, email should only be used when its cost-to-impact ratio and absolute cost are better than those of alternative channels.

Generally, email newsletters are most valuable for organisations that want to deliver short- to mid-form content on a regular basis. Although native email content is ideal, you can also use email to tell your subscribers about new blog posts, videos, or other content assets.

E-commerce and subscription companies, in particular, often benefit from a more robust email strategy that involves longer email flows and more functional emails (such as welcome, re-engagement or abandoned cart emails).

Many SMB and B2C brands can also achieve strong results with email campaigns (one or more emails distributed across a set timeframe to accomplish a specific campaign goal, such as increasing Black Friday sales).

Finally, email is an owned channel. That means distribution won’t be affected by algorithm changes or new publisher rules. It also gives your email list inherent value; a large, engaged email list is a quantifiable business asset that can be used to justify higher valuations for intangible assets like goodwill and brand recognition.

Emails can help your marketing in many different ways. At a basic level, they work like virtual letters – you emails get sent out to a list of email addresses, who open, read, and then interact with your email.

Sometimes, emails are educational, entertaining or inspirational. Think about a newsletter – the best ones add value rather than trying to sell you anything.

Other times, emails are sales-focused. They can range from short messages with discounts and special offers to longer emails pitching more expensive products and services. The goal of these emails is to get people to call, email, or click through to your website (and hopefully buy something from you).

Before you can design, write, and distribute an email campaign, you need to have somewhere to send it: a list of email subscribers.

While most established brands have some kind of subscriber database collected over time, it can tempting to just buy a list of email addresses if you’re running a small or new business. After all, you’ll get a list of people you can send emails to – people who will, ideally, become paying customers.

Unfortunately, buying email lists is almost always a waste of money. Most email addresses in these lists are first purchased from companies who sell their customers’ data, then re-packaged and sold by retailers in lists. The result, of course, is that many of these emails are outdated (you won’t be able to send them emails), or they’ve been flooded with so much spam that your email won’t even make it into their inbox.

Even if it’s a working email address and your email does make it through their spam filters, why would anyone click on your email? The average open rate for email marketing that people have willingly subscribed to is 34.23% – your unwanted, unknown email will almost certainly be ignored.

In short, buying an email list is a waste of money. Build up subscribers who will interact with your emails or invest in another distribution channel.

Yes, cold emailing is illegal in Australia. If someone hasn’t consented to receiving marketing emails from you, you can’t email them.

As per the Spam Act 2003 (Cth) and the Spam Regulations 2021 (Cth), consent can be express or inferred. Receiving inferred consent is unusual – someone must have a provable, ongoing relationship with your business, receive marketing only directly related to that relationship, knowingly give you their email address, and reasonably expect to receive email marketing from you.

If you breach Australia’s spam laws, ACMA (the regulator) can take enforcement action against your business. In 2023, for example, Kmart Australia was fined $1.3 million for sending emails without consent.

You may see marketing advice on Google or LinkedIn that talks about cold emailing. Keep in mind that those marketers are often from the USA or other jurisdictions with more lenient spam laws. If you’re sending emails to or from any party in Australia, you need to comply with the Spam Act.

You can read more about email spam laws here.

In marketing, you’ll often hear people talking about ‘building’ email lists. That’s because getting an email list is a gradual process that takes time and effort.

To get people to give you their email and consent to you contacting them, you need to give them something in return. For example, you might make agreeing to marketing communications the default option when someone creates an online account with your business. You could also ask for their email address in exchange for something valuable, like an e-book (which is known as a ‘lead magnet’).

The best way to get people to willing subscribe to you, though, is to create valuable content that people want to learn more about. If you make your email list a place where people can get value for free, they’ll sign up and be more willing to buy when you eventually try to sell them something.

In sum: you can’t create an email list for free. Instead, build one gradually with lead magnets, online accounts that have a default opt-in, or valuable content.

The latest from our blog on email marketing.

Top 10 Email Newsletters for Marketers (Q1 2023) September 8, 2023 by Duncan Croker These are the 10 best marketing newsletters of 2023. If you want to improve your marketing, start subscribing.

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