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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.
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:
- Email converts almost x40 leads than Facebook and Twitter combined.
- Email newsletters are the most positively-received form of marketing (telemarketing is the most negatively-received).
- The average email subscriber is worth US$37.99.
- The average ROI for email marketing is 38:1.
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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Email Campaign FAQs
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, and that should be enough, right?
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 21.33% – your unwanted, unknown email will almost certainly be ignored.
In short, buying an email list is a waste of money. Either build up your email list with subscribers who are going to interact with your emails, or invest in another type of marketing.
Email campaigns 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 informational. Think about a newsletter – the best ones tell you about things that are interesting to you, rather than trying to sell you anything. The purpose of these emails is to increase brand awareness.
Other times, emails are sales-focused. This can range from 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).
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 a requirement for having 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.
You can’t create an email list for free. Instead, you can build one gradually over time through lead magnets, online accounts, or valuable content.
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