Email marketing campaigns are the ideal channels to build a relationship and sell. And knowing this vertical, marketers are always hunting for creative ways they can build relationships and boost revenue.
And for the desired response and interaction with the CTA button, a powerful email marketing strategy is vital. However, you need to know what campaign is best for which situation in an eCommerce business.
So, in this article, we shall discuss the benefits of email marketing and the different types of email marketing campaigns that you can implement to gain maximum response and the tools that can be used to amp up your email marketing efforts.
Email marketing is one of the strongest and result-yielding marketing strategies that help brands reach out to customers directly. Devising a powerful email marketing strategy assists you to connect with the audience in a personalised way thereby increasing revenue at an affordable cost. You can also leverage marketing automation tools to send the right message at the right time and to the right audience. Here are some more reasons why email marketing should be a part of your marketing strategy:
- Reach customers in real-time
- People engage with emails
- Boost brand awareness
- Personalised messages to urge them to take action
But, how to stand out from them and make them actually read your email and take the necessary action? You identify the scenario of the customer journey and depending on that, you send a personalised message so they know this message is exclusively for them. Let’s look at the different types of email marketing campaigns that can be leveraged to achieve your business goals.
5 Types of Email Marketing Campaigns
As a business, all emails cannot be promotional nor can everything only be about new learnings or newsletters. It’s important to find the perfect balance between them. So, let’s look at what types of email campaigns you can utilise to boost engagement with your target audience and increase sales!
1. Welcome Emails
Welcome emails are a type of email marketing that lays the base for the brands to build a relationship with the customer. These are the initial emails that are rolled out as soon as the customer signs up using their email address.So, at this stage, nurturing becomes crucial to slowly push them to the buying stage. And the next set of emails could be informative ones – that talk about their problems and how to solve them.
Moreover, welcome emails have good open and click-through rates when you personalise them and discuss your brand instead of promoting your products or services. Before introducing a new product, ensure that you welcome the user, build a relationship with them, mention how your business can help with their interests and goals. A good first impression can go a long way in converting them into potential customers. You can try Contlo for your email marketing efforts and drive more impact in open rates and engagement.
2. Marketing Newsletters
Newsletters and informative content are one of the types of email marketing campaigns. Marketing newsletters help in brand awareness by building up anticipation in readers who hold an interest in that domain.
Be it a fortnightly newsletter or a weekly one, readers expect your email at that particular time and day. Hence, your marketing newsletters should reach your reader’s inbox consistently. And of course, the content matters to keep them hooked and actually head over to the website.
3. Email Drip Campaign
In an email drip campaign, a series of emails are automated to be sent out on set timings. The purpose of an email drip campaign series is not just to follow up with customers or nudge them to purchase products but to provide valuable information.
For example, when a customer buys an electrical gadget, after receiving the product, you can send emails that guide them on how to maintain that product for longevity – from cleaning and usage although the user manual will definitely do its thing. This actually evokes a slightly emotional response and builds chances of cross-selling and upselling. Hence, is one of the types of email marketing that are very effective in building relationships.
4. Promotional Emails
Promotional ones are the types of email marketing that are used to notify users of a new product/service. You might have definitely felt overwhelmed by the numerous promotional emails that you find in your inbox. So, it is best to send them at an optimal frequency and ensure it’s personalised.
it’s important to segment them out to show them exactly what kind of item they were looking for. It is worthy noting that simply personalising the mail using the customer’s name won’t be effective unless coupled with the almost exact match of their recent search.
Let’s look at a few tips that can make your emails more compelling:
- Provoke emotion
- Add humour
- Invoke their curiosity
- Use slogans from popular media
- Use colour, images and font that grabs attention
5. Abandoned Cart Emails
Abandoned cart emails are a type of email marketing campaign that reminds the user of their handpicked products that sit in their online cart waiting to be purchased. Since the customers are already interested in these products, there are high possibilities that they will head back to the website to check their orders, purchase or even check out more products.
It’s one of the automated email marketing campaigns that are triggered through a visitor’s actions— and you can even retarget them through a discount on all those products to boost the chances of purchase.Moreover, you can also look into developing acquisition emails to communicate with your audience but this needs to be done carefully and to a highly segmented list. RTO reduction tools can also help reduce cart abandonment rates by indulging customers in making quick purchases, thereby enhancing conversion rates.
6. Retention Emails
The retention emails are sent to existing customers or potential customers who are already interested in your products and services and have interacted with the brand. These are emails to remind your customers of your products and services and retain your customer’s interest.
They are one of the smartest ways of leveraging sales. They help you nudge your existing customers to indulge in a purchase rather than reaching out to new customers. To generate effective retention emails, promoting deals and discounts can help. Retention emails need to have a lighter tone and add value to the customer. In fact, many of the aforementioned types of emails when done right, will serve as quality retention emails.
Email marketing is one of the smartest and most cost-effective ways to reach out to your customers in personalised ways as well as boost your sales. With these effective types of email campaigns, your D2C brand will not only sell more and better but also build a good relationship with customers that will promote repeat purchases and even build customer loyalty. You can check out our diverse list of eCommerce tools that extend to other business departments of your business as well!
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